Personality Not Included: The Book Behind The Personality Project

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The true story behind the book that inspired The Personality Project: Women of Personality - a collaborative ebook with advice and stories from 40 visionary women.

Transcript of Personality Not Included: The Book Behind The Personality Project

Slide 1

Why Personality

MattersThe True Story

Of The Book BehindThe Personality Project

This is me. This is one of

those Cirque

du Soleilguys

(not me).

I work at a marketing

agency called Ogilvy. We have



My day job is helping clients to stand out in a crowded space.

This is the story of my book.

It is about why your business needs a personality.

It isalso why people love usingthis.

Or shopping


Its why they spend $800 onone of these.

And what makes people (and ducks) who work here

Much happier than people

who work here.

Personality is the real secret to succeeding in the new business world.

To understand why, lets look at the

3 Big Mythsof marketing today.

Your Bottom Line

Is About Selling.


False! Anyone can

sell anything in the

short term.

Image of Jesus on Grilled Cheese sandwich, sold on eBay for $28,000

The real challenge is to sell something people cant help

talking about.

The legendary notebook of Picasso and Hemingway

People ignore marketing messages#2

They only ignore irrelevant messages you arerandomlyfiring atthem.


But they love

useful marketing that answers a question or offers asolution.

Having something

great to sell


is all that matters.

Having something

great to sell

is only half of your battle!


is only the first step.

A great product

Consumers want

P.S. -

Flowers are authentic.


And they have the power to demand it.

Being faceless doesnt work anymore.

Unfortunately, most companies are faceless because they hide their


Is this you?

For example, many create an Employee Silencing Policyto intentionally keep theirbest voicessilent.

Or focus too much on how people should use a logo

This is what typical brand guidelines look like.

Instead of letting others


your brand and

inspiring them to believe in it

(something Obama knew).

Doing this takes more than

a great logo, or a shiny new

blog, or a viral video or having

a Facebook group.

Those are not the answer,

theyre just tools.

Personality is the answer.Want to know how your brand can get one?

Personality is the unique, authentic, and talkable

soul of your brand that people can

get passionate about.


First, youll need a definition

So how do you use


There are six


Help your employees


individuals instead of

faceless people.


Embrace your accidental


Thats Jared from Subway.


Use the UAT


Is it Unique?

Is it Authentic?

Is it Talkable?



Craft a backstory

people can believe.


Conquer the4 fear-based barriers to personality.

1. Success

What were doing is already working.

2. Uncertainty

We dont know what will happen.

3. Tradition

We have always done it this way.

4. Precedent

No one else is doing it that way.


Use your personality moments.#6

This bank has its own cafto connect with theircustomers.

Those six steps are explainedin the firstsix chaptersof the book.

Then comes Part II

Part II has action guides

to help you implement

every idea from Part I.

There are tabs


you can easily go from a chapter to an action guide.

When you put it all together, what makes this book

differentis that its

Entertaining + Useful


because there are over 100 real life examples:

Like the story of the worlds best restaurant on the coast of Spain, which is revered despite being closed 6 months out of the year.

Or the tale of a small shop

owner in Austin who decided to

open his own museum.

Or how anairline is redefining the US domestic flight experience.

And how the death of Superman killed the comic book industry.

These examples(and dozens more)

tell the story of why personality matters.

And it is


because you can read it quickly and put the ideas to work for

your business.

Read Page

To Find Out


The point is, this is not a book that will gather dust on your bookshelf.

Besides me, lots of others will also tell you this book is worth your time

Selected from 1500 entries as 1 of theBest Business Books Of 2008.

A must-read social business book.

And hundreds more positive reviews from around the world

There are also a few translated versions available

COMING 2009:



Chinese Taiwanese

Most importantly, businesses of all sizes are actively

using personality

What have they all discovered?

Personality Matters.

Are you readyto see what personalitycould do foryour business?

Download An Exclusive Sample

It has received great reviews and won several awards

Selected from 1500 entries as 1 of theBest Business Books Of 2008.

Original content, served in a user-friendly manner.

Ive bought this book 3 times (so far!)

A must-read social business book.

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