A Super Short Summary of Part I from Personality Not Included:
Excerpted from pages 185-186:

Chapter 1: Faceless used to work because big meant credible. This is no longer true.

Chapter 2: Accidental spokespeople are speaking for your brand. Embrace them.

Chapter 3: Uniqueness plus Authenticity plus Talkability equals personality. Use the UAT Filter.

Chapter 4: Backstories establish a foundation of credibility. You need one.

Chapter 5: Fear of change leads to barriers. Finding your authority overcomes them.

Chapter 6: Personality moments are everywhere and unexpected, but you must spot them.