We are interested in ideas that may be useful as we consider the challenges of human organisations. From that perspective, Arthur has done a useful service. This self-referential nature is what makes the idea so slippery. In the domain of corporations, it provides a view which is potentially far more powerful than say vision or mission. The latter two terms are given a context by identity in the sense that Arthur refers to it.
Identity is far more complex and emergent that say vision.
This is the heart of my speaking which downgrades vision as a necessary corporate component. Intelligence is the underlying organisational principle of the universe.