On The Nine Elements of Organizational Identity.

Alex Brueckmann skilfully blends proven methods, specific exercises and templates into the actionable framework of The Nine Elements of Organizational Identity. 

By applying his step-by-step process, leaders can leverage purpose-driven and value-based strategies, anchored in capabilities, culture and management systems. The book highlights desirable outcomes, how to achieve them, and how to avoid pitfalls on the way.

Discover how to design and implement strategy faster and more successfully, and how to make your efforts stick! Alex Brueckmann gives away the secret sauce that helps organizations reach peak performance, become truly transformational members of society, and support leaders to build a legacy.

Roll your mouse over the image below. Click on segments to learn more about The Nine Elements of Organizational Identity:

Interactive Diagram

Interactive Diagram
Purpose Principles Mission Vision Strategy Map Goals Targets Capabilities Management Systems


Purpose is your reason to exist.

Function: It provides meaning and orientation.

Characteristics: It addresses a good cause, is grand, and idealistic.


Principles are underlying values and behavioral guidelines.

Function: They provide a framework for decision-making, collaboration and desired behavior.

Characteristics: They are non-negotiable and universally valid within an organization.


Mission is what an organization does, and for whom.

Function: It defines an organization’s field of activity or business.

Characteristics: No frills.


Vision can best be defined as an organization’s state some years in the future.

Function: It paints a desirable picture that engages and motivates people.

Characteristics: It addresses hearts and minds of key stakeholder groups.

Strategy Map

A Strategy Map visually depicts an organization’s strategic priorities.

Function: It helps to steer towards the vision.

Characteristics: It addresses different stakeholder perspectives along the value chain.


Goals are the operational breakdown of strategy.

Function: They help move strategy into action.

Characteristics: They are SMART and the basis for individual targets.


Targets describe an individual’s contribution to implementing organizational identity.

Function: They create transparency, motivate, and make contribution matter.

Characteristics: They are role specific, addressing several elements of identity.


Capabilities are mission-critical skills for implementing organizational identity.

Function: They enable leaders and individual contributors to cope with change and live up to expectations.

Characteristics: They include occupational skills and a specific set of interpersonal skills.

Management Systems

Management Systems are frameworks to steer an organization.

Function: They help achieve strategic and operational objectives.

Characteristics: They support the status quo, not the change, and need to be adjusted.

Reader Reviews.

The book is currently being produced. Here’s what the latest reviewers say:

Constantin Doenges, Director Strategy & Planning - Fresenius Kabi (Germany)
Constantin Doenges, Director Strategy & Planning - Fresenius Kabi (Germany)
Another one on Strategy… you might think when looking at the front page of the book. But quickly we, the readers, get pleasantly surprised. Along a comprehensive and well structured strategy process, we deep-dive into the classical steps of strategy development. While doing so, some things are familiar, others are new or are introduced from a different angle. The book invites professionals that want to shape their company’s strategy to reflect and to challenge the status quo. It provides helpful methods that all of us can add to our toolbox, supporting us when steering through the corporate jungle while we drive for change. Quick to read and easy to grasp – just like a good strategy!
Mark Notten, Managing Partner - Silver Peak Associates (Canada)
Mark Notten, Managing Partner - Silver Peak Associates (Canada)
This book is a rare find, bringing clarity to the often fuzzy concepts that make up business strategy as a vehicle to deliver organizational identity. Alex Brueckmann has written a leadership book which guides you step-by-step to the nine essential elements of an organization’s identity using resources and techniques everyone can put into practice. As I read the book I often found myself sharing the nuggets I encountered with my business partner, usually with a comment like “here’s something we can use!”. Alex writes with intelligence, passion and humor, interconnecting his points with a combination of intuitive visuals, relevant anecdotes and practical resources, interspersed with some poignant cartoons. I discovered essential tools I could have used in my past as a CEO of fintech startups, and tools I will certainly find useful as an advisor to leadership teams. Leadership is all about people, culture and so many intangible things. This is where Alex shines in recognizing this important dimension of inspiring and affecting change. I have a mantra that ‘business is personal’ and this book brings those concepts to life. “The Leadership Legacy” has already found a prominent place on my physical and digital business bookshelves, kept within easy reach for constant reference.
Dr. Niels Neudecker, Senior Vice President - Kantar (USA)
Dr. Niels Neudecker, Senior Vice President - Kantar (USA)
Grab the bull by its horns. A book for those who are not afraid of taking ownership, who believe in sustainable change and who want to shape the future as a team, following the credo “If you want to go quickly, go alone. If you want to go far, go together”. Before reading this book, I never thought so deeply about the role of the organizational identity in building a high-performing organization that is fully aligned on all key aspects of their existence: people-centric, purpose-driven, and values-based, anchored in capability building and management systems. The “Nine Elements of Identity” that are introduced in this book are a practical framework, grounded in strategy and identity projects that Alex Brueckmann has completed within organizations over the last years. The book provides a great collection of proven concepts and practical methods to provide the reader with a comprehensive guide to designing and implementing strategy in their business. It combines a hands-on process with inspiring examples (e.g. those of Apple, Patagonia, and Porsche), quick self-assessments as well as actionable exercises and templates. Some highlights that leaders will find useful reading the book are a detailed toolbox on the identity design process as well as the six capabilities for implementing organizational identity. I highly recommend this book for all leaders who want to start taking more ownership of their strategy, carrying it from a boardroom discussion into clear action across corporate functions.
Peter Slack, Executive Vice President Operations - Handicare Group (UK)
Peter Slack, Executive Vice President Operations - Handicare Group (UK)
In a refreshing departure from “cookie cutter” strategy books, Alex Brueckmann blends his corporate expertise and consulting experience to stitch together nine core facets of organisational identity. Throughout, he manages to avoid cliché, deftly weaving real-world experience with insightful wisdom, supported by practical examples – and even templates. He provides compelling links between strategy, purpose and execution and the whole book is written as a practical, step-by-step guide to creating a powerful identity that’s inspirational and challenging. Without spoiling the surprise, in the dozens of strategy books I’ve read, I’ve never found one that so skilfully provides guidance to piece together the inspirational and aspirational with the quantitative measures and control to really align an organisation’s identity. Ask yourself – does your strategy make your heart glow? If not, get Alex’s book now. Follow his guidance, allow yourself to be challenged by his perspectives and venture into uncharted territory. This is for anyone running a strategy process – whether that be “top level” CEO and team – or a regional, divisional or even functional leader with their respective teams. Trust the book, and reap the benefits. Highly recommended.
Melanie Vongswang, Chief People Officer - Megaport (UK)
Melanie Vongswang, Chief People Officer - Megaport (UK)
Having worked in corporate industries for 20 plus years, my unexpected delight at discovering a book which talked to me as though I was in a lively & entertaining strategy workshop was a big surprise. The principles of each topic then matched by concise theory and reinforced with user friendly techniques - often humorous examples, made for frequent re-evaluation of my own organisation's desired state. I have not only 'refreshed' much of my own thinking on linkages between pillars such as purpose and its anchor to strategy, but, I've personally learned and gained more insight using principles such as the ‘balancing loop' and playing them out on the 'test' scenarios shared within. This book is an excellent blend of theory, on-trend techniques and transparent application of techniques which are timeless in their application. I highly recommend this book to anyone, operating at any level, within the working population as there are learnings for all within this book.

I specialize in coaching leaders to crystallize their organizational identity through rigorous strategy processes. My purpose is to transform organizations to make the world a better place. As a board advisor, executive coach, and speaker I have impacted thousands of executives in organizations across the world, ranging from multinationals and start-ups to non-profits and public organizations. My clients sustainably transform their environment and achieve profound personal growth. I work pro-bono for environmental protection causes and support research to find a cure for the terminal childhood brain cancer DIPG. 

Alex Brueckmann


Interview with my Agent.

Sam Hiyate is interviewed by Kate Tuck about Alex Brueckmann’s upcoming book.

Who is Sam? Why do people need an agent? How did Sam meet Alex?