All our work is dedicated to helping people to be the best version of themselves they can be. We bring a whole new approach to the careless but well-meaning invocation to 'just be yourself'. Our work is never about disguising your differentness, but exploiting it, while at the same time making intelligent use of the power of context. Being yourself can be an ill-advised strategy unless you know the environment you're working within. Political savvy is as necessary as self-awareness. Truly successful individuals not only have the ability to penetrate, to delve deeply into themselves, but to apply themselves with an intelligence that other people can't. And from an organisational perspective - what are the cultural implications? Whether you're an ad agency or a telecoms company you're dealing with an audience that's increasingly sophisticated and able to see through the fake, the fad, the spin. Bring in the brand specialists, the consultants, the academics even, to come up with the latest slogan, the newest mission statement, or help you redefine your organisation. Corporate makeovers happen so frequently, and have all the nimble-fingered agility of a woman coating herself in rouge. Wash it away and you'll find a paler version of the same, the canvas unchanged by the temporary camouflage. Identity, whether you're a leader or an organisation, should never be created or imposed. It should emerge. However just knowing all of this on an intellectual or abstract level is a low fence. Teaching can make you clever, but application makes you wise, and all of these concepts are lifeless without execution. Our work is designed for ambitious individuals who take low fences in their stride. But as the great American pragmatist William James might have asked: 'what's its cash value?' In one client relationship we've helped them add 25% to their revenue. In another, we helped them secure a 30-year contract. We're consistently told that our intervention has made the difference between a company winning and losing a pitch. Of course ID:ology will raise your people's spirits. But it will lift productivity too. Don't forget, there's also an I in profit. Experience ID:ology and pull yourselves together.