In Buddhism, the term anattā or anātman refers to the doctrine of "non-self", that there is no unchanging, permanent self, soul or essence in phenomena. It is one of the seven beneficial perceptions in Buddhism, and one of the three marks of existence along with dukkha and anicca. The Buddhist concept of anatta or anatman is one of the fundamental differences between Buddhism and Hinduism, with the latter asserting that atman exists.

atman | ˈätmən | (also Atman)
noun Hinduism
the spiritual life principle of the universe, especially when regarded as inherent in the real self of the individual.
a person's soul.
from Sanskrit ātman, literally ‘essence, breath’.

anatta or anatman is one of the fundamental differences between Buddhism and Hinduism, with the latter asserting that atman exists.

You say Anatta and I say Atman, Potato, Potato, Impermanence, rebirth, da da da da, de de de de …

Who ya gonna believe? Take a random, sentimental pick? I say- show me. Only experience is empirical evidence as far as I know. How does that jive with the quantum physics axiom that observation itself can change the observed. The thing under the microscope 'knows' when its being watched and changes or drop the it knows part, but observation affects the observed. It's different when you're looking at it than when you're not.
Everything is connected?

(in the psychology of C. G. Jung) the mask or façade presented to satisfy the demands of the situation or the environment and not representing the inner personality of the individual; the public personality (contrasted with anima).
Anima - soul; life.

(in the psychology of C. G. Jung)
  • the inner personality that is turned toward the unconscious of the individual (contrasted with persona).
O Aqualung my friend, don’t you start a way uneasy…

"The word 'person' comes from the Latin word 'persona', which referred to the masks worn by actors in which sound would come through. The 'person' is the maskthe role you're playing. And all your friends and relations and teachers are busy telling you who you are and what your role in life is." ~Alan Watts

Here's what Campbell has to say:
The next element in our illustration of Jung’s schema is the persona/personae system. Persona is the Latin word for the mask worn by an actor. The personae are the outer selves, the set of masks we each wear, like some character in the Japanese Kabuki or a Eugene O’Neill play. They are the Völkergedanken, the folk ideas, the system of transformations with which we have to live. Each society has its distinctive wardrobe of personae. If we were living 250 years ago in an American Indian community, for example, we would have a totally different set of personae. It’s through the personae that we come into relationship with other human beings and with the world of nature, which is to say, the world of our own character.

Personae will differ from one society to another. In a traditional society—a supreme example of which is traditional India—you are meant to identify with the persona and live in terms of what is called the dharma, the system of duty that is put upon you. If you are a brahmin, for example, you are a priest-teacher. A kßatriya is a warrior, a vaisya is a merchant, and so on. You aren’t playing the role. You are that persona.

In our modern Western society, which has much greater respect for individuality, you are not the persona. You have to put on the role, take it off, and put it on again. The role is not part of you. Imagine the alternative. The Executive comes home in the evening and is met by the Executive's Wife. The Executive plays ball with the Executive’s Son for a little while, and then, later in the night, the Wife will have the privilege of going to bed with an Executive. A person like that, who identifies himself with his role, we call a “stuffed shirt.”

What happened to my persona? Where’s my persona? What does my persona look like? Anything you like!