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on the street can’t know that we’reclever and charm<strong>in</strong>g unless we look it.”Such advice—ostensibly meant to improvepeople’s lives—must have madeeven reasonably confident people uneasy.Susman counted the words thatappeared most frequently <strong>in</strong> thepersonality-driven advice manuals <strong>of</strong>the early twentieth century and <strong>com</strong>paredthem to the character guides <strong>of</strong>the n<strong>in</strong>eteenth century. <strong>The</strong> earlierguides emphasized attributes that anyonecould work on improv<strong>in</strong>g, describedby words likeCitizenshipDutyWorkGolden deedsHonorReputationMorals79/929

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