I welcome back to the personality hacker podcast. My name is Joel Mark Witt and I'm

Antonio Dodge. If you're listening to us today and not watching on YouTube, you'll notice

background noise that is nature at birds chirping because we're outside in nature on a wonderful

summer evening during the summer solstice at the time of this recording. Today we want

to talk about a concept that really goes back to the roots of the Myers-Briggs system all

the way back to Carl Jung and the Jungian concepts. We want to talk about persona today.

And before we get into that, I just want to talk about my son took me to a movie that came

out recently. It was the movie about how the Air Jordan shoe came into be. So it's at

the Nike company that's where the movie takes place. It's a narrative. It's got Ben

Affleck and Matt Damon in the movie among other actors. And they're going through how

they got Michael Jordan to come on board with Nike, Nike, and sign a contract to have

a shoe built around his basketball career. And obviously everyone that lives now that

can look back in time understands what happened since that happened in the mid 1980s. And

I was watching this realizing that when you're selling a tennis shoe, a basketball shoe,

there's some functionality to it. I'm assuming that I don't wear Air Jordan's. I've never

had a pair of Air Jordan's, but I'm sure there's some capacity. They probably help you

perform better. But in a lot of ways, what you're buying is you're buying a lifestyle. You're

buying a way of being. I think brands really do this. Brands give us a way to buy into

a way of moving through the world and becoming. And I think that this is captured in a brand

we buy clothing. I mean, you think about a brand like cattle brand, like burning something

into your skin to represent who owns you as a cattle, like a cow gets branded. We literally

pay companies to cattle brand us and we go and we represent them in the world. It's so

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