> So many of the products and services we use are now about our identity. Many small businesses, for example, wonâ€™t hire a coach or a consultant because, â€œthatâ€™s not the kind of organization we are.â€ Wineries understand that the pricing of a bottle of wine is more important than its label or the wine inside. The price is the first thing that most people consider when they order or shop for wine. Not because of perceived value, but because of identity.
[Seth Godin](http://sethgodin.typepad.com/seths_blog/2007/05/im_just_not_tha.html) writes: