Latest i4cp Research | Importance of Aligning Purpose, Culture, and Brand

Embracing change becomes the new superpower

Recently, i4cp research uncovered in this era of continuous disruption, the goal is no longer to manage change but rather to manage amid change. i4cp’s research has consistently shown that high-performance organizations are much more likely to view change as normal, manageable, and a source of opportunity. Low-performance organizations are much more likely to view change as just the opposite: overwhelming, tiring, or threatening. When leaders embrace change, there is a strong positive correlation to market performance, agility effectiveness, and workforce readiness.  However, when culture resists change, there is a strong negative correlation. Given the new work models, so many organizations are employing post-pandemic, it’s important to ensure that this 2019 next practice does not get overlooked: Promote those who best model behaviors that embody and support the desired culture (i4cp, Culture Renovation: A Blueprint for Action).


Breakout Exercise #4

Come ready to share and discuss these questions in small groups:

  1. Is your culture fragmented or undefined? If so, how? In what ways can we better define and strengthen our culture?
  2. What are our greatest challenges to creating a compelling purpose, culture and brand?
  3. What more can you do to maximize our brand in both recruiting and retention of talent? 
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