We build out of who we are. The danger in a world consumed with watching others is that we seek to fashion ourselves in the image of another. All-embracing globalisation creates a manufactured culture that threatens to diminish, if not eradicate, all others. The familiarity of Coca Cola serves as a useful example. First sold in 1886, it has a company mission to sell the largest number of beverages to the greatest number of people. Its logo is instantly identifiable and Coke created our modern Santa!