In his course, Ullmen gave 10 rules for communicating with others, which signal presence. If you follow these 10 rules and truly believe what you speak, others will say you have “presence” or an "it" factor.
Your life depends on your brain. To be the ethical, engaged, creative, successful, and lively human being you intend to be, you need your brain. You need your brain and you also need to use your brain. It is not enough to possess a perfectly good brain—you must also use it.