Discusses moving beyond corporate identity and branding as graphic design to the principle of Voice, defined as an organization's profile that emerges from its values and history. Outlines the design of Caterpillar's Voice as a way of building relationships as well as recognition, about taking advantage of Voice as a guidepost for strategic thinking as well as a guideline for both internal and external communications.

Endius Inc. is a start-up company entering the medical products market. Endius has developed a design and a working prototype for a new and promising endoscopic surgical instrument--steerable surgical forceps. Endius recently hired a new president, Tom Davison, who is determined to move Endius from the research and development phase into product commercialization and launch. To do so, he needs to achieve two related objectives: complete development of a technically and financially viable product and secure funding to address the cash burn typical of a start-up firm. Davison is seriously considering two product development alternatives: developing the steerable forceps using an in-house staff or partnering with an outside product development consultancy that he used previously.