I was once asked by a friend, “how do you see yourself in the next 10 or 20 years?” It made me think long and hard. I started out in government service as a soldier for 12 years, then shifted gears. For the next 12 years, I was a practicing lawyer before returning to public service at the Bureau of Immigration. Now I serve as general counsel in the private sector. I guess it is one of the frequently asked questions (FAQ) for people my age. After all, those born in the so-called generation X should have enough life experiences to fully understand who they are and discover the things they are passionate about.
Same thing with companies, which are founded on a vision that needs to be changed when circumstances change. Most companies are confused and suffer a corporate identity crisis whenever competition gets ahead or when leaders are replaced. Some companies find it difficult to solidify a company brand and sustain it. Before, a company’s brand only included the logo representing its corporate identity and some internally ingrained business activities that customers will associate the logo with. But in this day in age, brand encompasses anything physical, mental, behavioral or habitual that will reflect company culture. However, at times, the physical representations of the brand are misaligned. For instance, a company that identifies itself and represents to its customers to be proudly Filipino would have the colors of the flag in its logo but the music and language used in its marketing material are very much westernized. Its amenities are hardly Filipino made; the look and feel are not necessarily of the Philippines. Instead of carving out a market where customers would loyally reward this company by patronizing its uniquely Filipino products and services, this company seems to chase after every trend in the market or whatever its competitors adopt. By virtue of identity confusion, the company loses its core advantages in the industry.
One way to avoid or minimize identity crisis is to first create a compelling yet simple vision. For individuals, I suggest the book of Laurie Beth Jones—The Path—for them to discover what makes them tick as they formulate a personal vision statement. Individuals need to know on a daily and long-term basis what activities they do better than most and where their passion lies. In the Bible, Proverbs 29:18 tells us, “when there is no vision, the people perish.” One law-school classmate of mine never drifted away from his vision. In school, he knew he wanted to become not just any kind of lawyer but a litigator. He enjoys intelligent debate and the ambience of courtroom battle where litigants argue positions using words instead of swords, logic instead of rifles. Knowing his talents and passion, he stuck to who he is. He tried teaching a few years back, but he realized soon enough that such activity is not aligned with his personal identity. He stuck to his core identity, before and after law school, to the point that he joined law firms only with extensive litigation practice until he became a partner in one. I can surmise that most of my classmates would recognize Raymond de Castro as one of our batch luminaries in the field of litigation. He’s not just competent but he is also passionate in protecting the interests of his clients. And most important, he is enjoying what he is doing while earning a decent living.
For companies, it is not as complicated. There will always be divergence in terms of the vision of those who founded it, especially for family-owned businesses. But the corporate vision should be short, simple, and shared by everyone in the company, from the highest corporate executive to the lowest ranking maintenance guy. Companies must at the onset formulate what makes them different from others and must discover where their passion lies in terms of developing products and services. This vision will dictate its identity. For instance, Disney Inc. was founded on a vision to make people happy. As such, Disney executives find little difficulty in arriving at any business decision. If the activity, procedure or investment in question makes people happy, then the answer is a simple yes. So no matter how the world turns, leaders in Disney stick to this core identity and vision. If the business climate changes, business decisions are easy to make if companies stick to who they are. If doing or changing things does not align with what the company stands for, leaders should just say no. Sticking with the vision will build a loyal following of customers who understand and embrace the brand. Confusion in corporate identity happens from time to time. But with each decision that deviates from the vision, executives need to check their anchor so that future decisions moving forward will put the identity back on track.
But it does not mean that we should not allow disruptive activities to change our direction. There are times when companies may change its entire business model or face extinction, as in the case of Blockbuster Inc. There was a time when this company was lord and master of the video rental business in the United States. But when it refused to change its course out of fear of losing its corporate identity, it disappeared as an entity after suffering irreversible losses.
On the other hand, and at a personal level, I have seen people born and raised under one set of values, spiritual beliefs included. Their identities are predicated upon parental and societal influences. Somehow, they struggle as to their identity and purpose in life as they encounter different people and events. I see a few of my classmates change career in their forties. Some relocated to the provinces and some migrated to another country in their 50s. Change, or what most people nowadays call as disruption, is acceptable, necessary, and, at times, indispensable. But how often do we need to change courses?
People sometimes change not necessarily for survival but perhaps for personal contentment. I have seen people born under one roof with the same set of parents and educated in the same schools, change their political affiliations, apply for different citizenships and even convert to other religious faith. They change their core identity at birth due to the ever-changing circumstances around them. And in recent years, I have seen quite a few of my Catholic friends convert to another religion. In the Bible, 2 Corinthians 5:17 tells us, “Therefore, if anyone is in Christ, the new creation has come: The old has gone, the new is here!” For some, the transformation leads to a drastic identity change as their perspectives about good works are drastically changed.
And so my answer to that FAQ of how I see myself in the future has been with me all along. I am not confused as to my core identity despite changing employers. Whether it is telling bedtime stories to my children or teaching intelligence subjects in the Army or inspiring/intimidating my law students to learn the law, I have been a messenger of stories and lessons. I know that my passion and talents lie in sharing stories, spoken or written, inspiring or otherwise, formal discussions or informal conversations. So, 10 or 20 years from now, I still see myself teaching, realizing that this gift was given to me for a purpose by Him whose call I cannot ignore. We can never go wrong if we stick to who we really are.