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How can you align your culture change efforts with the needs of your local community?

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Culture change is not only about transforming the internal values, behaviors, and processes of your organization. It is also about aligning your culture with the needs, expectations, and aspirations of your local community. By doing so, you can create a positive social impact, enhance your reputation, and foster trust and collaboration with your stakeholders. Here are some ways you can align your culture change efforts with the needs of your local community.

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Anco van der Wurff

Founder @ Elevate | I help companies to fix their organisational issues and create better workplaces
Haider Khan

Head of CEO Office

1 Identify your community

The first step is to identify who are the members of your local community and what are their needs. Your community may include your customers, suppliers, partners, employees, regulators, media, and civil society. You can use various methods to understand your community, such as surveys, interviews, focus groups, feedback mechanisms, and social media analysis. You can also segment your community based on their demographics, interests, values, and challenges.

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Haider Khan

Head of CEO Office
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Assuming that community broadly refers to impacted stakeholders, any successful cultural change effort needs to incorporate a detailed upfront analysis to understand (i) who is impacted, (ii) stakeholder mapping to understand level interest and influence, (iii) degree of impact such as level of complexity of change from a people, process and systems lens, and (iv) a projection of perceived receptiveness of change, and associated engagement and buy-in strategies.

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2 Define your purpose

The next step is to define your purpose as an organization and how it relates to your community. Your purpose is the reason why you exist and what you aim to achieve. It should be clear, compelling, and meaningful to your community. You can use your purpose statement to communicate your vision, mission, and values to your community and inspire them to support your culture change efforts. You can also use your purpose to guide your strategic decisions and actions.

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Anco van der Wurff

Founder @ Elevate | I help companies to fix their organisational issues and create better workplaces
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Discovering your organization's purpose is like finding your true north. It's not just words; it's a promise to create a positive impact. Craft a purpose that motivates your team and your community, creating a shared passion for your mission. Embed this purpose in everything you do, ensuring it guides your every move towards making the world a better place.

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3 Engage your community

The third step is to engage your community in your culture change efforts and create a dialogue with them. You can use various channels and platforms to share your stories, showcase your achievements, solicit feedback, and invite participation. You can also create opportunities for your community to co-create, collaborate, and contribute to your culture change initiatives. For example, you can invite them to join your workshops, events, campaigns, or projects. You can also recognize and reward their contributions and celebrate their successes.

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Haider Khan

Head of CEO Office
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A core component of successful cultural transformation is building a coalition and shared commitment. Often, this is focussed internally via 'change champions'. One successful approach to consider to incorporate the broader ecosystem of stakeholders in to bring them 'into the tent' as part of the coalition and co-design phase. This means including regulators, customers, shareholders, unions, suppliers and others as part of the culture design phase. I have seen this approach work successfully when redesigning the overarching purpose, mission and values of an organisation by testing and running focus groups with customers, regulators, and key suppliers / partners.

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4 Adapt to your community

The fourth step is to adapt to your community and respond to their changing needs. You can use data and insights to monitor your community's perceptions, preferences, and behaviors. You can also use feedback and evaluation tools to measure your impact and performance. You can use this information to identify gaps, opportunities, and areas for improvement. You can also use this information to adjust your culture change strategies and tactics accordingly.

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Anco van der Wurff

Founder @ Elevate | I help companies to fix their organisational issues and create better workplaces
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Metrics are key for an iterative process as aligning your culture change with local community needs. Instead of focusing on your own organisation, focus on the connection with your local community. Communicate often and abundantly, ask them how they experience it and change your plan accordingly.

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5 Learn from your community

The fifth step is to learn from your community and leverage their knowledge, skills, and experiences. You can use your community as a source of innovation, inspiration, and learning. You can also use your community as a partner in solving problems, creating solutions, and delivering value. You can use various methods to learn from your community, such as benchmarking, best practices, case studies, testimonials, and peer-to-peer learning.

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6 Grow with your community

The sixth step is to grow with your community and create a lasting and mutually beneficial relationship with them. You can use your culture change efforts to create value for your community and enhance their well-being, satisfaction, and loyalty. You can also use your culture change efforts to create opportunities for your community and support their development, empowerment, and advancement. You can use various methods to grow with your community, such as partnerships, alliances, networks, and referrals.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Haider Khan

Head of CEO Office
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Successful cultural change is challenging enough internally within organisations. In order to increase the probability of success for cultural change whilst taking into account the broader ecosystem / stakeholder network, aligning systems and structures becomes even more critical. For example, changing the cultural DNA and ethos of an organisation that is heavily reliant on external suppliers means incorporating the same values and behaviours into existing contracts and ways of working, or choosing different suppliers for better alignment. In practice, I have seen the incorporation of values / culture alignment as part of tendering and contracting processes to ensure that an organisation and its broader stakeholder ecosystem are aligned.

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How can you align your culture change efforts with the needs of your local community?

1

2

3

4

5

6

7

1 Identify your community

2 Define your purpose

3 Engage your community

4 Adapt to your community

5 Learn from your community

6 Grow with your community

7 Here’s what else to consider

Culture Change

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How can you align your culture change efforts with the needs of your local community?

1

2

3

4

5

6

7

1 Identify your community

2 Define your purpose

3 Engage your community

4 Adapt to your community

5 Learn from your community

6 Grow with your community

7 Here’s what else to consider

Culture Change

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