How do you change the culture of a company? The answer seems simple – Start a movement within the company, restructure the company or start a revolutionary campaign for a new product. Often the change starts within the company and in due course involves the customer and becomes a successful customer movement. The movement is not a mere statement of words. It engages the employees and is more actionable. Movements give everyone in the company a sense of direction and align them with the company goals.
Many companies have started movements/campaigns to boost their company culture. Listed below are a few random examples (some successful and some others not so). Some of the examples may not exactly fit into a companywide culture change/movement and could just be a campaign for a new product or a corporate philosophy or structure. However, it represents a substantial cultural shift, a change in the thinking of the company.
| Company | Movement/Campaign |
| Apple | Think Different |
| Best Buy | ‘Results only Work Environment’ |
| Cognizant | ‘Three-in-a-box’ and ‘Two-in-a-box’ structure |
| Dell | Low-cost culture and its direct selling distribution model |
| Hackathon culture | |
| Ford | Fiesta Movement, One Ford Plan |
| Godrej | GoJiyo campaign |
| GE | Six Sigma |
| Goldman Sachs | ‘Leadership Acceleration Initiative’ – an annual six-month program for managing directors around the globe. |
| 20 percent time | |
| Home Depot | Operation Career Front |
| Infosys | 18 month initiative in 2007 to reorganize the business into new roles and structures |
| JCPenney |
“Fair and Square Every Day” pricing strategy. |
| Lockheed Martin | Full Spectrum Leadership initiative |
| Mahindra & Mahindra | ‘Rise’ brand campaign |
| Nike | Reorganization in 1993 |
| Nokia | ‘Amazing Everyday’ campaign |
| Philips | ‘Towards One Philips’, ‘Strategic Conversations’ |
| P&G | ‘Organization 2005’ program in July 1999 |
| Toyota | The Toyota Way |