Refounding Culture Within a Company

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Ferrari: I felt very strongly that we were not going to attract the best and the brightest of the next generation if we didn't get on the right side of the issue. "I addressed the green piece annual conference, i think in two thousandor 99, somewhere in there," Ferraris says. Refounding culture within a company isn't just about persuasion; you have to consider talent that's with you now, he adds.

We often hear the story about the great leader who joins a legacy company and guides it through massive transformation. But massive transformation can also start from the inside. Bill Ford, the executive chair of the Ford Motor Company, founded by his great-grandfather, is proof that great change can come from within. He has led not just one but multiple refreshes of Ford’s mission, culture, and, especially, their approach to sustainability. In Part One of a two-part series, you’ll hear about Bill Ford’s unusual entry into the family business and how he learned to drive change against internal resistance.

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