Shaping a positive corporate culture

Challenges of cultural change

Cultural change is complex because it affects deeply rooted behavioral patterns and beliefs. It is not enough to design a poster with new values and principles of cooperation and expect employees to change from the ground up after a presentation by managers. Many change projects fail precisely because of this approach. People need a comprehensible reason and urgency to change. It is a key management task to clearly communicate the motivation and intention behind the change, rather than simply drafting new value posters or prescribing rules of conduct.

Instead of actively involving employees step by step in shaping the change and gaining initial advocates, the change is often first presented at large events. This leads to a critical mass of resistance because most employees have not been emotionally and mentally prepared for the change. They feel ignored, not taken seriously and perceive the change as being dictated from above. Such top-down approaches are often met with rejection as they are perceived as being externally controlled. Employees must be involved in the change process at an early stage in order to gain advocates for the change at all levels of the company.

Cultural changes are also difficult to measure. The mistake is often made of only reviewing the impact of the change measures months or years later. Instead of building trust through small, measurable steps and consolidating the change, the workforce remains in the dark as to whether the change is actually working. Without visible progress and open communication, motivation wanes and skeptics feel confirmed in their stance. This makes it harder to gain new supporters and resistance continues to grow. Change stagnates because small successes are not used to generate momentum and promote acceptance.

How does cultural change work?

Cultural change is a long-term and iterative process that relies on targeted measures and the active involvement of employees. A central approach to this is lean change, which enables change through small, controlled steps and integrates continuous feedback. Instead of imposing large, one-off transformations, lean change offers the flexibility to shape change gradually and in line with the actual needs and reactions of employees.

The following key factors are crucial to successfully mastering cultural change:

1. Clear vision and urgency: Cultural change must be linked to a compelling vision and a clear purpose. Leaders play a critical role in communicating the urgency and ensuring that employees understand the purpose and benefits of the change.

2. Early involvement of employees: Early and active involvement of employees promotes acceptance. By involving them as co-designers in the process, initial advocates can be won who support the change from within and reduce skepticism.

3. Step-by-step approach: Changes should be introduced in small, easily measurable steps. This allows the measures to be reviewed regularly and creates the opportunity to adapt the change flexibly. Early successes and visible progress increase staff confidence in the process.

4. Transparent communication and feedback: Continuous, open communication is crucial in order to avoid uncertainty and make change comprehensible for everyone. Regular feedback loops ensure that the measures are in line with both the company's goals and the needs of the employees.

5. Measurable results: The impact of the change measures must be reviewed regularly. Clear indicators and key figures help to make successes visible and strengthen motivation within the team. This supports the process and helps to consolidate long-term changes.

By taking these factors into account, cultural change can be shaped sustainably and aligned with the goals of the company and the needs of the workforce. We are happy to support you in orchestrating your change and achieve tangible success together