The Invisible Line Between Attitude and Success
Corporate identity is more than just outward appearance. It reflects the strategically developed values, goals, and visions that should be experienced both internally and externally. Whether and how the attitudes of employees align with these principles is a crucial factor that sets the course for success or failure.
In his book „Haltung entscheidet”, Martin Permantier shows how conscious decisions for different attitudes shape our actions in the long run. A shared attitude cannot be artificially created or imposed from above. It needs space to develop organically within the team. What does this require? An open, learning, and reflective attitude at all levels. What does it bring? An organizational culture that is consistent outwardly and credibly lived and experienced internally. A rewarding perspective. What attitude do you show?
Organizational Identity: More Than Just a Role
Organizational identity unfolds from the lived norms, values, and actions of the company. Unlike consciously crafted corporate identity, organizational identity is shaped more informally through daily interactions. Erving Goffman’s book „The Presentation of Self in Everyday Life” examines the concept of social roles, which people take on depending on their position, environment, and the expectations placed upon them. Roles often serve as a means of adaptation to function within the social framework. Goffman describes the performance on the “front and backstage” as an inevitable part of our social lives.
In the case of organizational identity, the office grapevine takes over the direction.
The question remains: how much authenticity can an individual maintain in various roles without coming into conflict with the organizational identity? Or, put differently: how much lived authenticity is there in an unreflective company? Where is the attitude?
The Pressure of Conformity
Solomon Asch’s conformity experiment demonstrates how powerful social pressure can be on the individual. It confirms that people are willing to give up their own perception and conviction in favor of the majority, even when the majority is clearly wrong. This type of pressure to conform is particularly evident in companies with a dominant organizational identity. Employees are faced with the choice: conform to the majority or preserve their individual attitude. A struggle that ultimately benefits no one.
Everything moves in the tension between various roles and beliefs. We live in the age of network structures, where collaboration and personal responsibility are at the forefront. These network structures require a key attitude from leaders: less control and more support for the individual development of employees. This opens the path to the future. Which line do you follow?
Belonging or Separation
Attitude connects a person to a system or separates them from it. The challenge is finding a balance: a corporate identity that reflects true values; an organizational identity that allows space for individual attitudes; and an individual who understands themselves not only as a role-holder but as a carrier of inner conviction that stands firm regardless of external expectations.
What do you stand for?
With best Wishes
Claudia Gilhofer
Never stop evolving.
Stay human.
[ Communication | Human | Brand ]
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Claudia Gilhofer:
Creative Planner, Communication Psychologist in Training, Systemic Business Coach, Facilitator, Mentor, Sparring Partner, VR Expert (XR-C)
