When I read this the first time my heart jumped. To me, as an artist, it rang totally true.
”…the quality of the results that a system creates is a function of the awareness from which the people in that system operate.”
This sentence really points to the core of the power of branding. Because branding is far more than a tool that affects consumer descisions. It also affects consumer awareness. And through the massive influence of branding on every level of society, it definitely affects all the ”people in the system”.
Where does the sentence come from? Let me introduce you to the Presencing Institute at MIT. This is how they describe themselves;
The Presencing Institute (PI) is an awareness-based action-research community that creates social technologies, builds capacities, and generates holding spaces for profound societal renewal. This community tries to contribute to shifting the economy from ego to eco, and toward serving the well-being of all.
A ten-year research project we started in 1996, conducted by Otto and his colleagues, including Joseph Jaworski and Peter Senge, at MIT, resulted in a consciousness-based framework of leadership and change. That framework, referred to as Presencing or Theory U, says that the quality of the results that a system creates is a function of the awareness from which the people in that system operate.