Refounding, or Just Forgetting?

When does a change in business character become big enough to be called refounding?

source: unknown

The fundamental challenge of refounding endures: to define, encode, or recover the essential character that enables organizations to thrive across generations of change—and to evolve how this character is translated into operational reality for a changing world.

| Jon Iwata, When Companies Forget Who They Are

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Lora Kelly introduced me to a term I had not yet heard… which shows how little time I have been spending in San Francisco.

Apparently, companies involved in a wholesale repositioning of their companies — either because of competitive pressures or the rise of AI — have adopted the term ‘refounding’ instead of the now tired ‘pivoting’ or ‘rebranding’.