What's Next: Unlocking a powerful corporate culture in turbulent times and beyond!
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
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WHAT COMPANIES DO WHEN THEY SAY « CULTURE »
« This whole integrated and traditional set
of ways of acting, thinking and feeling
which gives its nature to the social group.»
Anthropologist at the University of Chicago, 1963
ORIGINALLY,« CULTURE »
WHAT CULTURE REALLY IS
« In the XIXth century, the question of the
« national unity » concerns every part of
Germany. German-speaking intellectuals
use the notion of « kultur » to deﬁne what
would be the melting-pot of a future German
nation, to give a meaning to its existence as a
Philippe Descola, successor of Claude Levi-Strauss in the Collège
AN ANTHROPOLOGICAL CONCEPT
THAT BECAME A POLITICAL TOOL
- USED TO ENHANCE UNITY AMONG
« Corporate leaders quickly integrated the
concept of culture under various metaphors
to legitimate the company’s project. »
Eric Godelier, Historian, Does corporate culture brings durability
or inertia? - 2009
AND A WAY FOR
TO STAY RESILIENT
Following the crisis, company management was inspired by sport
competitions, evaluation criteria to mobilize its team (captain, leaders,
The father ﬁgure who protects his employees and conveys strong values
(family, respect, hierarchy, religion) in the context of the industrial
At the end of World War I, companies transformed themselves into
« homes » expressing their difference through their commodities (products,
Inspired by the management style and values of Japanese or American
groups which seem to better resist changing economical cycles, European
companies see themselves as communities sharing speciﬁc values.
« Family »
« Home »
« The Sport Team »
« The Social Community »
What are the key
characteristics of our
way of working, talking,
competing against our
Which convictions to
succeed or survive do
HISTORY & HEROES
How do we tell our corporate
story? Which key ﬁgures
impacted our history?
Which are the formal
and informal rules guiding
our behaviors ?
What would be the reasons
of our disappearance?
NORMS AND TABOOS
Ben Horowitz - What you do is who you are , 2019
BELIEFS HISTORY AND HEROES
NORMS & TABOOS
Stories, even legends,
which tell the epics of
the heroes and/or the
moments of truth of the
Practices, actions, shared
celebrations which label the
company and remain
Principles from which
the company evolves in
its sector, and from
which its key actors take
Tangible signs representing an
idea, an attribute of the
corporate culture and/or
creating a sense of belonging.
BBDO -Your Home
Ogilvy W.F.H Nudge - Unleash the hounds
Oatly - Entertainment Department Haglof - Call our stores
Paradox Interactive - Care Package
Ship It Days - Atlassian
Disney. « Cast Members Pins »
Marriott. « Lifestime free stays
for 25 years employees »
Décathlon. « Team members »
SFR - ‘Tous engagés’
Selfridges - Retrain
The way many companies work changed overnight.
Team collaboration, moral support and the ability of
executive teams to pivot have never been more
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The company is no longer a closed system, but has opened up.
The collaborators have a different status
and picture themselves as passengers.
THE WORLD OF WORK HAS CHANGED :
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3 new challenges for companies and their stakeholders
Increased ‘anti-fragile’ mindset
Demand for useful brand purpose
More ﬂuid space, time, place work norms
Overnight change and profound uncertainty has prompted large-
scale ‘anti-fragile’ mindset from companies and talents.
Remote working as the ‘new normal’ might act as a catalyst for
more ﬂexible working in future.
The demand for businesses tangibly contributing to public good will surely drive a
new ethic for brands : a new era of brand purpose, rooted into its society’s utility.
Our conviction :
A strong culture enables to
thrive and be innovative in turbulent times