Identity Discovery

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What is it?

Identity Discovery is a process I’ve been developing over the years to:

  1. reveal one’s authentic identity (individual or business/enterprise)
  2. help understand the various Why questions...why do I do what I do, why do you do what you do, why does this company do what it does, why am I working for this company, why do we have this client, why are we working on this product or campaign, why are our customers loyal or not loyal, why is this creative brief void of action or emotion...the list of why’s are endless.

The process works in three steps:

  1. Identity exercise culminating in a mission statement that people can actually rally behind
  2. Identity application—reconfiguring your business, or your life, to get more of what you need
  3. Perception exercise—understand how your business, or you, is perceived

Want more invested (and ultimately more productive) employees and colleagues? Deepen your understanding of Why you do what you do. With an authentic, meaningful and resonating mission, you can foster an environment of support and connectivity where people truly connect with a purposeful Why.

Confused as to why you don’t have the loyal customer- or client-base you feel you should? Maybe it’s your communication strategy. Maybe it’s your customer service or support. Or, perhaps, what you’re communicating isn’t really all that different from everyone else.

These steps are an amalgum of learning and experiences I’ve collected throughout my career while incorporating a number of my own inputs and evolutions. When businesses and individuals better understand who they are and why they do what they do, a unique and authentic vision emerges. This process gets to the nuts and bolts of one’s actual and true identity. From needs, wants, values and struggles to perception to ultimately crafting an authentic, emotion-fueled and rallying mission statement.

Step 01 (below) generally outlines the first part of the process. When I work with businesses, we can achieve a great deal of clarity in a two-day workshop. When I work with individuals, however, it is typically at a slower pace.

* See the Zales Mission Statement rewrite for an example result of a similar process.