Context and Identity

Last week I wrote to you about the critical distinction between direction and strategy.

You also need to be aware of the concepts of identity and context.

First, I’ll describe the concepts. Then I’ll share with you why it is so critical to your success in leading transformative growth.

Context is about WHY. Why does this choice matter? Of all the things we could choose from, WHY this particular path?

Identity is about WHO. Who do I say that I am? Who are we as a company?

As a CEO, business owner, or entrepreneurial executive leading transformative growth, (see previous post), all four of these elements are involved:

Identity — WHO we are is evolving and growing, both personally and organizationally. We must see ourselves in a new light.

Context — WHY we choose is critical — choosing what really matters to us and ensuring that this choice is functional and not dysfunctional.

Direction — choosing WHERE to go out of infinite possibilities.

Strategy — creating dynamic, evolving plan about HOW to get there.

So why is it so important to get the concepts of context and identity? Without clarity of context and new identity, the growth will likely stall and you will revert to the status quo.

When a caterpillar transforms into a butterfly, its identity fundamentally changes. Yet the transformation is unstoppable — the caterpillar doesn’t decide whether to create and enter the chrysalis or not, nor can it turn back once it starts. It also doesn’t really choose why to become a particular kind of butterfly. The new context and identity are hard-wired into the DNA.

Humans, on the other hand, can choose from many different possible options — so the context of why is essential. We can even get excited about new growth, but when it comes time to actually make the leap, we may become paralyzed by fear and want to revert to the comfort of the status quo. Then in doing so, we come up with a host of seemingly perfectly rational reasons why now is not the right time to make the leap.

If you are going to effectively lead transformative growth, you need to be crystal clear on all four: context, identity, direction, and strategy.

Transformative growth is way less about strategy than it is about creating a new context and choosing to live from a new identity.

Not that there is anything wrong with where you are now — but this kind of growth requires stepping into something bigger.

If you’d like help working through these four concepts as they relate to you and your company, schedule a conversation here.