I was doing some coaching work recently where I talked about how easy it is to adopt a behaviour and make it into an identity, or a persona. All well and good, but these personae are employees who should come up for review. For instance, I often explain to myself and others that I'm an introvert but lately I'm wondering whether this is either true or useful. And if I had a pound for every time I've heard someone say, "but that's not who I am", I could afford a lengthy bout of psychoanalysis. (In which I might be indulged in repeating my questionable self-image until I get bored of my own voice.)

I was kicking this around with James and he put me onto this clip from Fight Club. Brad Pitt makes the point in 20 seconds.