SEO question for experts

I recently asked Chris Brogan why he talks about himself in the third person on his About page. The answer was: “3rd person for the entire thing for SEO. I can’t rank for ‘I’.”

This leads me to another question. When you’re building your website and would like to be conversational and casual rather than sound overly corporate, how should you approach this if

A) you’re a one-man operation;

B) you’re a company with many employees?

Please share your thoughts—and above all, any experience you might have. Thanks!

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