Where to really find an organization’s Culture
Corporate culture isn’t built with mission statements or town halls—it’s carried by people. At every level of an organization, there are individuals who set the tone. They don’t always hold formal leadership roles, but others instinctively look to them as examples of how to work, how to collaborate, and how to excel.
In our work with senior leaders, one truth emerges time and again: culture leaders drive culture change. Yet too often, companies focus on “rolling out” culture initiatives from the top instead of identifying and empowering the people who are already living the values they aspire to.
Excellence in an Evolving World
The last few years have brought a shift in how people think about work, what they expect from it, and how much they’re willing to give. Conversations about balance, fairness, and well-being—important conversations—have also brought with them quieter questions about whether striving for excellence is still worth it, or whether asking too much from ourselves and each other belongs to another era.
But here’s the thing: organizations that hold to excellence haven’t disappeared. They’ve outperformed. The best cultures don’t reflect what’s normal—they set a higher standard. They are places where people aren’t simply asked to work hard, but to work smart, to push for mastery, and to take pride in what they accomplish together.
The difference isn’t a rejection of change—it’s a refusal to compromise on what makes great organizations great. And for those who value that, the results speak for themselves.
How We Found—and Amplified—Culture Leaders
At a global manufacturing company, the leadership team recognized that their culture was its greatest untapped strength. But culture can’t be “rolled out” like a new strategy—it must be discovered and amplified.
Our approach started with one simple step: find the culture leaders.
• We identified them through peer feedback and reputation. These weren’t necessarily the top performers on paper—they were the people others trusted, followed, and admired.
• We studied what made them stand out. Through interviews and small group sessions, we distilled the specific behaviors and attitudes that made these individuals cultural cornerstones.
• We amplified their influence. By creating a platform for culture leaders to share their stories and values, we gave them a voice. Their example became tangible—names, faces, and actions that others could follow.
The impact was profound. For one employee, being recognized as a culture leader was so meaningful that their family celebrated it in a local newspaper. Culture, which had once felt abstract and undefined, became a living, human thing.
Why This Matters to CEOs
For CEOs, culture isn’t something you write—it’s something you find. The leaders who drive culture already exist within your organization. Your job is to:
1. Identify them. Who do people follow instinctively? Who embodies the behaviors and attitudes that define excellence in your organization?
2. Understand them. What makes these individuals stand out? What do they do differently?
3. Amplify their stories. Give culture leaders a voice. Let others see their example and understand what your organization values.
This process moves culture from the theoretical to the practical. It shifts conversations from “values” to actions and from abstract ideals to specific behaviors.
What Happens When You Get This Right
Exceptional cultures are not reflections of the broader world—they are better. They are harder working, smarter, and more focused. And they don’t happen by accident.
When CEOs identify and empower culture leaders, they create a ripple effect:
• Behavior becomes contagious. People follow the example they see, not the values on a slide deck.
• Alignment accelerates. Culture leaders reinforce what excellence looks like, reducing ambiguity and inconsistency.
• Morale strengthens. Recognition of culture leaders sends a powerful message: “This is who we are, and this is who we value.”
In turbulent times, this kind of clarity is invaluable. It ensures that while others are distracted, your organization stays focused—moving forward, faster, and stronger.
Final Reflection
What if the strongest voices in your organization weren’t just aligned with your culture—but were driving it?
Culture isn’t a campaign or a rollout. It’s the sum of the people you empower. Start with the ones who others already follow.
That’s where culture lives—and that’s where it grows.
