“No society can properly function without classification, without an arrangement of things and men in classes and prescribed types. This necessary classification is the basis for all social discrimination, and discrimination, present opinion to the contrary notwithstanding, is no less a constituent element of the social realm than equality is a constituent element of the political. The point is that in society everybody must answer the question of what he is — as distinct from the question of who he is — which his role is and his function, and the answer of course can never be: I am unique, not because of the implicit arrogance but because the answer would be meaningless.” — Hannah Arendt

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“The basis of man’s life with man is twofold, and it is one — the wish of every man to be confirmed as what he is, even as what he can become, by men; and the innate capacity in man to confirm his fellow men in this way. That this capacity lies so immeasurably fallow constitutes the real weakness and questionableness of the human race: actual humanity exists only where this capacity unfolds. On the other hand, of course, an empty claim for confirmation, without devotion for being and becoming, again and again mars the truth of the life between man and man.” — Buber

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Brand positioning: the systematic attempt to outfit an organization’s or individual’s Who with a suitable public What.