It is "our fault" that we have designed and constructed our entire culture around 'branding' and 'marketing' and hyper-individualism. A different culture would respond differently. More of the same approach will not change our culture (it will reinforce it).

Sinek is right that, within our culture bubble, we are going about 'messaging' this wrong.

But our current culture generated this problem. It's unlikely we can 'solve' it from within that same bubble.