THE DIGITAL WORLD flattens hierarchy, empowers individuals, and enables networks of those previously unconnected to interact. In this context, a rigid, monolithic identity is impossible. In its place, John Waters posits the “zig zag identity,” an organizational profile hallmarked by values and principles that guide creativity along pathways that balance the corporate message with personal expression. Recent work forThe Wall Street Journaland Dow Jones illustrates the isomorphic design strategy that emerges from what Waters dubs “soft cont