Chapter 10. Diagnosing Your Firm’s Identity

How can you get a handle on the I*Dimension of your organization? As you saw in Chapter 2, identity can be an extraordinary asset for a firm; however, as shown in Chapter 3, identity can also become a serious liability. Furthermore, although there can be convergence internally and externally about a given firm’s identity, there can also be divergence.

To avoid becoming a casualty of the I*Dimension, you need some idea of where your firm is located along these dimensions. To what extent is there convergence, both internally and externally, about your firm’s identity?

Because identity lies deep in an organization’s consciousness and is rarely subject to reflection and open debate, it is more difficult to ...

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