This article highlights a dynamic and productive duality in the expression of organizational identity claims between demonstrating coherence with the past and responsiveness in the present. Informed by renewed interest in the concept of institutional leadership, which is precisely concerned with the management of this temporal duality, we argue that its reconciliation depends on active discursive intervention. Drawing from archive data of executive speeches at Procter & Gamble (P&G), we suggest that through dissociation, the rhetorical device to distinguish the claim of an accurate or essential interpretation of core and distinctive values from a peripheral or apparent understanding, leaders actively construct fresh potentialities for organizational change. We thereby develop new insights into the dynamic processes of organizational identity maintenance, revealing its capacity to be regenerative and a herald to the new.
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