Movement not Mandate

When working on your organizational culture, it’s important to remember that changing the culture is not a mandate, it’s a movement. A movement that can take time and needs to be framed well.

A important skill I speak with leaders I’m working with on their organizational culture was eloquently written about in HBR article Changing Company Culture Requires a Movement, Not a Mandate by Bryan Walker and Sarah A. Soule. It’s how to:

“Frame the Issue

Successful leaders of movements are often masters of framing situations in terms that stir emotion and incite action. Framing can also apply to social pressure to conform. For example, “Secondhand smoke kills. So shame of you for smoking around others.”

In terms of organizational culture change, simply explaining the need for change won’t cut it. Creating a sense of urgency is helpful, but can be short-lived. To harness people’s full, lasting commitment, they must feel a deep desire, even responsibility, to change. A leader can do this by framing change within the organization’s purpose - the “why we exist” question. A good organizational purpose calls for the pursuit of greatness in services of others. It asks employees to be driven by more than personal gain. It gives meaning to work, conjures individual emotion, and incites collective action.”