Your edges are your brand. The places you push the boundaries a little further than others, the thing you choose to care about just a little more than others. The edges are the ways in which you are different.
Companies are 98% the same: they offer a salary, expectations, the tools to do the job, and probably some nice people to sit next to while you work. Thus, those things can’t be your brand. They are true for everyone.
But more and more, I sense that the real work of EB isn’t the stories we tell, the videos we make, the social posts we write, the job postings we build, or the websites we manage. The real work is in helping the company we work for/with to find the courage to be different, to own that difference, to be proud of that difference, when every molecule in the org structure is begging you to sit down and shut up, to just write “we’re a great place to work” as if that’s a complete thought and just post it everywhere.