Why is worthwhile to read this book? Because it gives the reader a guide to understanding their own "best" self (your personality at it's most fascinating) and how to recognize (and in the process: appreciate) others' "best" selves. The marketing concepts behind building a brand are correlated to people - how differentiating yourself from others and by being more of "yourself" is the easiest way to shine out. The book helps the reader to understand how each personality-type prefers to communicate and how, with this understanding, it could bring about a win-win for the reader and for others the reader interacts with - be it within an organization, to customers, or any other kind of group (i.e. family). It is about how to better understand what personality type you have and how you are shaping the picture the world has of you. Once you understand this information, you can use it as a tool to shape how you are perceived in the future (i.e. create a short statement - an anthem - that quickly describes how you are most likely to add value). The book includes a code to be able to do the online assessment test, has a lot of descriptions about the 49 identified personality archetypes and the advantages of each of these. This book enthralled me - so much so, that I also purchased the author's first book, "Fascinate: Your 7 Triggers to Persuasion and Captivation" to find out more about the research behind the concepts and to better understand the background behind the work. Highly recommended!