distinction between organisations and their environment is becoming
increasingly blurred. People are continually interacting from the
standpoint of the roles they fill as working people, consumers and me
mbers of society. To be successful, organisations harmonise their
ambitions with what the market and society consider legitimate. So the
organisation’s ability to connect with them is critically important.
Being attuned to what is happening now and what will happen in the
future. In the sector, in the market and in society. Being able to
predict what this means for the organisation, what it will require of
it, and how it can anticipate this as it defines its ambitions. The
better the organisation is connected to the world outside, the more
successfully it can create its identity in parallel with this
environment and continue to develop. That is what Identity 2.0 is about.