Aaron Douglas is one of the newest and most energetic innovative visionaries taking on the leadership and coaching world dynamically. He is well known for being the founder of The LeRock Academy, a soon-to-be charter school with global franchise aspirations focusing on interpersonal skill training and communication techniques.
In the rapidly evolving landscape of business, change is inevitable. Whether it is a technology upgrade, a shift in organizational structure, or the adoption of new strategic priorities, companies are constantly adapting to stay relevant. Yet, despite the best-laid plans, a staggering 70% of change initiatives fail to meet their goals. The culprit? Often, it is a mismatch between the change strategy and the organization's culture. To drive lasting transformation, leaders must embrace the critical interplay between change management and organizational culture.
Understanding the role of culture in change management
Organizational culture is the invisible force that drives how employees think, behave, and interact. It’s the unwritten set of rules, shared beliefs, and values that dictate "how things are done around here." Change management, on the other hand, focuses on providing structure and tools to transition individuals and teams from the current state to a desired future state.
When these two elements are aligned, change initiatives gain traction. However, when there’s a disconnect, resistance builds, and even the most strategic plans can crumble. Culture acts as both an accelerator and a barrier to change, making it an essential component to address in any change management effort.
Why culture often gets overlooked
Many organizations approach change from a purely tactical perspective, focusing on processes, timelines, and outcomes. While these are important, they often fail to account for the human side of transformation, the cultural underpinnings that determine whether employees will embrace or resist the change.
This oversight occurs for several reasons:
Leadership misalignment: Leaders may underestimate how entrenched cultural norms are within their organization or assume that employees will simply "get on board."
Pressure for quick results: The urgency to deliver measurable outcomes often leads to neglecting the time-intensive work of cultural alignment.
Lack of awareness: Leaders may not have the tools or frameworks to assess and address cultural challenges.
Steps to align culture with change initiatives
To ensure successful change, leaders must approach change management with a cultural lens. Here are key steps to align culture with change initiatives:
1. Assess the existing culture
Before implementing any change, leaders must take stock of the current cultural landscape. What values and behaviors define the organization? Are there cultural elements that could hinder or support the change? Conduct surveys, focus groups, and interviews to uncover potential areas of alignment or friction.
For example, if an organization values collaboration but a new change initiative focuses heavily on individual performance metrics, this misalignment could create resistance.
2. Define the desired culture
What kind of culture will best support the change? If the goal is to implement a digital transformation, a culture that embraces innovation, risk-taking, and continuous learning is essential. Leaders must articulate a clear vision for the cultural shifts that need to happen and communicate why these changes are important.
3. Engage leadership as cultural role models
Culture starts at the top. Leaders must exemplify the behaviors they want to see in their teams. If transparency and accountability are necessary for the change initiative, leaders must model these traits through their actions and communication.
4. Address mindsets and beliefs
Resistance to change often stems from deeply rooted mindsets and beliefs. For example, if employees view change as synonymous with job insecurity, fear will dominate their response. Leaders must address these concerns through open dialogue, empathy, and reassurance.
One effective way to shift mindsets is through storytelling. Share success stories of individuals or teams who have embraced change and thrived as a result. This can help employees see the benefits of the change on a personal level.
5. Align processes and rewards with the desired culture
To reinforce cultural alignment, processes, systems, and rewards must support the desired behaviors. If collaboration is a key cultural value, performance reviews should include metrics for teamwork, and rewards should recognize collaborative efforts. Misaligned incentives can undermine cultural shifts and stall change initiatives.
6. Foster two-way communication
Change is not a one-way street. Leaders must create opportunities for employees to provide feedback, voice concerns, and contribute ideas. This not only builds trust but also ensures that cultural nuances are considered in the change process.
The role of change champions
One powerful strategy for cultural alignment is the use of change champions—individuals within the organization who embody the desired culture and actively advocate for the change. These champions act as cultural bridges, helping to translate the vision into practical actions and rallying their peers to embrace new ways of working.
Case study: A culture-driven digital transformation
Consider a mid-sized financial services company embarking on a digital transformation. The initial rollout focused heavily on technology training and implementation, but employees resisted adopting new tools. After assessing the cultural barriers, leadership realized that the organization’s culture was risk-averse and hierarchical, making employees hesitant to experiment with unfamiliar technologies.
To address this, the company redefined its cultural values to prioritize innovation and continuous learning. Leaders shared stories of successful experiments, celebrated "failures" as learning opportunities, and implemented peer-led training programs. Over time, the cultural shift unlocked the organization’s ability to fully embrace the digital transformation.
Conclusion
Change management and culture are two sides of the same coin. Without cultural alignment, even the most well-designed change initiatives are likely to falter. By taking the time to understand, align, and nurture the cultural elements of an organization, leaders can transform resistance into readiness and create lasting, impactful change.
Change isn’t just about where an organization is going—it’s about who the organization becomes along the way. When leaders prioritize culture in their change management strategies, they unlock the full potential of their teams and pave the way for a future of sustainable growth.
Aaron Douglas, Public Speaker, Leadership Development, Community Engagement
Aaron Douglas is a leader in the interpersonal skill training, personal development, and empathetic communication arena. A humbling beginning left him speechless having to practice his speeches to enhance his communication abilities and pass his teachings to others. Although challenges arose like they often do, Aaron created mental strategies using word pattern recognition to be able to sell and negotiate business offerings in a plethora of industries some would say it is a majestic art of his communication style which leaves many wondering, how can I lead the exact same way you do. He has since dedicated his life to helping others unleash and unlock their ultimate potential.
