The process of “debranding” God is to remove all the labels and fads that prompt us to understand him as a supplier and ourselves as the most demanding of clients. Changing our perception of God also changes our perception of ourselves. He calls us his Am Segulah—his special people. Being his special people means that we believe that all of God’s instruction allows us to penetrate the borders of the impossible, that we need to learn to value ourselves as a work of art signed by God, and much more.