*Personality not included, by Rohit Bhargava, is titled after the common refrain seen on various battery operated devices. It brilliantly takes a close look at the importance of rising above the faceless persona that so many businesses project. As I’m going through it, with its countless examples (many that you’ll recognize), I can see how this book could give courage to chiropractors who have suppressed their personality in the hopes of being more appealing to more people. As Bhargava points out, the exact reverse is true. In fact, if you’re in the midst of naming your practice something that doesn’t include your name, think twice. Chiropractic is a highly personal business. Yet, many chiropractors needlessly withhold information about themselves that could enhance their creditbility and influence with patients. I wonder how many chiropractors ever explain to new patients how they had fears and bias to overcome when they tried chiropractic for the first time. If you don’t normally read business books, You’ll enjoy this one!