When your culture needs a makeover.

Abstract

In 1994, the consumer products company Alberto-Culver North America faced flattened sales and the most difficult competitive environment of its history. President Carol Bernick knew that overcoming theses challenges would require a certain kind of corporate culture-but it wasn't the culture the company had. She changed that by focusing on four areas. First, Bernick made culture visible and elevated it to priority status, often by highlighting desired values and behaviors that already existed in pockets of the company. Her annual "state of the company" address stresses that people must be attuned to business realities and the drivers of success. Employees now develop statements of individual economic value describing their contributions to the company's profitability. The company's ten cultural imperatives are required knowledge for all. Second, Bernick and her executive team created the role of growth development leader (GDL). Each mentors about a dozen people. Her frequent meetings with GDLs make them effective agents of change upward and downward. The role is coveted because GDLs have real power to make change: every year they vote on the issues, large and small, that must be addressed by the business as a whole. Third, the company uses an employee survey to identify areas for improvement and to provide 360-degree feedback to GDLs and top management. And fourth, successes are celebrated constantly--through stock awards for the best GDLs, Business Builders Awards for great innovators, and many other, less formal means. Since 1994, the company has cut employee turnover in half, seen sales grow 83%, and watched pretax profits rise 336%--indicators of how cultural change is driving business results.