You are more than What you make
How do you move from being a commodity to a brand? The answer is found in identity. You are more than you make. What we make is different than the value we add. In other words, our identity is based on the result of what we offer, not on the product that we offer.
“We’re in the customer service business, we just happen to be an airline.” -Herb Kelleher
When we change the conversation from us-centric to customer or human-centric we find our identity and our meaning. Who is your customer? What do they want? What do they value? What is the result of people interacting with our company and our products? The answers lead to your true identity.