Changing but not changing: how to evolve without losing yourself

Career transitions, whether by choice or by necessity, have a way of shaking even the most seasoned professionals. We've all gone through it: the very process of change can feel like a threat to identity.

This article introduces a concept that can help you respond to that tension with clarity: the personal centre of gravity. Think of it as the internal system that holds your personal brand together. It is made of your purpose, your core values, the principles that guide your conduct, and the red lines you will not cross. These elements do not lock you into a fixed identity. They enable coherence through change.

Let’s explore this idea more deeply.

A concept borrowed from life

In biology, the concept of autopoiesis was developed by the Chilean scientists Humberto Maturana and Francisco Varela, founders of the so-called Santiago School. Autopoiesis describes the capacity of living systems to regenerate their components and maintain their identity over time. This regeneration is not arbitrary. It is a purposeful response to external stimuli, ensuring that the system preserves its viability and continuity in a changing environment. In essence, autopoiesis is how life sustains itself through inner renewal and outward adaptation. It is a concept rooted in a systemic view of life, where each component of the system contributes to the whole, and the whole influences each component. A cell, for instance, constantly renews itself, yet remains recognisably the same. And so does our body, which completely regenerates itself approximately every 7 to 10 years.

This concept has travelled beyond biology to become a powerful metaphor for how people and organisations manage change. Autopoiesis reminds us that a living system does not need to resist change to remain whole. It must simply regenerate itself from within. This is how resilient personal brands are built, not by clinging to what they were, but by evolving without losing their essence.

The centre of gravity: a personal brand’s stabiliser

How do you ensure you maintain your identity, especially when your context changes? I have developed the idea of the centre of gravity as a unified metaphor to help understand the core anchors of the identity of a brand, whether corporate or personal. The expression is an homage to a famous song by Italian singer-songwriter Franco Battiato. It is the set of forces that gives you strategic coherence and emotional stability. It is made of:

• Purpose: the long-term 'why' that animates you.

• Values: the guiding beliefs that define what matters.

• Principles: the behavioural rules that operationalise those values.

• Red lines: the boundaries you will not cross, even under pressure.

These components work together like the gyroscope in a spacecraft. They stabilise you in flight, even as you manoeuvre.

You may change sectors, shift your offer, accept new roles or enter new geographies. If you are working in the corporate world, you must have lived this situation as a leader who switches to a new position and finds a new team. More clearly, you have certainly experienced this if you have changed jobs. In the extreme, you have lived it if you, like me, have left the corporate world to create your own business. But if your centre of gravity is clear, you remain recognisable, to yourself and to others. You project coherence even as you transform.

This clarity is also key to your well-being. When the pace of change is high, the risk of fragmentation increases. Without a solid internal compass, professionals can drift, compromise too much, or burn out. The centre of gravity protects against this.

Evolution is not dilution

There is a widespread fear that if we adapt too much to our context, we become something we are not. This fear is justified, if our changes are reactive, opportunistic, or unanchored.

But if we work from our centre of gravity, change becomes purposeful. It aligns with what Clayton Christensen called a “discovery-driven approach”, testing new paths while staying faithful to our ultimate goals. We do not copy others or chase relevance at any cost. We adapt, yes, but from a position of inner alignment. We expand without dispersing.

Linking it to your vision of success

The centre of gravity is not only a stabiliser through change. It is also a foundational anchor when we begin to define what success looks like for us. Without a centre, any vision of success risks being short-lived, incoherent, or simply borrowed from external expectations. But when the centre of gravity is clear, it becomes possible to build a vision of success that is both bold and sustainable. The two (your centre of gravity and your vision of success) work in tandem. They allow you to chase your dreams while staying true to yourself.

A coherent vision of success is built on three pillars:

• Identity: who you are and what you deem important.

• Ambition: what you want to achieve materially and symbolically.

• Legacy: the impact you want to have on others and the world.

Your centre of gravity is what ensures that this vision is sustainable. It keeps your ambition in check with your values. It ensures that success is not just about milestones, but also about the path you take and the person you remain as you walk it.

This is where strategy and integrity converge. A sustainable personal brand is one that can evolve without dissolving.

When things are hard, and when they are going well

The centre of gravity is not just a resource for crises. Of course, when you are pushed into a career change, made redundant, or forced to reinvent yourself, it offers a reassuring anchor. It reminds you of your worth and your values, even when external recognition is lacking.

But the centre of gravity is equally important when things are going well.

When opportunity abounds, new roles, new markets, more visibility, your centre helps you make wise choices. It guards you against distractions and excess. It allows you to grow with composure.

In times of abundance, the risk is not failure but dispersion. Success breeds new demands, new offers, new temptations. If you are not clear on who you are and where you are going, you can become fragmented, reactive or incoherent. The centre of gravity is what keeps your growth aligned and meaningful.

Staying centred in turbulent times

In turbulent times like the ones we are living, having an anchor is not optional—it is essential. Change is the rule, not the exception. And when the waters rise, only those with a clear centre can stay the course. The concept of autopoiesis reminds us that the ability to survive and grow depends on our capacity to regenerate from within, while remaining open and responsive to our context. Likewise, your personal brand needs to be rooted in identity, driven by purpose, and responsive to external demands without surrendering coherence.

This is where the strategic power of the centre of gravity comes into full view. When combined with a clear and balanced vision of success, it becomes more than a metaphor. It becomes a decision-making compass, a filter for opportunity, and a source of calm strength. It allows you to evolve without getting lost. It is what enables you to remain whole while becoming more.