Skip to main content

To Promote Culture Change, Don't Talk About It

Photo by Kin Mun Lee via Flickr


Conferences and self-help books promote lofty ideas. At work that means empowerment, collaboration, "going virtual," and so on.

But when it's time to actually implement a vision it's wise to never talk about it on that abstract level.

Instead start with a requirement that is very specific and preferably tied to the introduction of a new technology.

You let people know way ahead of time that the requirement is coming. You talk about it frequently, knowing that most of what you say - if not all of it - will be ignored as people cling to the old way.

When the requirement arrives you let people continue to work the old way for a period of time that feels lengthy enough. Even if it does not feel efficient to you.

You hold meetings and training sessions and brown bags and forums where you talk about the technology tool - only briefly touching on the requirement if at all.

The people doing those sessions should be focused on building good relationships as well as on understanding the way things traditionally have been done.

There should be ample time built in for questions and for things to get off track.

People who resist the change usually have a good reason for doing so. Listening to and engaging with them means they will convince everybody else to go along.

You don't talk about trying to do a culture change when you're doing it. That much is axiomatic. You can tout it when you write the case study at the end.

Popular posts from this blog

What is the difference between brand equity and brand parity?

Brand equity is a financial calculation. It is the difference between a commodity product or service and a branded one. For example if you sell a plain orange for $.50 but a Sunkist orange for $.75 and the Sunkist orange has brand equity you can calculate it at $.25 per orange.

Brand parity exists when two different brands have a relatively equal value. The reason we call it "parity" is that the basis of their value may be different. For example, one brand may be seen as higher in quality, while the other is perceived as fashionable.

________________
All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.

What is the difference between "brand positioning," "brand mantra," and "brand tagline?"

Brand positioning statement: This is a 1–2 sentence description of what makes the brand different from its competitors (or different in its space), and compelling. Typically the positioning combines elements of the conceptual (e.g., “innovative design,” something that would be in your imagination) with the literal and physical (e.g., “the outside of the car is made of the thinnest, strongest metal on earth”). The audience for this statement is internal. It’s intended to get everybody on the same page before going out with any communication products.Brand mantra: This is a very short phrase that is used predominantly by people inside the organization, but also by those outside it, in order to understand the “essence” or the “soul” of the brand and to sell it to employees. An example would be Google’s “Don’t be evil.” You wouldn’t really see it in an ad, but you might see it mentioned or discussed in an article about the company intended to represent it to investors, influencers, etc.Br…

Nitro Cold Brew and the Oncoming Crash of Starbucks

A long time ago (January 7, 2008), the Wall Street Journal ran an article about McDonald's competing against Starbucks.
At the time the issue was that the former planned to pit its own deluxe coffees head to head with the latter.
At the time I wrote that while Starbucks could be confident in its brand-loyal consumers, the company, my personal favorite brand of all time,  "...needs to see this as a major warning signal. As I have said before, it is time to reinvent the brand — now.  "Starbucks should consider killing its own brand and resurrecting it as something even better — the ultimate, uncopyable 'third space' that is suited for the way we live now.  "There is no growth left for Starbucks as it stands anymore — it has saturated the market. It is time to do something daring, different, and better — astounding and delighting the millions (billions?) of dedicated Starbucks fans out there who are rooting for the brand to survive and succeed." Today as …