Brands are increasingly full of hyperbole and they need to find their humility again. To be comfortable in playing a more modest role in people’s lives and the terms with which they engage with people. To be more honest about the role they play in people’s lives and the value they can credibly provide. To recognise that sometimes all we do is make things work a bit better, not make the world a better place. And to be brave enough to deliver this with a touch of humour and self-deprecation.