This paper stands out the productive culture difficulty to value the citizen's personal identity beyond the professional one. The abilities proclaimed as essential to the personal and organizational survival, such as autonomy, leadership, communication and cooperation are analyzed, in Foucault and Heller, in the confrontation of the citizens, in which to construct "me" and "us" promotes an educational process. It is concluded that the subjectivity, since the 18th until the beginning of the 21st century, is found poor in its "to be" existence and valued as "ought to be". Learning to deal with the norms demands devotion, commitment and responsibility to learn, choose and decide, discerning attitudes and exerting the principle of freedom.
Identity; work; dimension ethics educative
