When a gunman began a deadly rampage during the Lunar New Year celebrations in Monterey Park in January 2023, the last person anyone might have expected to intervene was Brandon Tsay. The 26-year-old grandson of the Lai Lai Ballroom’s founder was a self-described computer enthusiast, not a trained fighter. Yet, when the shooter entered his family’s dance hall, Tsay, despite having no combat experience, instinctively confronted the man and wrestled the assault weapon away from him, saving countless lives. What compels an ordinary person to commit such an extraordinary act of bravery, to run toward mortal danger instead of away from it? His story offers a powerful window into a subtle yet immensely powerful force that drives courage: Identity Fusion.
Building on the groundbreaking research of social psychologist William B. Swann Jr. and his colleagues, “identity fusion” describes a profound psychological phenomenon. It’s when individuals develop an intensely personal connection to a group, feeling a deep sense of belonging while simultaneously retaining their unique individuality. When this fusion occurs, the boundaries between one’s personal identity and the group’s collective identity become fluid. It’s a visceral feeling of oneness, where group membership becomes so profoundly personal that it hits at the very core of who they perceive themselves to be. This deep bond can compel people to sacrifice everything for a cause—even their lives.
Crucially, this isn’t about losing yourself or being completely subsumed by the collective, as might happen in a cult. The key is to strike the balance between retaining a strong sense of self, while also deeply bonding with the collective. It makes for a powerful synergy where the collective thrives precisely because it provides space for individual expression and agency, and it creates a powerful sense of belonging that can embolden an individual to act.
Brandon Tsay’s actions at the Lai Lai Ballroom offer a powerful illustration. The dance hall was more than just a business; it was his family’s legacy, a cherished community hub, and, in many ways, a surrogate family. He had grown up there, knew its patrons well, and after his mother’s passing, had taken on the responsibility of keeping it running. Though he was very much his own person, his personal identity was also deeply enmeshed with the Lai Lai community. When the gunman threatened the ballroom, Brandon didn’t just see strangers in danger; he saw his extended family, his history, and a vital part of himself under attack. This fusion of his individual identity with the collective identity of the dance hall propelled him to act without hesitation, overriding his natural fear. He wasn’t merely protecting others; he was protecting an extension of himself.
This phenomenon isn’t limited to moments of acute crisis. We see the power of identity fusion at play in various contexts, inspiring collective courage, which I go into greater detail in my upcoming book “How to be Bold: The Surprising Science of Everyday Courage” (Harper Business 2025)
- Civil Rights Activists during Freedom Summer: In 1964, hundreds of white college students journeyed to Mississippi to register Black voters, facing extreme violence and intimidation.
- Pete Carroll and the Seattle Seahawks: Former NFL coach Pete Carroll fostered a unique team culture, influenced by the Iroquois concept of the “long body,” where everyone functions as one unified being. Carroll emphasized individual growth and expression while cultivating a fierce loyalty to the team.
- The U.S. Marine Corps: The Corps intentionally forges familial-like bonds through intense, shared adversity in training, such as the grueling 54-hour “Crucible.” This experience cultivates a profound sense of brotherhood and sisterhood, where the fear of letting down one’s comrades often overrides personal fear, compelling extraordinary acts of valor.
Is this only the purview of unique contexts like these. Do we see them in business/work contexts? Many startups and even large organizations claim to create such a climate of belonging and fusion or what I have elsewhere referred to as the “Soul of a Startup” (Harvard Business Review, 2019)
In a world grappling with what the 2023 U.S. Surgeon General’s report called an “epidemic of loneliness,” many individuals are actively seeking a sense of belonging and alignment with purpose. Identity fusion offers a profound answer. As an individual, I encourage you to actively seek out environments—whether at work, in a community group, or through a cause you believe in—where your personal identity can genuinely enmesh with the collective, allowing you to feel both deeply connected and uniquely yourself. Find your tribe, nurture those connections, and allow yourself to feel at once that powerful sense of shared purpose and belonging and that distinct sense of self. And as a leader, reflect on how you can cultivate an environment where your people feel like they are truly part of something bigger, where their unique contributions are valued, and where their unique individual identities can fuse with the collective mission, unleashing a potent wellspring of courage and commitment.
