Josh is a people pleaser... He needs to be a leader. He has the charisma and the clout to do/be that.
As for identity... The Bills are a team that should put up 30 points per game (even with average WRs). They have an above average line, above average RB, above average pass catching TE, above average blocking TE, and SUPER STAR QB. There's no reason this unit shouldn't roll week after week. Use the run to set up the pass.
Defense is average at best.
Our identity needs to be "score early and often and make the opposing team's offense get one dimensional."