The distinction between organisations and their environment is becoming increasingly blurred. People are continually interacting from the standpoint of the roles they fill as working people, consumers and members of society. To be successful, organisations harmonise their ambitions with what the market and society consider legitimate. So the organisation’s ability to connect with them is critically important. Being attuned to what is happening now and what will happen in the future. In the sector, in the market and in society. Being able to predict what this means for the organisation, what it will require of it, and how it can anticipate this as it defines its ambitions. The better the organisation is connected to the world outside, the more successfully it can create its identity in parallel with this environment and continue to develop. That is what Identity 2.0 is about.