I was recently working with one of my San Francisco Bay Area executive coaching clients, a president in a Silicon Valley high tech company. We discussed how culture change begins with getting clarity on desired results.
My executive coaching client and I further discussed how the culture that got them to where they are won't get them to where they want to be. I am coaching my client on how to change the company culture by beginning with the end in mind.
To accelerate a change in the culture, start by defining the new results you wish to achieve. Everyone in the organization needs to be focused on and aligned with the desired new outcomes. Culture changes one person at a time.
Your people must believe that these new results are obtainable. Only then can they change their thinking and actions—something that usually happens when they can verbalize their job descriptions in terms of how they contribute to successful outcomes.
For example, in a restaurant case study, one waiter stated: "My job is to achieve a 5.5% profit margin, and here's how I do it. The faster I clean and set a table, the more people we seat per hour. The more people we seat, the greater our contribution. The greater our contribution, the better our margin. That's what I do."
This response is powerful, representing a cultural shift from a mere two months previously. During that time, the restaurant realized a 200% increase in profits.
When everyone buys into creating new results, you are accelerating the necessary cultural transition. It doesn't happen easily. It requires dialogue, engagement, debate and leadership.
Your culture produces your results. If you need a change in results, then you need a change in culture. Your culture is always working, either for you or against you.
Maynard Brusman is a consulting psychologist, executive coach and trusted advisor to senior leadership teams. He is the president of Working Resources, a leadership consulting and executive coaching firm. For more information, please go to
