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Visual Book Summary 
Personality Not Included 
by 
ROHIT BHARGAVA 
Best Selling Author & Founder, Influential Marketing Group 
FOR MORE FREE PRESENTATIONS, VISIT WWW.ROHITBHARGAVA.COM @ROHITBHARGAVA
Why Your 
Brand Needs 
A Personality 
A Visual Introduction 
To An Actually Useful 
Marketing Book 
www.readpni.com
This is me. This is 
one of 
those 
Cirque 
du Soleil 
guys 
(not me).
I work at 
a marketing 
agency called 
Ogilvy. We have 
trendy chairs.
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 is 
also 
why 
people 
love 
using 
this.
Or 
shopping 
here. 
http://www.flickr.com/photos/littlerottenrobin/2892647257/
It’s why 
they spend 
$800 on 
one of 
these.
And what makes people (and 
ducks) who work here … 
http://www.flickr.com/photos/yodelanecdotal/1449868160/
Much happier 
than people 
who work 
here.
Personality is the real secret 
to succeeding in the new 
business world.
To understand why, 
let’s look at the 
3 Big Myths 
of marketing 
today.
Your Bottom Line 
Is About Selling. 
#1
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 can’t help 
talking about. 
The “legendary 
notebook of Picasso 
and Hemingway”…
People ignore 
marketing messages #2
Wrong! 
They only ignore irrelevant 
messages you are 
randomly 
firing at 
them.
But they love useful marketing that 
answers a question or offers a 
solution.
Having 
something 
great to 
sell … 
#3 
is all that 
matters.
Having 
something 
great to 
sell … 
…is 
only half 
of your 
battle! 
#3
A great product … 
is only the first step.
Consumers want 
Authenticity 
P.S. - Flowers 
are authentic.
And they have the power to 
demand it.
Being faceless doesn’t work 
…anymore.
Unfortunately, most companies are 
faceless because they hide their 
personality. 
Is this you?
For example, 
many create 
an “Employee 
Silencing Policy” 
to intentionally 
keep their 
best voices 
silent.
Or focus too much on how 
people should use a logo … 
This is what 
typical brand 
guidelines 
look like.
Instead of 
letting others 
“own” 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, 
they’re just 
tools.
Personality is the answer. 
Want to know how your brand can get one?
First, you’ll need a definition … 
Personality is the unique, 
authentic, and talkable 
soul of your brand 
that people can 
get passionate 
about. ” 
“ 
(pûr'sə-nāl'ĭ-tē)
So how do 
you use 
yours? 
There 
are six 
steps.
Help your 
employees 
be individuals 
instead of 
faceless 
people. 
#1
That’s Jared 
from Subway. 
Embrace your 
accidental 
spokespeople. 
#2
Use the “UAT” Filter 
Is it Unique? 
Is it Authentic? 
Is it 
Talkable? 
Personality 
#3
Craft a 
backstory 
people can 
believe. 
#4
Conquer the 
4 fear-based 
barriers to 
personality. 
#5 
1. Success – ”What we’re doing is already working.” 
2. Uncertainty – ”We don’t know what will happen.” 
3. Tradition – ”We have always done it this way.” 
4. Precedent – ”No one else is doing it that way.”
#6 Use your personality moments. 
This bank has 
its own café 
to connect 
with their 
customers.
Those six steps 
are explained 
in the first 
six chapters 
of the book. 
Then comes 
Part II…
Part II has action guides to help you 
implement every idea from Part I.
There are 
“tabs” so 
you can 
easily go 
from a 
chapter 
to an 
action 
guide.
When you put it all together, 
what makes this book 
different 
is that it’s 
Entertaining + Useful
Entertaining because there are over 
100 real life examples:
Like the story of 
the world’s 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 an 
airline 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 useful because you can read it 
quickly and put the ideas to work for 
your business. 
Read Page 
To Find Out 
How
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 the 
Best 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: 
Spanish 
Russian 
Thai 
Polish 
Chinese Taiwanese
Most importantly, businesses of all 
sizes are actively using personality …
What have they all discovered? 
Personality Matters.
Are you ready 
to see what 
personality 
could do for 
your business? 
Download An Exclusive Sample Chapter: 
www.personalitynotincluded.com/excerpt
HOW CAN WE HELP YOU? 
+ 
CONCIERGE 
MARKETING 
SIGNATURE 
WORKSHOPS 
NON-OBVIOUS 
KEYNOTES 
CMO CONSULTING 
AGENCY REVIEWS 
STRATEGY AUDITS 
STORYTELLING 
CONTENT MARKETING 
DIGITAL CERTIFICATIONS 
CONFERENCES 
PRIVATE SUMMITS 
EXEC RETREATS 
DOWNLOAD THIS PRESENTATION AND MORE : 
www.trustimg.com/useful

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Why You Should Read "Personality Not Included"

  • 1. Visual Book Summary Personality Not Included by ROHIT BHARGAVA Best Selling Author & Founder, Influential Marketing Group FOR MORE FREE PRESENTATIONS, VISIT WWW.ROHITBHARGAVA.COM @ROHITBHARGAVA
  • 2. Why Your Brand Needs A Personality A Visual Introduction To An Actually Useful Marketing Book www.readpni.com
  • 3. This is me. This is one of those Cirque du Soleil guys (not me).
  • 4. I work at a marketing agency called Ogilvy. We have trendy chairs.
  • 5. My day job is helping clients to stand out in a crowded space.
  • 6. This is the story of my book.
  • 7. It is about why your business needs a personality.
  • 8. It is also why people love using this.
  • 9. Or shopping here. http://www.flickr.com/photos/littlerottenrobin/2892647257/
  • 10. It’s why they spend $800 on one of these.
  • 11. And what makes people (and ducks) who work here … http://www.flickr.com/photos/yodelanecdotal/1449868160/
  • 12. Much happier than people who work here.
  • 13. Personality is the real secret to succeeding in the new business world.
  • 14. To understand why, let’s look at the 3 Big Myths of marketing today.
  • 15. Your Bottom Line Is About Selling. #1
  • 16. False! Anyone can sell anything …in the short term. Image of Jesus on Grilled Cheese sandwich, sold on eBay for $28,000
  • 17. The real challenge is to sell something people can’t help talking about. The “legendary notebook of Picasso and Hemingway”…
  • 18. People ignore marketing messages #2
  • 19. Wrong! They only ignore irrelevant messages you are randomly firing at them.
  • 20. But they love useful marketing that answers a question or offers a solution.
  • 21. Having something great to sell … #3 is all that matters.
  • 22. Having something great to sell … …is only half of your battle! #3
  • 23. A great product … is only the first step.
  • 24. Consumers want Authenticity P.S. - Flowers are authentic.
  • 25. And they have the power to demand it.
  • 26. Being faceless doesn’t work …anymore.
  • 27. Unfortunately, most companies are faceless because they hide their personality. Is this you?
  • 28. For example, many create an “Employee Silencing Policy” to intentionally keep their best voices silent.
  • 29. Or focus too much on how people should use a logo … This is what typical brand guidelines look like.
  • 30. Instead of letting others “own” your brand and inspiring them to believe in it (something Obama knew).
  • 31. Doing this takes more than a great logo, or a shiny new blog, or a viral video or having a Facebook group.
  • 32. Those are not the answer, they’re just tools.
  • 33. Personality is the answer. Want to know how your brand can get one?
  • 34. First, you’ll need a definition … Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. ” “ (pûr'sə-nāl'ĭ-tē)
  • 35. So how do you use yours? There are six steps.
  • 36. Help your employees be individuals instead of faceless people. #1
  • 37. That’s Jared from Subway. Embrace your accidental spokespeople. #2
  • 38. Use the “UAT” Filter Is it Unique? Is it Authentic? Is it Talkable? Personality #3
  • 39. Craft a backstory people can believe. #4
  • 40. Conquer the 4 fear-based barriers to personality. #5 1. Success – ”What we’re doing is already working.” 2. Uncertainty – ”We don’t know what will happen.” 3. Tradition – ”We have always done it this way.” 4. Precedent – ”No one else is doing it that way.”
  • 41. #6 Use your personality moments. This bank has its own café to connect with their customers.
  • 42. Those six steps are explained in the first six chapters of the book. Then comes Part II…
  • 43. Part II has action guides to help you implement every idea from Part I.
  • 44. There are “tabs” so you can easily go from a chapter to an action guide.
  • 45. When you put it all together, what makes this book different is that it’s Entertaining + Useful
  • 46. Entertaining because there are over 100 real life examples:
  • 47. Like the story of the world’s best restaurant on the coast of Spain, which is revered despite being closed 6 months out of the year.
  • 48. Or the tale of a small shop owner in Austin who decided to open his own museum.
  • 49. Or how an airline is redefining the US domestic flight experience.
  • 50. And how the death of Superman killed the comic book industry.
  • 51. These examples (and dozens more) tell the story of why personality matters.
  • 52. And it is useful because you can read it quickly and put the ideas to work for your business. Read Page To Find Out How
  • 53. The point is, this is not a book that will gather dust on your bookshelf.
  • 54. Besides me, lots of others will also tell you this book is worth your time … Selected from 1500 entries as 1 of the Best Business Books Of 2008. “A must-read social business book.” And hundreds more positive reviews from around the world …
  • 55. There are also a few translated versions available … COMING 2009: Spanish Russian Thai Polish Chinese Taiwanese
  • 56. Most importantly, businesses of all sizes are actively using personality …
  • 57. What have they all discovered? Personality Matters.
  • 58. Are you ready to see what personality could do for your business? Download An Exclusive Sample Chapter: www.personalitynotincluded.com/excerpt
  • 59. HOW CAN WE HELP YOU? + CONCIERGE MARKETING SIGNATURE WORKSHOPS NON-OBVIOUS KEYNOTES CMO CONSULTING AGENCY REVIEWS STRATEGY AUDITS STORYTELLING CONTENT MARKETING DIGITAL CERTIFICATIONS CONFERENCES PRIVATE SUMMITS EXEC RETREATS DOWNLOAD THIS PRESENTATION AND MORE : www.trustimg.com/useful