Nisargadatta Maharaj: How does personality, come into being? By memory. By identifying the present with the past and projecting it into the future. Think of yourself as momentary, without past and future and your personality dissolves.
Questioner: Does not 'I am' remain?
Nisargadatta Maharaj: The word 'remain' does not apply. 'I am' is ever afresh. You do not need to remember in order to be. As a matter of fact, before you can experience anything, there must be the sense of being. At present your being is mixed up with experiencing. All you need is to unravel being from the tangle of experiences. Once you have known pure being, without being this or that, you will discern it among experiences and you will no longer be misled by names and forms.
Self-limitation is the very essence of personality.
~ from 'I Am That'; ch.45