Bosses who give themselves overblown job titles such as "ninja," "overlord" or "guru" invite public ridicule, writes Mike Figliuolo. If your clients love you so much that they consider you a guru, that's great -- but if you put it on your business card, you'll raise eyebrows and devalue your personal brand. Such titles "sound wicked awesome," Figliuolo writes. "They get people's attention. But you have to realize not all attention is good."