How Individual Visions Enable the Design of a Market Strategy that Works
Chapter 7: The Impact of Identity: Lessons Learned
This chapter brieﬂy reviews the JOURNAL case study and its feasibility, and highlights selected lessons learned. It then describes other practical experiences concerning the impact of desired organizational identities and the proposed strategy making process design, in particular in larger organizations. 7.1 THE CASE STUDY: REVIEW AND LESSONS LEARNED From my perspective, the JOURNAL case study clearly veriﬁes the feasibility of the designed strategy making process proposed in Chapter 5. Two of the most critical elements of a strategy making design turned out to be practicable: the new starting point and the change of measure. With regard to the new starting point in strategy making, the case study shows that participants were willing and able to express their individually desired organizational identities. More important still, they were able to reach a consensual agreement on an aggregated shared desired identity (SDI) by avoiding paralyzing conﬂicts. This is important because the revelation of desired identities and the consensual creation of an SDI was possible even though (a) there were major hidden and subliminal internal conﬂicts between team members and departments, (b) there was limited and self-centered thinking in departments, and (c) participants were extremely suspicious of their management and of external facilitators. These initial organizational conditions are more the rule than the exception. I do not mean that the new starting point completely eliminated conﬂicts, fears or even distrust. But the participation principle and ﬁrst positive experiences of sharing desires and creating a common desired identity created...
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