As I look to make changes to my current website, it has become an interesting exercise in identifying who I am and what do I want to accomplish?
So many times an organization will write a business plan based on a life-long dream, create all of their content, start to sell their product and then forget what motivated them in the first place. Or better yet, what happens when things change and the dream evolves into something completely different than what they originally started with?
Would you consider this an identity crisis? An organization thinks they know what direction they want to move, but after a bit they start moving in a different direction. A case of a short attention span – possibly? I believe it can become an identity issue when you attempt to continue with your initial plan while dabbling in something new, and not doing either especially well. It becomes confusing to the public, let alone your team members. What do your customers expect when they walk through the door? Are your team members able to clearly communicate what it is you do?
For example, think about what every major fast food chain has tried to morph into. For many consumers it has become confusing. Most chains had their specialty and they did it well. Now, when you hit the drive-thru at any major chain, the menu is so expansive and diverse, you wonder what exactly do they specialize in? I realize the public gets bored, but it seems to me that most of the fast food chains have lost their identity as they try to appease absolutely everyone. And, it appears many of them are not doing well financially. A correlation? Maybe.
I am going through the same identity crisis as I have started to move down a different path than the one I originally thought I would travel. I don’t see it as a bad thing, just something new that I need to explore and figure out. We should consistently revisit who we are and what motivates us. If it is the initial idea, then great! If it is not, that is okay too. That gives you an opportunity to explore your passion and figure out the best path to take.