Context reared its potent head in the New York Times on the subject of Google.  Here is the bit:

“Google’s high-profile mistakes hurt because they convey the impression that Google’s behavior is increasingly inconsistent with its ‘Don’t be evil’ mantra.”

And again on the matter of electoral politics.  Here is that bit about the primary defeat of former Republican, now Democrat Arlen Specter:

“’The legacy of political switches is that you can’t do it,’ said Chris Mottola, a Republican consultant who ran Mr. Specter’s media campaign.”

The lesson keeps getting taught, but it too often goes over the heads of those who could most benefit.  “Who” you are is the most important asset a company or a politician has on which to make the public case for a sale or a vote.  Not only does the answer need to resonate (by filling a need or aligning with beliefs), but needs to be consistently portrayed.

Too often a change in course comes across as cynical, as when “I’m shocked, shocked to find gambling going on in here” is uttered by Inspector Renault in Rick’s casino room.

This does not mean no change is possible.  Selling a unit once acquired, authoring a bill that flies in the face of a once sacrosanct policy, a price rise at a time of economic uncertainty, any seeming inconsistency, even “I voted for it before I voted against it” can be seen as principled if it helps extend the story of a strong and valuable “Who.”

Make change a story about growth and the market — whether consumers or voters — will listen.  That is the first step toward leadership.

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