Identity

“Identity is the sense-making capacity of the organization”

Margaret Wheatly, The Irresistible Future of Organizing Tweet

A strong and coherent identity is the strong backbone of an adaptive company. It provides clear guidance for people operating within the company.

The trip around identity always starts with defining a clear purpose of the company and what value you will to create for whom. You need identify market needs and map it with what you believe your company can create in terms of differentiated value for customers.