Split personality does not seem to be exclusively a human condition. Artificial organisms such as companies can suffer from similar issues, especially when internal communications are disrupted.

Is there any effective therapy for this? Or is it simply a natural state of things which doesn’t actually need to be cured – just properly managed?

Check out:  Companies Have Split Personalities






  • stakeholder – a person or group that has an investment, share, or interest in something, as a business or industry.
  • encounter – a meeting with a person or thing, especially a casual, unexpected, or brief meeting
  • pit against – to set in opposition or combat, as one against another
  • vie – to strive in competition or rivalry with another; contend for superiority
  • ombudsman – a government official who hears and investigates complaints by private citizens against other officials or government agencies
  • flag – to mark (a page in a book, card, etc) for attention by attaching a small tab or flag
  • turn a blind eye – refuse to acknowledge


Think about it

Based on the text answer the following questions. Leave your answers in the comments below!

  • Historically, what’s the reason behind the isolation of departments within the company.
  • How does the fragmentation within companies affect communication with clients?
  • What behavior do customers expect of corporations?
  • What are internal corporate struggles often mistaken for and what are they in reality?
  • What are some proposed solutions to solve the issue of fragmented communications?


Practice makes perfect

 Choose the best alternative. Check your answers with the original article.

If companies (have been/are/will be) individuals, they often seem to (own/have/do) dissociative identity disorder. For many organizations, each division, function and channel has (their/its/his) own personality. And, frequently, there are (not/no/none) core corporate values consistently reflected (into/from/out of) communications (through/across/upon) the enterprise, so that various departments have (none/no/any) common ground (into/from/upon) which to work.



Put the words in bold back where they belong.

for, pitted, actuality, vying, turf, within

Even ______ marketing and communications, these disconnects are significant. Corporate communications, the “digital team,” and the various marketing/advertising divisions sometimes find ______ themselves ­­against one another, ______ to “own” various channels of communication. These internal ______ wars are often mistaken as corporate greed ______ power but, in ______, may determine whose team might expand and who might eventually have to let people go.


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