The Awareness dimension measures the individual’s beliefs about whether the focus of the individual or the organization should be internal or external. Two extremes anchor the continuum — Internal on the left, External on the right — and every respondent sits somewhere between them.
Internal
The left extreme (internal) characterizes individuals who believe that survival and progress are based on internal awareness and the capability to adapt to a changing environment. Individuals in this type of culture believe that the strength, bond, effectiveness, and efficiency of the group allow them to better deal with external pressures and changes that are beyond their control. Their focus is on adapting.
External
The right extreme (external) characterizes individuals who believe that survival and progress are based on external awareness and driving change in their environment. People in these environments believe that they need to drive change in order to minimize potential issues that could be beyond their control — better positioning themselves to be effective and efficient. Their focus is on driving change.
Reading the extremes
Internal cultures tend to be resilient and self-sufficient; external cultures tend to be adaptive and expansionist. Where they meet, one side often reads the other as either overreaching or navel-gazing. The Cultural Profile makes the difference visible so leaders can name it and work with it.