All institutions, large and small, that care about the corporate identity, start with the image: Logo, website, product photos, event videos, etc. Every startup, from world-renowned companies (even governments and government agencies) to the third generation coffee shop in your neighborhood, must find the easiest way to imply a deep-rooted tradition, a smooth-running structure, and a satisfying customer experience in this series of images. Those who have not yet found it are waiting to be convinced by graphic and social media designers.
The discourse of institutionalism is used not only as a means of motivating the customers, but also disciplining those who work in the institution and its candidates. They have to adopt the corporate culture, respect the hierarchy, represent the institution properly, and devote themselves for the superior interest of the institution.
Collaborations prone to fail, endless circulation of employees, and instability in product and service delivery show that every structure tries to survive in a mess, and to make unpredictable processes work. In other words, most of the images presented as “institutionalism” are just fairy tales.
To overcome the fear of death in his soldiers’, Hasan Sabbah gave them a moment from heaven. The promised happiness in return for unconditional obedience and loyalty is highly persuasive. Just as corporate experience promises to both employees and customers. Once the effect of institutional opium is off, dissatisfaction and confusion will remain.
However, there is one thing that institutions ignore: While systems seek or create obedient individuals, genuine leaders and entrepreneurs do not obey, or fit into the formula: They go out of line, and take high risks.
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