Flipping the Script: Why Identity Should Drive Transformation

Ever notice how we often tackle change by plotting out a strategy first, then crafting a story to match, and finally hoping that leads to transformation? In my recent coaching sessions, I’ve seen this approach miss a crucial element: the core identity of the person or organization undergoing the change.

The Usual Playbook: Strategy Before Identity

Typically, transformation starts with a detailed plan—steps, goals, the whole nine yards. Then, we build a narrative to support it, expecting it to drive the shift. It makes logical sense, but it often skips over a fundamental question: Who are we at our core?

Take a simple example—someone who wants to lose weight. They need to integrate a version of themselves that naturally prioritizes the right balance of exercise and nutrition. They need to see themselves as a fitter, healthier person, even before the results show up. Or, they need to reach a tipping point where they’re so fed up with their current state that they’re emotionally driven to change, no matter what. Either way, change happens when identity and emotional state shift first—not just when a plan is in place.

And the same applies to organizations. Before change can truly take hold, we need to be clear on who we are today and find a way to integrate a new way of being. Only then should we craft the right narrative and build the strategy to support it.

But there's another key element: ensuring people are receptive to change. When everything feels broken, jumping straight into a major transformation might not be realistic. Instead, you may need to first fix what’s broken—the immediate pain points—before introducing larger-scale change. It’s also critical to identify a core group of people who can generate enough momentum to create a shift, even if it’s just locally at first. Change doesn’t always start from the top—it often begins with a critical mass of people willing to move forward and pull others with them.

A Fresh Perspective: Start with Identity, Then Create the State for Change

For real, lasting transformation, consider this order instead:

1?? Self-Reflection and Alignment – Before jumping into planning, take time to explore what change truly means. What are your core values? What is your purpose? For organizations, this means clarifying the collective identity that resonates across the board.

2?? Creating the Right State for Change – Once identity is clear, cultivate the emotional and psychological state needed for transformation. This could be a sense of urgency, commitment, or even excitement—whatever helps bridge the gap between the old and the new. And if the organization is in a state of dysfunction, this might mean stabilizing key areas first before attempting a bigger shift.

3?? Crafting the Narrative – With identity and emotional readiness in place, shape a compelling story that reflects this shift. A strong narrative builds an emotional connection and guides the way forward.

4?? Developing the Strategy – Only now does strategy come in. When actions flow from an authentic place, they’re more likely to stick and lead to real, sustainable change.

The Power of Personal Alignment

Skipping the alignment step can derail even the best-laid plans. This hit home for me in a conversation with Jude Jennison , who works with horses to uncover misalignments in individuals and teams. Horses, being incredibly intuitive, immediately sense when there’s a disconnect between a person’s internal state and external actions, offering real-time feedback on authenticity.

Change works the same way. If we don’t fully align with the shift we’re trying to make, our efforts feel forced, and resistance creeps in. But when identity and emotional state lead the way, change feels natural—and it sticks.

Let’s Connect

As I explore this further for my upcoming book, I’d love to hear your thoughts. Have you experienced the impact of aligning identity before strategy in your personal or organizational transformations? Drop a comment or DM me—I’d love to continue the conversation.