Real Problems -> Customer Identities -> Identity Politics

“Real problems” are actually a generalization of “customer-driven.” A real problem points to a real person who already has that problem — namely a customer.

All identities are in fact customer identities. Identity politics is actually customer politics.

The only reason to have a stable identity is if you want to acquire something through it, whether it is through participation in family, community, the market, or politics.

Race & ideology are customer identities just like preferring vanilla over chocolate ice cream is a customer identity. You buy things through those identities, even if it isn’t with money.