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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
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The Secret of Culture Change summary
Manoel Amorim, Jay B. Barney, Carlos Júlio
How to Build Authentic Stories That Transform Your Organization
16 mins
Brief summary
The Secret of Culture Change unveils strategies for cultivating transformative organizational cultures. The authors provide actionable insights through a blend of theory and real-world examples to foster adaptability and enhance collective effectiveness in businesses.
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The Secret of Culture Change
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Key idea 1 of 5
Compelling stories catalyze cultural change
Stories are not just tales told; they are vivid demonstrations of who we are and what we value. They possess the power to shape perceptions, influence behaviors, and redefine norms within an organization. No wonder, then, that transforming an organization’s culture is fundamentally about crafting and sharing these kinds of compelling narratives.
Take it from Manoel Amorim. When he took the helm at the Brazilian telecommunications company Telesp shortly after its acquisition by Telefonica, he faced a culture steeped in efficiency but disconnected from customer engagement. The company’s model had served it well under government regulation, but was ill-suited to the deregulated twenty-first century telecommunications market. Recognizing the need for a cultural shift, Amorim leveraged storytelling to spearhead change.
The narrative that catalyzed this transformation centered around a newly launched product – Speedy, a home internet service. As issues with Speedy surfaced, Amorim discovered a separate helpline exclusively for senior managers and decided to dismantle it. This action itself told a compelling story: in the new Telesp, everyone from top executives to the newest customer would receive the same level of service. It was a clear message of fairness and unity.
But the storytelling didn’t stop there. Amorim personally tested the Speedy service and, encountering issues, called the customer helpline himself. The conversation was challenging and ultimately unproductive, but it provided invaluable insights. Revealing his identity to the stunned service representative, Amorim invited this employee to present his frontline experience to the executive team.
This moment was transformative, a real-life story unfolding within Telesp that underscored the importance of every team member’s voice in the organization. It wasn’t merely about identifying and fixing a product issue; it was about demonstrating through actions that the culture of the company was shifting towards transparency, customer-centricity, and inclusivity.
The effects were immediate. Speedy sales were halted until the service issues were comprehensively addressed, showcasing a commitment to quality over quantity. This story, where the CEO not only engaged directly with the challenges customers faced but also brought a frontline employee into the strategic fold, became legendary within Telesp. It symbolized a new era of leadership and a culture that values every employee’s contribution.
The takeaway here is that Amorim didn’t just address a business problem – he rewrote Telesp’s cultural script. By embedding new and powerful stories in the fabric of the company, leaders can effectively drive the culture change necessary to meet new business imperatives.
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What is The Secret of Culture Change about?
The Secret of Culture Change (2023) explores how compelling stories can transform organizations’ cultures and boost competitive performance. Packed with actionable case studies and examples, it shows you how to harness the power of storytelling to lead with greater authenticity and dynamism.
Who should read The Secret of Culture Change?
- Business leaders seeking to transform company culture
- Managers interested in honing new tools
- Entrepreneurs aiming for alignment between culture and strategy
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