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Why is it important to gain "visibility" in the workplace?

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My boss has recently been pushing me to take up stuff and try to gain visibility across the organization.

I just do not understand the idea behind this.
Why is it important to gain visibility? If I can write awesome code, why should I care about having visibility? If the work I am doing rocks, then why should I think about standing on the roof top and telling everyone about it?

Is it ONLY about appraisals?
If yes, then what is the possible intent of my boss behind this? Does he want to create room to justify giving me a handsome appraisal?

Doesn't focusing on gaining visibility lead to politics and end up polluting the work environment?


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