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Culture  Shaping
Molly  Maymar
April  2015
What  Is  Culture?
Culture  Is  
(Schein,  1990)1
• A  pattern  of  basic  assumptions
• Invented,  discovered,  or  developed  by  
a  given  group
• As  it  learns  to  cope  with  the
problems  of  external  adaptation  
&  internal  integration
• That  has  worked  well  enough  to  be  
considered  valid,  &  therefore
• Is  taught  to  new  members  as  the  
• Correct  way  to  perceive,  think,  &  feel  
in  relation  to  those  problems
CULTURE  SHAPING:  WHAT  IS  CULTURE?
1.  Schein,   E.H.  (1990,   February).  Organizational   culture.  American  Psychologist,   109-­119.
What  Is  Culture  Shaping?
Culture  Shaping  is  a  “methodical,  
comprehensive,  &  integrated  
approach  to  shifting  a  company’s  
culture  from  top  to  bottom”2  
(Senn Delaney,  2015)
CULTURE  SHAPING:  WHAT  IS  CULTURE  SHAPING?
2.  http://www.senndelaney.com/cultureshaping.html
When  Is  Culture  Shaped?
CULTURE  SHAPING:  WHEN  IS  CULTURE  SHAPED?
Critical  Incidents  Occur
• Set  of  behaviors  after  an  emotionally  charged  or  
anxiety  producing  event  create  a  norm
• Norm  becomes  a  belief  &  then  an  assumption
CULTURE  SHAPING:  WHEN  IS  CULTURE  SHAPED?
Leaders  Are  Role  Models
• Leaders  model  values  &  assumptions  that  group  
members  internalize
• Two  mechanisms  enable  internalization
• Primary  Embedding  Mechanisms
• EX:  what  leaders  pay  attention  to,  measure,  &  
control;;  how  leaders  react  to  crises
• Secondary  Articulation  &  Reinforcement  
Mechanisms
• EX:  organizational  systems  &  procedures;;  
stories,  legends,  myths  &  symbols
How  Is  Culture  Shaped?
CULTURE  SHAPING:  HOW  IS  CULTURE  SHAPED?
Three  Levers3
I. Lever  1:  Participation  &  Commitment
• Commitment  Through  Choice
• Commitment  Through  Visibility
• Commitment  Through  Irrevocability
II. Lever  2:  Symbolic  Actions
III. Lever  3:  Rewards  &  Recognition
3.  Tushman,   M.L.  &  O’Reilly  III,  C.A.  (2007).   Shaping   organizational   culture.   Winning  through   innovation:   a  practical  guide   to  leading
organizational   change   and   renewal.   Boston,   MA:  Harvard  Business   School   Press.
CULTURE  SHAPING:  HOW  IS  CULTURE  SHAPED?
Lever  1:  Participation  &  Commitment
I. Choice
• Decisions  made  without  strong  external  pressure  
increase  sense  of  personal  responsibility
II. Visibility
• Public  choices  witnessed  by  those  who  matter  
make  nonperformance  difficult  to  excuse
III. Irrevocability
• Sense  that  a  line  has  been  crossed  discourages  
consideration  of  alternative  choices
CULTURE  SHAPING:  HOW  IS  CULTURE  SHAPED?
Lever  2:  Symbolic  Actions
• Managers  are  signal  generators  who  shape  
employee  interpretations  of  what  is  important  &  
how  to  behave
• Symbolic  management  activities  include:
• Providing  lucid  organizational   goals  with  which  
employees  identify  emotionally  &  intellectually
• Ensuring  absolute  consistency  of  words  &  
actions  to  minimize  contradictory  interpretations
CULTURE  SHAPING:  HOW  IS  CULTURE  SHAPED?
Lever  3:  Rewards  &  Recognition
• Systems  must  reward  behavior  organizations  
seek  to  promote4
• On  the  Folly  of  Rewarding  A,  While  Hoping  for  B
• Flawed  reward  systems  reward  the  behavior  
the  rewarder seeks  to  discourage,  while  the  
behavior  desired  is  not  rewarded  at  all4
4.  Kerr,  S.  (1975).  On  the   folly  of  rewarding   A,  while  hoping   for  B.  Academy   of  Management   journal,   18(4),  769-­783.
CULTURE  SHAPING:  HOW  IS  CULTURE  SHAPED?
Lever  3:  Rewards  &  Recognition  
continued…
• Effective  rewards  systems:
• Emphasize  intrinsic  rewards
• Ensure  tight  linkages  between  rewards  &  
outcomes
• Capitalize  on  social  learning
• Avoid  routine
• Novel,  sincere
• Variable,  interval
How  Is  Strong  
Culture  Maintained?
CULTURE  SHAPING:  STRONG  CULTURE  MAINTENANCE
Three  Characteristics
I. Rigorous  talent  selection  system
II. Intensive  employee  socialization
• Top  management  role  modeling  of  norms  &  values
• Cohorts  who  provide  social  support
• Continual  reinforcement  of  organizational  beliefs
• Ongoing  reinforcement  through  training,  meetings,  &  
celebrations
III. Comprehensive  rewards  &  recognition
• Emphasize  desired  attitudes,  behaviors,  &  outputs
• Signal  approval  for  “walking  the  talk”

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Shaping Corporate Culture

  • 3. Culture  Is   (Schein,  1990)1 • A  pattern  of  basic  assumptions • Invented,  discovered,  or  developed  by   a  given  group • As  it  learns  to  cope  with  the problems  of  external  adaptation   &  internal  integration • That  has  worked  well  enough  to  be   considered  valid,  &  therefore • Is  taught  to  new  members  as  the   • Correct  way  to  perceive,  think,  &  feel   in  relation  to  those  problems CULTURE  SHAPING:  WHAT  IS  CULTURE? 1.  Schein,   E.H.  (1990,   February).  Organizational   culture.  American  Psychologist,   109-­119.
  • 4. What  Is  Culture  Shaping?
  • 5. Culture  Shaping  is  a  “methodical,   comprehensive,  &  integrated   approach  to  shifting  a  company’s   culture  from  top  to  bottom”2   (Senn Delaney,  2015) CULTURE  SHAPING:  WHAT  IS  CULTURE  SHAPING? 2.  http://www.senndelaney.com/cultureshaping.html
  • 7. CULTURE  SHAPING:  WHEN  IS  CULTURE  SHAPED? Critical  Incidents  Occur • Set  of  behaviors  after  an  emotionally  charged  or   anxiety  producing  event  create  a  norm • Norm  becomes  a  belief  &  then  an  assumption
  • 8. CULTURE  SHAPING:  WHEN  IS  CULTURE  SHAPED? Leaders  Are  Role  Models • Leaders  model  values  &  assumptions  that  group   members  internalize • Two  mechanisms  enable  internalization • Primary  Embedding  Mechanisms • EX:  what  leaders  pay  attention  to,  measure,  &   control;;  how  leaders  react  to  crises • Secondary  Articulation  &  Reinforcement   Mechanisms • EX:  organizational  systems  &  procedures;;   stories,  legends,  myths  &  symbols
  • 9. How  Is  Culture  Shaped?
  • 10. CULTURE  SHAPING:  HOW  IS  CULTURE  SHAPED? Three  Levers3 I. Lever  1:  Participation  &  Commitment • Commitment  Through  Choice • Commitment  Through  Visibility • Commitment  Through  Irrevocability II. Lever  2:  Symbolic  Actions III. Lever  3:  Rewards  &  Recognition 3.  Tushman,   M.L.  &  O’Reilly  III,  C.A.  (2007).   Shaping   organizational   culture.   Winning  through   innovation:   a  practical  guide   to  leading organizational   change   and   renewal.   Boston,   MA:  Harvard  Business   School   Press.
  • 11. CULTURE  SHAPING:  HOW  IS  CULTURE  SHAPED? Lever  1:  Participation  &  Commitment I. Choice • Decisions  made  without  strong  external  pressure   increase  sense  of  personal  responsibility II. Visibility • Public  choices  witnessed  by  those  who  matter   make  nonperformance  difficult  to  excuse III. Irrevocability • Sense  that  a  line  has  been  crossed  discourages   consideration  of  alternative  choices
  • 12. CULTURE  SHAPING:  HOW  IS  CULTURE  SHAPED? Lever  2:  Symbolic  Actions • Managers  are  signal  generators  who  shape   employee  interpretations  of  what  is  important  &   how  to  behave • Symbolic  management  activities  include: • Providing  lucid  organizational   goals  with  which   employees  identify  emotionally  &  intellectually • Ensuring  absolute  consistency  of  words  &   actions  to  minimize  contradictory  interpretations
  • 13. CULTURE  SHAPING:  HOW  IS  CULTURE  SHAPED? Lever  3:  Rewards  &  Recognition • Systems  must  reward  behavior  organizations   seek  to  promote4 • On  the  Folly  of  Rewarding  A,  While  Hoping  for  B • Flawed  reward  systems  reward  the  behavior   the  rewarder seeks  to  discourage,  while  the   behavior  desired  is  not  rewarded  at  all4 4.  Kerr,  S.  (1975).  On  the   folly  of  rewarding   A,  while  hoping   for  B.  Academy   of  Management   journal,   18(4),  769-­783.
  • 14. CULTURE  SHAPING:  HOW  IS  CULTURE  SHAPED? Lever  3:  Rewards  &  Recognition   continued… • Effective  rewards  systems: • Emphasize  intrinsic  rewards • Ensure  tight  linkages  between  rewards  &   outcomes • Capitalize  on  social  learning • Avoid  routine • Novel,  sincere • Variable,  interval
  • 15. How  Is  Strong   Culture  Maintained?
  • 16. CULTURE  SHAPING:  STRONG  CULTURE  MAINTENANCE Three  Characteristics I. Rigorous  talent  selection  system II. Intensive  employee  socialization • Top  management  role  modeling  of  norms  &  values • Cohorts  who  provide  social  support • Continual  reinforcement  of  organizational  beliefs • Ongoing  reinforcement  through  training,  meetings,  &   celebrations III. Comprehensive  rewards  &  recognition • Emphasize  desired  attitudes,  behaviors,  &  outputs • Signal  approval  for  “walking  the  talk”