Liminal is an English adjective meaning “on the threshold”, from the Latin word līmen. Liminal spaces are transitional or transformative spaces. They are the waiting areas between one point in time and space, and the next. Often, when we are in liminal spaces, we have the feeling of just being on the verge of something.

Richard Rohr says this on liminal space…
“Liminal space can be an inner state and an outer situation where we can begin to think and act in new ways. It is where we are between, having left one room or stage of life but not yet entered the next. We usually enter liminal space when our former way of being is challenged or changed—perhaps when we lose a job or a loved one, during illness, at the birth of a child, or a major relocation. It is a graced time, but often does not feel “graced” in any way. In such space, we are not certain or in control. This global pandemic we now face is an example of an immense, collective liminal space.”

So here we are in this collective liminal space. So how should we respond as businesses and organisations? Sure, its fine to react to a situation, to get things done and get people back to work so you can find your “new normal”. Understanding that we are in the now, moving into the near but what does the far look like?

Just looking at Kubler Ross’s Change Curve that charts the process of change, we can see the natural liminal space in the middle.

Through this period some organisational cultures will shine and some will be exposed, some will listen and bring all the learnings together to create a new future, and some will be left wondering what the purpose of their organisation is and why it exists. How will your brand personality survive in multiple spaces? How is your brand culture shaping up?

The organisations that will emerge from this stronger will be those that realise they have a moment in time. To use this liminal space to think deeply and make adjustments to create an organisational brand that is competent, fair and looks after its customer and people. The organisations that will emerge in a better place will be those who block the path of least resistance and take a more informed, thoughtful approach.

Now is the time to listen and harness the opportunity. When the time is right we’d love to listen and hear about where you’d like to take your organisation, perhaps even work with you to help you take that step across the threshold.

To find out more ask RAW Brothers