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The Making Of Personality Not Included

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The inside story behind Personality Not Included, a guide for businesses and people on using their personality in marketing.

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« Prev Comments 1 - 10 of 14 Next »
  • liverpool76
    liverpool76 said 1 month Edit Delete

    inspiring - thanks

  • kmtman
    kmtman said 1 month Edit Delete

    Great slide show. You show the real power of storytelling.

  • rohitbhargava
    rohitbhargava said 1 month Edit Delete

    Thanks for all the great responses! The book is indeed available in India and is published locally by Mcgraw-Hill/Tata. Please let me know if you have trouble finding it in your local bookstore and I'll pass that along to the publisher.

  • dkpr
    dkpr said 1 month Edit Delete

    Hmmm..Interesting!! Good way to sell.

  • krishnade
    krishnade said 1 month Edit Delete

    Rohit - thanks for sharing this - it's great to read the story behind the book - it's almost as if we were having a conversation about the making of 'Personality Not Included' as they new with blockbuster films!

  • susruto
    susruto said 1 month Edit Delete

    Great slide show... thanks for sharing. Is the book available in India

  • kalico11
    kalico11 said 1 month Edit Delete

    awesome.

  • gtekriwal
    gtekriwal said 1 month Edit Delete

    thats an amazing presentation.
    sexy graphics.
    sexier fonts.
    never seen such a rich ppt. Fantastic...mind blowing.
    where can i get the book in India?

  • ludaniel
    ludaniel said 1 month Edit Delete

    nice preso rohit!

  • satanic
    satanic said 1 month Edit Delete

    I haven’t read any management book since I passed my MBA in MAY 2008.so couldn’t notice your Book .but your slide has catch my attention and ignited the passion of reading books once again as it also seen falls under my area of interest Branding. Wishing your book share same fame and glam as kevin Keller and create buzz in management arena.

    Tnx for sharing.

  • haveaword
    haveaword said 1 month Edit Delete

    Nice slide show thanks for sharing

  • rohitbhargava
    rohitbhargava said 1 month Edit Delete

    Doug, good suggestion - I thought some people might have that reaction. Standby, I'll get a second version just about the book without the 'making of' story up over the weekend.

  • douglaskarr
    douglaskarr said 1 month Edit Delete

    Would love to see you split this up into 2 presentations... the first 32 slides about your book's content and the rest about how you wrote it.

  • scenariodna
    scenariodna said 1 month Edit Delete

    great to see your presentation here Rohit....enjoyed the book too.....

« Prev Comments 1 - 10 of 14 Next »
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    Presentation Transcript

    1. Slide 1: Personality Matters The True Story Behind Writing An Actually Useful Marketing Book
    2. Slide 2: This is me. This is one of those Cirque du Soleil guys (not me).
    3. Slide 3: I work at a marketing agency called Ogilvy. We have trendy chairs.
    4. Slide 4: My day job is helping clients to stand out in a crowded space.
    5. Slide 5: This is the story of my book.
    6. Slide 6: It is about why your business needs a personality.
    7. Slide 7: It is also why people love using this.
    8. Slide 8: Or shopping here. http://www.flickr.com/photos/littlerottenrobin/2892647257/
    9. Slide 9: It’s why they spend $800 on one of these.
    10. Slide 10: And what makes people (and ducks) who work here … http://www.flickr.com/photos/yodelanecdotal/1449868160/
    11. Slide 11: Much happier than people who work here.
    12. Slide 12: Personality is the real secret to succeeding in the new business world.
    13. Slide 13: To understand why, let’s look at the 3 Big Myths of marketing today.
    14. Slide 14: #1 Your Bottom Line Is About Selling.
    15. Slide 15: False! Anyone can sell anything … in the short term. Image of Jesus on Grilled Cheese sandwich, sold on eBay for $28,000
    16. Slide 16: The real challenge is to sell something people can’t help talking about. The “legendary notebook of Picasso and Hemingway” …
    17. Slide 17: People ignore #2 marketing messages
    18. Slide 18: Wrong! They only ignore irrelevant messages you are randomly firing at them.
    19. Slide 19: But they love useful marketing that answers a question or offers a solution.
    20. Slide 20: #3 Having something great to sell … is all that matters.
    21. Slide 21: #3 Having … is something only half great to of your sell … battle!
    22. Slide 22: A great product … is only the first step.
    23. Slide 23: Consumers want Authenticity P.S. - Flowers are authentic.
    24. Slide 24: And they have the power to demand it.
    25. Slide 25: Being faceless doesn’t work … anymore.
    26. Slide 26: Unfortunately, most companies are faceless because they hide their personality. Is this you?
    27. Slide 27: For example, many create an “Employee Silencing Policy” to intentionally keep their best voices silent.
    28. Slide 28: Or focus too much on how people should use a logo … This is what typical brand guidelines look like.
    29. Slide 29: Instead of letting others “own” your brand and inspiring them to believe in it (something Obama knew).
    30. Slide 30: Doing this takes more than a great logo, or a shiny new blog, or a viral video or having a Facebook group.
    31. Slide 31: Those are not the answer, they’re just tools.
    32. Slide 32: Personality is the answer. But seriously, what’s up with the chickens?
    33. Slide 33: Well, it all started in March 2007 at South By Southwest.
    34. Slide 34: And I met this guy (no, we didn’t fight).
    35. Slide 35: He told me I told him about his about my book. idea.
    36. Slide 36: The next week, he introduced me to Steve, his literary agent.
    37. Slide 37: I pitched Steve with one slide.
    38. Slide 38: Together we pitched it to a few publishers … A month later one of them bought it.
    39. Slide 39: The next day I spent $1500 on books for research.
    40. Slide 40: And worked on positioning. Marketing & Blogging & Business Books Social Media Books My Book Goes Here
    41. Slide 41: I wrote a definition for it: “ Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.” (pûr'sə-nāl'ĭ-tē)
    42. Slide 42: Created a visualization … and chose a title for the book: Personality Not Included
    43. Slide 43: But why is personality not included? i It’s like batteries. They aren’t included, but you * still need them. Personality in your business is the * Batteries not included same thing.
    44. Slide 44: So what makes this book different? 2 things … It’s Entertaining + Useful
    45. Slide 45: Entertaining because there are over 100 real life examples:
    46. Slide 46: 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.
    47. Slide 47: Or the tale of a small shop owner in Austin who decided to open his own museum.
    48. Slide 48: Or how an airline is redefining the US domestic flight experience.
    49. Slide 49: And how the death of Superman killed the comic book industry.
    50. Slide 50: Together these examples tell the story of why personality matters.
    51. Slide 51: And they do it briefly … in just 6 chapters. The rest of the book shows you how to actually put personality to work in your business.
    52. Slide 52: Every story in Part I is linked to an action guide in Part II.
    53. Slide 53: And Part II starts with a 60 word summary of the whole book (so you can skip Part I if you’re tight on time): Page
    54. Slide 54: There are “tabs” so you can easily go from a chapter to an action guide.
    55. Slide 55: The point is, this is not a book that will gather dust on your bookshelf.
    56. Slide 56: So by November of 2007, the book was nearly finished ...
    57. Slide 57: And then my wife and I had a baby.
    58. Slide 58: So I started multitasking.
    59. Slide 59: And taking lots of breaks.
    60. Slide 60: Over the next month, I worked with the team from McGraw-Hill ... Marketing Editor Marketing
    61. Slide 61: Edited lots of drafts.
    62. Slide 62: And rejected lots of cover designs (and subtitles, in case you’re paying attention).
    63. Slide 63: In December of 2007, the final manuscript was delivered.
    64. Slide 64: We finalized the cover design. + =
    65. Slide 65: And I emailed Guy Kawasaki. Me: Will you do the foreword? Guy: Nope, I stopped doing those. Me: Will you just read the intro, pretty please? Guy: Ok, if you stop emailing me. (Two weeks later) Guy: When do you need it? Me: Take as long as you want! Guy: Ok, I can do it.
    66. Slide 66: Then we changed the cover. Add crazy chicken because everyone knows that sunglasses = personality. Add Guy’s name because people have heard of him.
    67. Slide 67: In May of 2008 – PNI was published.
    68. Slide 68: The launch party was in San Francisco. That’s a “rohito” (a Raspberry Mojito). That’s Erin, Mmm, tasty! “Queen Diva” from Personality Hotels.
    69. Slide 69: I hosted events to spread the word ...
    70. Slide 70: And started getting results. Selected as Best #1 in Global Business Book Marketing on 5 Translated for Aug 2008 by Amazon.com versions by Soundview early 2009 Positively reviewed on Available in hundreds of 45 countries sites online globally
    71. Slide 71: Most importantly, I started hearing from businesses of all sizes who are already using the book’s ideas …
    72. Slide 72: What have they all discovered? Personality Matters.
    73. Slide 73: Are you ready to see what personality could do for your business? Download An Exclusive Sample Chapter: www.personalitynotincluded.com/excerpt

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