Define behaviors for culture that enable your value agenda

By intentionally shaping its culture, an organization can rapidly and sustainably capture value. However, culture only becomes how the place is run when an organization expects concrete, specific, and observable behaviors. These behaviors should be articulated at the organizational and individual level and linked to a specific organizational value. For example, an execution-focused culture that concentrates on continuous operational improvement could require the following behavior as an example of excellence: “Sticks to procedures and continuously takes action to improve them.”

One leading global metals player underwent a complete identity redefinition in less than six months. To begin, the organization involved all stakeholders, including all staff, in an extensive listening process designed to review and update the organization’s identity.

The process produced a purpose statement (to evolve and refresh the vision statement) with three purpose themes and two bold, multidecade commitments for each theme, such as reducing the risk of harm to zero and doubling the organization’s GDP contribution within the countries it operates. These commitments were further broken down into clear one- to five-year metrics. Upon finalizing the themes and commitments, the company developed a visual representation of the identity, which serves as a continuous visual reminder and guide for employees.