Identity is a choice

“The primary organising dynamic in life is identity. The first act of life is to define a self, whether a micro organism or a human being. How we humans define ourselves determines our perceptions, beliefs, behaviours and values.”
Margaret Wheatley 1

The word identity was first recorded in 1560–70 from late Latin identitās meaning “repeatedly, again and again”. The modern understanding of it representing us, as perceived by ourselves and others, dates from the early 18th century.2

The latter propels the enduring dilemma of “Who are we?” With today’s media and social landscape ratcheting the stakes of your answer. Pity the person or organisation deemed to have an inappropriate or insipid sense of self.

But I’m not going to explore the deeply personal process of what your identity is. Instead, I’m looking at its role in your actions and how they contribute value to a brand.

While genetic traits shape personal identity, organisations can choose who they are. Captured by the mix of what’s most important and how you do things (purpose and values), they shape and animate it through repeated activity.

When your actions align with your identity, the influence and energy released show up as value stored in a brand. When out of sync, it erodes value, moving you away from your ‘self’.

No activity is neutral. However, the black-and-white of acting aligned or not miss interlopers which don’t belong at all — time and energy spent on things unworthy of attention because they sit outside the aegis of our control.

Stoic philosopher Epictetus suggests a clean line between what is and isn’t worth attention.

“Of things some are in our power, and others are not. In our power are opinion, movement toward a thing, desire, aversion (turning from a thing); and in a word, whatever are our own acts: not in our power are the body, property, reputation, offices (magisterial power), and in a word whatever are not our own acts.” 3

How much time do you spend chewing on, replaying or examining acts you can’t control?

For example, you are a manufacturer who makes products people can count on. Are you deliberate in how your actions speak to that choice when launching a new product?

Did you focus on what you want it to do and how that aligns with what’s most important to you? Also deciding what it won’t do and turning away from those features. Did you do all you could to ensure it will withstand tough treatment? Have you invested in your side of the customer relationship?

Still, the trap of other’s activity can derail your identity in numerous ways. Reread the Epictetus quote, “Whatever are not our own acts”.

Not in your control are things such as whether a customer chooses to buy the product. Them having a bad day and getting mad at you or ignoring advice in the user manual.

Yet the shift between what is in and not in your control can seem murky at best. The litmus test is whether you have a choice in how that act expresses your identity. For example, I can make the product, promote it, and do everything I can to ensure it does what it says. Ultimately, though, I can’t choose whether the customer will buy it.

A quick review will highlight plenty of other’s acts living rent free in your day. But donating that attention always comes at a cost. News stories are bursting with organisations that have traded acts in their control for those not (Yes, looking at you Boeing — engineering focus traded for shareholder interests).

There is no choice in having an identity. Paraphrasing Wheatley’s opening quote, to exist is to define ourselves through identity.

So then, the choice is first what’s important and how you do things. Which you reinforce in your daily actions. That impact the value stored in your brand.

See you again in 2 weeks.
Michel

Reference
1. Who do we choose to be by Margaret Wheatley
2. Etymology of Identity
3. Enchiridion by Epictetus Translated by George Long

If you liked this please share it with a friend (or two).

Don’t forget to get your copy of my books The Unheroic Work and Between Making Money and World Peace.

Follow me on Linkedin