Changing Corporate Culture: Educate and Encourage

Step 1 – Educate and Encourage


In order for someone to succeed in a new culture they must first understand the culture in question. If you were going to send someone from your company to China you would first give them training on how to conduct business in China’s culture. The same is true when asking someone to integrate into a new corporate culture. You must first educate your staff so they know what is expected in the new culture. By doing this you will give them the knowledge necessary to succeed.

Many firms unfortunately miss this critical first step. Often those in leadership positions see the desired cultural shift as “easy to understand” or “something that will just happen over time.” The reality is that your staff is the central key to your cultural change because they are your culture. Humans inately shy away from change that they do not understand. What is exciting to note, however, is that most humans are excited and easily willing to accept change that they see as beneficial. As a result it is important to educate your staff not just so they understand your terminology, but also so that they understand what you are working to achieve and how it will benefit them.


Most people understand the reasons that education is a critical first step, but struggle to see why encouragement is such a key component. When my wife and I first started to teach our children the alphabet we encouraged them every time they got a letter correct. After they had learned five or so letters they started to realize that they were capable of learning the letters and eventually they became self motivated as they became excited about how the letters worked in the world around them.

The same holds true for adults. If you receive encouragement (positive reinforcement) along with education it is easier to understand when you are succeeding. The result is a shorter duration to obtaining the knowledge and the development of self motivation. Simply stated, we learn better when we receive positive reinforcement for our actions.

Most often the encouragement we are referring to takes the form of verbal praise when someone incorporates that which they have learned into their job. The important thing is to ensure that they understand what they are being praised (encouraged) for.

What it looks like

Take for example the objective of changing corporate culture toward a culture that embraces business development.  Under this example, the first thing people need to know is how they can be a part of bring work in the door.  This may require training in areas such as networking, understanding the marketing process, and business development. During and after training management should focus on encouraging employees that try out newly acquired skills by simply saying ‘good job…’ and calling out the specific action that was in line with the corporate culture shift.



6 thoughts on “Changing Corporate Culture: Educate and Encourage

  1. Pingback: Changing Corporate Culture: Acknowledge and Celebrate Success « cofebuz - The Marketing and Business Blog

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