"Quite intentionally, all Cadbury Fruit and Nut bars are identical.

No one says, "oh, this one is really special, Brian made it."

What industrialists do: They dehumanize what they make, so it is the brand and the organization and the factory that is known and trusted, not the person on the line. (This is not always a bad thing--there are many items where consumers prefer perfect instead of human).

The outcome of this effort is that employees are fungible commodities, as long as they are able and willing to follow the manual. That's all well and good if you're the owner (or if you need a reliable supply of chocolate), but it doesn't play out so well for the worker, particularly in a society with ever-faster-shifting job slots.

The only alternative is to humanize our work. To create something that only you could have made, or said, or conceived of. When it looks and feels like you, when you are the trusted source (not an anonymous trademark) then you are on the spot, under pressure and deservedly valued."