Identity
Self-knowledge and core values
Identity is about knowing who you are—as an individual, team, or organization. It represents self-awareness, core values, and the clarity that comes from understanding your essence. Identity asks: What remains constant when everything else changes? What defines us at our core? This rune teaches that decisions aligned with identity feel right and sustainable, while those that violate identity create internal friction.
Core Question
"Who are we, and what do we stand for?"
Beacons
Beacons are guiding principles that help you apply this rune to real decisions.
Core Values
What principles are non-negotiable? Identity is defined by what we won't compromise.
Self-Awareness
Do we understand our strengths, weaknesses, and patterns? Identity requires honest self-assessment.
Consistency
Do our actions align with our stated values? Identity is proven through behavior, not words.
Differentiation
What makes us distinctly us? Identity is about what sets us apart, not what makes us similar.
Purpose
Why do we exist beyond profit or survival? Identity includes our reason for being.
Practical Examples
Evaluating a lucrative but ethically questionable business opportunity
Invoke Identity to test alignment: examine whether this opportunity reflects your core values, consider how it would feel to be known for this work, and assess whether short-term gain is worth potential identity compromise.
You decline the opportunity because it conflicts with who you are, preserving integrity and long-term reputation.
Defining company culture during rapid growth
Apply Identity to articulate what must remain constant: identify the behaviors and values that made you successful, distinguish essential culture from early-stage quirks, and codify identity so new hires can align with it.
Culture scales because you've defined its essence, allowing flexibility in expression while maintaining core identity.
When to Use Identity
- When facing decisions that test core values
- When defining organizational or personal brand
- When growth or change threatens to dilute essence
- When seeking clarity on what truly matters
- When alignment between values and actions is questioned
Related Runes
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