1) The document discusses the importance of personal branding and developing a brand for oneself, as individuals are now CEOs of their own companies, called "Me Inc.". 2) Building a powerful personal brand provides a promise of quality, consistency and reliability to clients that fuels loyal relationships and allows individuals to stand out in their field of expertise. 3) Developing an emotional connection through one's personal brand allows individuals to tap into emotions that drive decisions and become a story that resonates with people on a deeper level.