Identity matters more today

There was a time when people bought products and did not care from whom they bought them. But our attention has shifted from the package in o ur hands to the identity of the company that put it there. We care now, for example, if the company is a good corporate citizen, how it treats workers, and what impact it has on our environment.

This sea of change is leading us to a potentially radically different world. Our corporate battle has transformed from contentions about resources and price into wars of identity. Are you an Apple or Microsoft person? Are you a Starbucks or Dunkin’ Donuts person? Are you a Whole Foods or Pathmark person?

Corporations face the same struggles that the military has faced for years the “war of identity.” For about a decade, military thinkers have been exploring the role of identity in determining the outcome of conflicts. Why are our conflicts in Iraq and Afghanistan persisting? How does a band of unorganized individuals, without matching uniforms or even a place to meet, challenge our large, well-orchestrated military machine?

Maybe it’s because our military is having an identity crisis. A combination of Abu Ghraib Prison photos, Blackwater mercenaries, and a serious language and cultural gap has distorted the reality of these missions. But in a world where perception is everything, no one is immune to falling ill from a damaged identity.

Stories Build Identities

There are numerous books about the use of storytelling in business, but most address the way stories are used in marketing goods and services. This topic is different. It is about competition and the tangible role that a story plays in creating a competitive advantage.

Last month I spoke with Michael Vlahos, author of “Fighting Identity: Sacred War and World Change” and one of the world’s leading gurus of this emerging focus on identities. What he shared, in simplified terms, was that:

1.     Identity drives conflict: Was the U.S. Civil War really about principles of governance or was it about northern vs. southern? Is the Microsoft-Apple competition really about software or about their respective identities?

2.     Narratives drive identity: The story you tell about yourself and your company shows how you got here, why you are right, and where you are going. Stories are the vessels of our identities.

3.     Competition is often won or lost by the narratives’ leaders’ spin.

By Kaihan Krippendorff

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