Like individuals, every organization has a character. Or personality. More fundamentally, it’s about “Who are you?” Lots of companies put their “vision”, “mission” or “values” which are crafted in plagues in the most visible locations. But do people really believe in them and internalize them in their daily behavior? Often not. Many companies do not have a clear sense of who they really are. They let their subconsciousness lead their behavior and end up being disillusioned. And eventually lose their direction and are trapped.