Another thanks to Dave Lorenzo and Larry Bodine, who pointed me in the direction of an informative piece by Bob Weiss in ABA's Law Practice Today, about the steep downfall of the Who’s Who directory. 

“It used to represent a comprehensive resource of noteworthy individuals.  Today that is rarely the case.  Every month attorneys are solicited to buy or confirm listings in various editions of Who’s Who.  Don’t be tempted.  Save your marketing dollars.  And, delete any listing from your resume, and do it immediately.  What was once a respected research tool more than a decade ago joined the gallery of famous lost trademarks.  Today, most anyone can get into Who’s Who.”

A few months ago, I was in Miami for a friend’s wedding.  Somehow the Who’s Who people got a hold of my cell phone number and called it.  I was sitting on the beach, and the woman would literally not let me off the phone for 45 MINUTES.  She made all of these wild promises about exclusive access to top-secret networking databases, and an eternal place in the Corporate America hall of fame, if I would only I would plunk down what amounted to a $500 membership fee.  Fortunately, I remembered reading an article like this at some point in the distant past, and I declined.  Who’s Who proceeded to call me back six times in the next week with counteroffers.  I almost changed my cell phone number in desperation.

At first blush, getting asked to be in Who’s Who seems like a major compliment, especially if you’re under 35.  And it’s enticing to give into the flattery and do what they want because they’ve made you feel special.  But, as Weiss says, Who’s Who is lame.  A much better way to earn recognition in your field is to apply for well-respected awards inside and outside your company, and then to showcase your wins on professionally-produced marketing materials.  If you want to spend money furthering your career, pay dues to an industry association and attend its events, where you’ll meet real, flesh and blood influencers.