Aligning the organisation for transformation and growth

After a busy time with exciting projects, we had the opportunity to reflect on one of our customers’ pervasive challenges. Regardless of the initial cause of the project, almost all of our recent projects have one thing in common: the need to create “one company.”  

The desire to create a common point of departure and a unified narrative often stems from varied sources. For some, it is a response to rapid growth, whether organic or through M&A. For others, it’s about staying relevant in a market undergoing fundamental changes. A critical insight is that successful transformation requires starting from within – clarifying the organisation’s identity and aligning it with a shared purpose and goal. This approach not only solidifies internal cohesion but also strengthens the external narrative, making the transformation more enduring and impactful.

“A critical insight is that successful transformation requires starting from within – clarifying the organisation’s identity and aligning it with a shared purpose and goal.”

Our experience shows that organisations can navigate complex transformations more effectively by discovering and defining their identity. This identity becomes the compass for decision-making, strategy development, and aligning teams across business units and locations. Whether it’s integrating acquired companies, redefining the brand, or driving innovation, having a strong identity ensures that every part of the organisation moves in the same direction, contributing to a cohesive and influential presence in the market.

Lessons from the field: The power of Identity in transformation

Here are a few examples from our recent work to illustrate the power of identity work. One CEO we worked with said, “With a joint understanding of our WHY and identity, the synergies between different parts of the organisation are way higher.” The CEO continued, “We have become a completely aligned management team, which has erased all major discussions on priorities and directions.” This sentiment echoes across many of our projects.

“We have become a completely aligned management team, which has erased all major discussions on priorities and directions.”

In one project, a company undergoing significant transformation leveraged their identity to realign their strategic goals. By focusing on “who they are” and what made them unique in the market, they found the courage to undergo significant internal and external changes, enabling them to stand stringer in the market than ever, with one unified brand instead of several brands. This led to a strong identity, embracing existing culture and values, a revised brand strategy with more efficient sales and marketing efforts, and a more efficient customer experience. Lastly, the projects sparked a synchronization between the internal and external brand.
Another project, a company facing market disruption, used the Identity work as basis for rethinking their business model. By realigning with their core identity, they discovered new growth avenues that were not only new but stayed authentic to their brand. This approach facilitated a smoother transition but also resulted in stronger market differentiation, making them more resilient against future challenges.

Furthermore, what we experience again and again is that Identity work provides the company with a unique “state of the union”, which serves as a look into the scope of the upcoming change and transformation in question. Through the process, the unvarnished reality will be revealed, enabling you to decide which identity elements that need to be amplified and which ones need to be examined further and perhaps even acted upon, for the company to reach its strategic targets.

These experiences shared by our clients reinforce the importance of starting transformation from within. When identity becomes the foundation, the change is not only more sustainable but also more impactful, creating a unified company, where every individual feels connected and part of a larger purpose, ready to embrace its future.

Are you ready to uncover and harness your organisation’s true identity to drive sustainable transformation? Or are you just curious to know more? Please feel free to reach out to us or book a short introduction meeting.