5. What are some of the benefits of knowing your company’s identity?

A company’s identity is like the keel of a ship that keeps it steady and on course, regardless of how stormy the weather gets. Because it’s all about value creation, identity explains how the company really makes money, so awareness of it raises the quality and consistency of CEO decision-making. Also, once an organization knows its identity, differentiation becomes natural and permanent — no one can beat you at being you!