“Personality Not Included” by Rohit Bhargava with a Foreward by Guy Kawasaki book summary
In the new business era of the 21st century, a great brand or product must evoke a dynamic personality in order to attract passionate customers. Although many organizations hide their personality behind layers of packaged messaging and advertising, successful businesses have redefined themselves in the new customer universe.
The faceless corporation doesn’t work anymore. The theory of Personality Not Included is that personality is the answer. Personality is the key, and every element of a business is an element of that business’s brand personality.
Personality is THE macro trend. The three hottest topics in business today are:
- Doing more with social media (blogs, social networks, etc.)
- Using word-of-mouth marketing (the No. 1 source of influence according to just about every international study)
- Interacting more authentically with customers
Personality is the theme that incorporates all of these topics. Every idea presented by Rohit Bhargava uses real life clients to get real results every day.
Ideas like:
- How to better focus on the moments when you already have your customer’s attention and use those moments to demonstrate your brand’s personality.
- Why “accidental spokespeople” may be your brand’s most powerful influencers.
- Ways to use the “UAT filter” (Uniqueness, Authenticity, Talkability) to understand the personality of your organization.
- The three core personality principles that will help you put personality into action.
- How to create your company’s “Marketing Backstory” using technique pioneered by Hollywood screenwriters.
- The three methods of getting attention and the attention paradox.
