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Two levels: sideways, not down

Every identity has two levels: the identity, and its facets. For now, that is all, and it is on purpose.

Why two levels​

The deeper a structure gets, the harder it is to see which part is working and what outcome the identity is producing. Two levels keeps measurement sharp, so you can measure, eliminate, redesign or revise without untangling a tree.

Sideways, not down​

When a facet grows into something you want to measure on its own, it does not go down a level. It steps out and becomes its own identity.

A founder wears many hats: sales, pitch, DevOps, marketing. Sales is a facet of Founder. But the real question is whether LinkedIn is working. So LinkedIn becomes an identity, linked from Sales, with posts, DMs and comments as its facets.

Graduate a facet​

When a facet has outgrown its identity, use Graduate to identity in Identity Studio. You'll see a preview before anything changes.

When you confirm:

  • A new identity is created with the facet's name, context, Connect links and Unpack settings. You can change its color and icon afterwards.
  • Every matching action moves to the new identity, across past, present and future weeks, including anything in the 30-day Trash.
  • Relay links are updated, so handoffs point to the new identity.
  • Pulse, the activity log and your targets show the new identity straight away.

Nothing is lost, and your history comes with it.