The Soul of the Corporation: Strategies for Leading in the Age of Identity

Understand, Control, and Leverage Your Company's #1 Asset: Its Unique Identity We live in a new Age of Identity, in which your employees, customers, investors, andother stakeholders care about who you really are. More than ever, your company's identity will shape the results it can achieve. The Soul of the Corporation will help you clearly understand your company's identity, and then take control of it and leverageit for long-term adaptation and success. Drawing on real-life stories from the world's most prominent companies, the authors show how identity can be an extraordinarily valuable asset-and how, if not properly managed, it can become a huge liability. Discover how your firm's identity is related to-and different from-its organizational culture, brand positioning, and reputation. Learn how to diagnose and manage the often unconscious shared beliefs that constitute your company's soul…how to face the enormous identity challenges that arise in mergers, alliances, spin-offs, and the creation of new brands…and above all, how to lead and inspire in this new Age of Identity. Master your company's "I*Dimension" New tools for leveraging identity for competitive advantage Manage the tensions that shape your company's identity Convergent vs. divergent, internal vs. external, designed vs. emergent, sameness vs. uniqueness Overcome the dark, dysfunctional side of identity Minimize narcissism, conflict, drift, and fragmentation Protect what's precious, change what needs to change Managing identity through M&As, spin-offs, alliances, and unrelenting change