Abstract
The identity concept has been around in the form of “corporate identity" for some time, but its appearance as “organisation identity" is more recent. Emerging theory and initial empirical research suggest that an identity approach and “identity interventions" in particular, offer promising avenues to the organisation development practitioner for enhancing organisational focus, building resilience in the face of major change, and improving performance. Identity interventions in and of themselves, but also employed as pre-change interventions, build organisational capacity that would stave off premature organisational “death" and extend the organisation’s life expectancy.