Where to Begin?
The Executive ImperativeIdentity Dynamics run deep in the workings of organizations, ideally mirroring the workings of the human being, where all of the parts add up to a coherent, value-creating whole. These dynamics are ever-present and, when fully understood, can be harnessed to drive perpetual growth that benefits all stakeholders, from customers, employees and investors, to suppliers, partners and the communities in which the company operates.
In terms of its impact on how companies can maximize their value-creating potential, The CEO System is only the beginning. The CEO System is brought to life by additional Systems, which detail how each of the Six Systems function. These additional Systems reveal strategic and operational decision points, where identity can flow freely or is diminished, and which executives need to be aware of to ensure ‘identity integrity’ as they manage the business.
As its center of gravity, the identity of the institution is an enduring proposition, becoming more powerful, more valuable, with time. Consequently, management’s job isn’t to try and change the identity of the company; it is to change how the company’s identity is expressed in order to keep the company fresh, relevant and steady in a world
marked by volatility, uncertainty, complexity, and ambiguity.
The essential executive challenge is to lead the organization in a way that continually expresses, models, and reinforces its identity, in all decisions and actions. To veer from this path is to constrain value creation and limit the wealth the organization can hope to achieve.
Following the path that identity reveals isn’t necessarily easy. Identity-based management is a discipline, not an exact science. It constitutes a leadership philosophy, grounded in practical, guiding principles, inspired by an abiding passion for long-term value creation. It requires that everyone, from the Board and CEO, to call-center staff, shop floor workers, and the salespeople in the field keep the identity of the organization top of mind as a decision-making guide as they go about their work.
Investing energy in discovering, nurturing, and managing an organization through the dynamics of identity-based management is the most reliable way to ensure that it will not gradually allow the driving force of identity to be slowed down or choked altogether. Organizations need not perish. Rather, they will be – and be seen as – distinctive, authentic, and sustainable enterprises, with all the rewards that accrue to such institutions. With this in mind, it is essential to realize that what will ensure success over the long haul is the same thing that will produce success, starting now.
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