Personality Not Included Book Summary - Personality Not Included Book explained in key points
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Personality Not Included summary

Rohit Bhargava

Why Companies Lose Their Authenticity and How Great Brands Get it Back

3.9 (15 ratings)
15 mins
Table of Contents

    Personality Not Included
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    Companies used to aim for a faceless image, but authentic connections are more effective.

    You can travel to just about any city in the world and know that the McDonald’s you find there will be nearly identical to the branch in your hometown. In this way, McDonald’s is a prime example of a faceless company – their restaurants have no individual identity.

    This approach is a vestige of a past in which, if a company wanted to give off an air of success and trustworthiness, it erased any personality. As a result, the more success it experienced, the more layers were built between the corporation and its customers.

    There was no expectation that any customer could talk directly to a staff member with power or responsibility because any company whose management had that kind of time couldn’t be big, successful or dependable.

    That’s all changed. Now success depends on forging a bond with your customer, although many companies remain faceless and disconnected.

    A disproportionate focus on rules and policies is a common mistake. Just consider airlines. The author once got bumped from a flight – even though the plane still had an empty seat – because the airline had a policy of not assigning new seats within 30 minutes of departure. Worse, if he had called his travel agent and booked a ticket for the same seat, he would have been able to stay on the flight.

    If you’ve ever had a similar experience, you know how frustrating it is! Only a faceless company would treat its customers this way.

    Instead, to create a true bond with your customers, you’ve got to give your company a voice. Take BzzAgent. They’re a word-of-mouth marketing company that started a blog to host articles by their employees detailing their excitement and personal stories about moving offices. This simple idea helped BzzAgent’s customers get to know the company while holding their attention and growing the firm.

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    What is Personality Not Included about?

    Personality Not Included (2008) explains how to build an awesome public face for your company. These blinks teach you how to develop a strong personality for your business, explain why that’s so important and help you clear the barriers between you and business success.

    Best quote from Personality Not Included

    A culture built on fear leads to individuals and companies that are afraid of change.

    —Rohit Bhargava
    example alt text

    Who should read Personality Not Included?

    • Entrepreneurs and leaders who want to build or improve their businesses
    • CEOs who want to put a face on their company
    • Marketing novices and experts alike

    About the Author

    Rohit Bhargava is the founder of Influential Marketing Group and an expert in building brand influence. He has written five bestselling books on the topic.

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