Guts
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"Ok, you gotta take this equation, rip out its guts, string it in a line and then eat it!"
Overheard a ten (+/-) year old say that to her friend last night as I ate dinner at my local co-op. She prefaced it by saying, "my math teacher has gotten really weird lately."
Your personal brand has to be that remarkable. It should be a visceral experience even for those that have never met you.
If you don't know how people describe you when you're not around, ask a few close friends to help you by typing out the first three ...