Transforming Telecom Culture

Many leaders realize they need to change their organization’s culture to save the business. But employees usually resist change and stick to past norms. Jay Barney, professor at the University of Utah’s Eccles School of Business, studied leaders who successfully led culture change and found one thing in common: they created and spread stories. He says it's not about making up stories but taking action — in authentic, yet theatrical and memorable ways. The new stories then emanate throughout the workforce and rewrite the old narrative. Barney explains the six rules of this practice that leaders need to follow. He’s a coauthor, with Manoel Amorim and Carlos Júlio, of The Secret of Culture Change: How to Build Authentic Stories That Transform Your Organization and the HBR article “Create Stories That Change Your Company’s Culture.”