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2. Declare Your Personality.

The author talks about finding drama and having catchy phrases here. I think Passive Ninja has some possibilities. I've always wanted to be the web designer who disappears because the client no longer needs me, but there might be a negative to that. Maybe "invisible" is better. Anyhow, I have another book that discusses how to create the right mission and catch phrases, so I'll check those out, too.