How an Organization Views Itself Can Have a Profound Influence on Decision-Making

In a now-famous 2005 exchange on the floor of the U.S. Senate, one senator spoke out against legislation that would have prohibited cruel, inhumane, or degrading treatment of prisoners captured in the conflict with Iraq. 

The senator argued the legislation was unneeded because the prisoners were not typical POWs, but were terrorists dedicated to destroying the United States. 

In rebuttal, Senator John McCain, a former Prisoner of War, declared, “It’s not about who they are. It’s about who we are.” In McCain’s view, the abuse of prisoners of any kind was inconsistent with longstanding American values held dear for generations. 

How an organization sees itself — not only what it stands for and what it values, but also how it positions itself relative to competitors, defines its destiny and vision, and articulates why it exists — has a tremendous influence on the decisions it makes. 

Decision-makers often have a desperate need to prove to the world that the identity of the organization is not negotiable. They make decisions consistent with this self-view even when they don’t recognize it. 

Once an organization, institution, or enterprise exists and engages to become successful, its identity begins to take shape. Critical events that shape outcomes become etched into both the history and identity of the place. As the organization evolves, the identity becomes more defined and stronger. The reputation of the organization, along with its values, brand, and mission, cements how the organization sees itself.  

Leaders can add to this identity with new decisions and by reacting distinctively to events, but changing it can take years. Once established, an organization’s identity is self-fulfilling. New actions, decisions, and relationships shaped by that identity work to further secure its foundation. 

During a moment of reflection, every leader should ask this question: How does our organization view itself and what impact is that having on the decisions that we make or don’t make? 

While leaders can’t easily reshape the organization’s identity, it is critical to understand the influence it has on how they think and act. “Who we are” defines an organization. Good leaders are aware of that.