Our client is a well-established consumer goods company—over 100 years old—with a beloved brand and comfortable culture steeped in its long history. The relatively new CEO, who was recruited from an outside organization, wanted to establish a new vision and mission focused on delivering growth through innovative products, acquisition, and market expansion. She wanted employees to align to this new vision and mission without losing touch with the values that were the bedrock of the company’s success.
Further compounding the challenge of achieving aggressive growth targets and ambitious goals were changing market conditions. Most notably, consumer tastes were changing, and the company needed to be strategically focused, innovative, and agile.
The company had communicated and reinforced the core behaviors and leadership standards the year before. As a result, people knew about the new vision, mission, and behaviors, but they often struggled to connect these concepts to their daily work. It’s one thing to clearly communicate a vision—but quite another effort to ensure individuals are connected to the vision and can bring it to life.
Blueline was called in to reinforce the CEO’s desire to facilitate a change in the culture. Our goal was to put the company’s vision, mission, values, and behaviors in the context of each individual’s job role. The client also needed us to help leaders explore how to champion this transformation by demonstrating the new leadership standards.