Startup CEOs know that writing their company's mission statement is a necessity. But Arthur Joseph says crafting a persona statement is just as important. Each one usually starts with the following sentence: "I want to be known as…"

Joseph founded Vocal Awareness, an institute that coaches executives from Fortune 500 companies, as well as celebrities like Arnold Schwarzenegger and Angelina Jolie. He says writing a persona statement should be a ritual for all professionals because first impressions are priceless in every industry. In this Google Hangout, Joseph details what a persona statement is all about and how to start your own. 

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