How declining organizations create an imaginary double

Organizations in decline tend to create an imaginary double in which they lock themselves. This double is themselves, but in an idealized version. It is a mask that they create to hide and to insulate themselves from a reality that they refuse, letting the world go without them, even against them. The dissolution of this double, i.e. the acceptance of reality, however unpleasant it may be, is a prerequisite for any recovery. A good illustration of this is provided by the Apple turnaround in 1997.