Competencies represent the abilities of individuals, and capabilities capture the organization's identity (see Figure 6). In Figure 6, the individual-technical cell (i) represents a person's functional competence, such as technical expertise in marketing, finance, or manufacturing. The individual-social cell (2) is about a person's leadership ability — for instance, to set direction, communicate a vision, and motivate people. The organizational-technical cell (3) comprises a company's core technical competencies. For example, a financial services firm must know how to manage risk. The organizational-social cell (4) represents an organization's u n d e r l y i n g DNA, culture, and personality.