Organisational identity through change
CEs and boards leading through reform
Organisation
If a ship has every plank replaced over time, is it still the same ship? For organisations moving through reform and restructure, the question is far from abstract. This article is about what happens when an organisation's identity erodes under pressure, and how it can be rebuilt, plank by plank, together.
A puzzle that stopped being abstract
Think of the classic puzzle of the Ship of Theseus. If a ship has every plank replaced over time, is it still the same ship? At what point does it stop being the same? And if every plank is swapped at once, does it lose its identity altogether?
In one organisation I led, that stopped being philosophy.
Before the last reform of vocational education, our organisation celebrated its bicultural identity as a cornerstone of who we were. But plank by plank, under pressure, the things that mattered most eroded. Our external narrative said one thing and the organisation's heartbeat said another, and people felt the gap. Rituals, commitments and, most importantly, our stories faded.
When the reform hit, it was like a wave tearing whole sections off the ship. Two-thirds of the executive team left. Friction escalated. Then COVID struck. Piece by piece, the vessel we had trusted no longer felt like the same ship.
Then came a moment I'll never forget. A colleague looked at me and said firmly: "You've lost the heart of the organisation."
In that instant, everything I'd been feeling but couldn't name came into focus. We hadn't just lost people or plans. We had lost who we were. And without that identity, we couldn't carry our people, our purpose, or those we served through the storm.
Why identity matters
With our stakeholders, the cost was just as clear. We lost trust. Confidence cracked. Relationships strained, because our actions no longer aligned with who we said we were. The learners, clients and communities we served were left less supported.
That's why identity matters. If we don't know who we are, as leaders or as an organisation, how can we guide others through change, reform and strategy toward who we want to become?
This is about more than organisational survival. Identity protects trust and anchors relationships. It gives staff belonging, and gives those we serve confidence that we won't abandon them in the storm. When leaders lose sight of identity, everyone pays the price.
Rebuilding the heart
Only after naming what we'd lost did we have a runway to rebuild. But we were still fragile, and we were carrying people who had already been through a great deal. The question became: how do we carry this team through that experience to a place where they can truly believe again?
We realised we had to let go of external narratives: the labels, the expectations and the pressure to look a certain way from the outside. We needed to rebuild plank by plank, and we needed to do it together. It had to be a shared narrative and a shared journey, with everyone taking part in shaping it: active on the ship, or stepping off. That was the only way to become something strong, recognisable and whole again.
Slowly, we began to feel a sense of ourselves again. Relationships rebuilt. Trust resurfaced. Outcomes for our stakeholders improved, and our team felt supported and connected. It wasn't a straight path. There were setbacks and small wins. But we found our rhythm again: naming what served us well, and letting go of what didn't, as we looked forward.
Reflection
- Do you have a clear sense of who you are, as a leader and as an organisation, to guide you through change?
- What stories are you telling that will help carry your people through disruption?
- Which parts of your narrative are weighing you down and need to be let go, and which are keeping you strong?
- Make a habit of reflecting on and evolving your identity. Let go of what no longer serves you, so you can meet new challenges with integrity and strength.
Identity is our compass. Without it, we drift. With it, we can stay on course.
Want support with what came up?
If you want to be ready before your own stormy day arrives, a Strategic Orientation conversation is a good place to start. No preparation required, just twenty minutes to work out the right next step together.