Courage plays a major part in the willingness to be identified and in one's effectiveness beyond the initial threshold of recognition. The introduction of a planned identity rapidly enables easier progress. The more competitive the subject area, the greater the tendency towards convergence: for example political parties and national flags, but also most retail product areas, such as food packaging and automotive design. They gravitate towards conformity through fear of appearing too different. A nonentity or 'non-identity' is an identity of fake, mismatched or dubious values, which rarely remains undetected for long. Comfort often makes risk appear far less tempting. Leadership from the top is necessary for the strategy of an identity to fully succeed. Feeling uncomfortable comes with the territory. The threat of fundamental change is a key problem for all organisations, but especially for those which require a high level of transparency.