The internal/external focus
Identity is a most unusual resource. When it is used with its maximum impact and inspired from the top, it has an influence on all parts of the organisa tion: design, marketing, selling, purchasing, recruitment, finance and so on. It also influences legislators, stockbrokers and financial analysts, journalists and other kinds of opinion formers. This capability to encompass both the internal and external worlds can be a source of strength, because it brings with it cohesion, coherence and clarity.