PARTS: The 5 working parts of company culture

By Dave Duarte

Culture is the hidden force that shapes our decision-making day to day, what we value, and how we get things done. And yet culture isn’t something that can be set in place, it is emergent and adapts.

The PARTS of Culture provides an memorable framework to work with when aiming to influence culture. It stands for People, Artefacts, Rituals, Tools, and Stories.

A bit of background

When we launched the OgilvyDMA in 2010, Rob Hill and Gavin Levinsohn said our primary objective was to help "geekify" the Ogilvy Cape Town culture.  Now, "Changing Culture" sounds all well and good, but when it came to it I had no idea where to start. I turned to sociological theory on culture for clarity, and out of that developed PARTS as a way to make the key concepts memorable and strategically actionable.

Here’s more details on each of these aspects, and how we applied them with remarkable success at Ogilvy.

People: gain the support of a few well connected people, and help them recruit others

Too many companies make the mistake of trying to change the whole company at once. You’re more likely to gain traction incubating culture among a group of influential people who have provide reach and access to the rest of the organisation.

Behaviours spread from person to person (Christakis, 2007). So it's important to work with a small group of people initially to make sure the cultural change is understood and adapted.

The key players in a social network are your Experts, Influencers, Gatekeepers, and Connectors. Each are important in their own ways, and you need to gain their support for any culture change initiative. These people need to have a high frequency of contact with the cultural change process an practice. They are going to be the ones that set the example and distribute the culture to the rest of the organisation. As Derek Sivers famously put it "new followers don't follow the leader, they follow the other followers."

At Ogilvy, the most influential people throughout the agency were invited to our first Ogilvy Digital Marketing Academy, and no expense was spared in ensuring a transformative learning experience that created group buy-in and connection.

Artefacts: make the culture change public and visible

Our physical environment and the objects in it form the stage on which your staff perform. Are you setting them up for great performances, giving them the cues and props they need? Art, Awards, and artefacts of belonging (like lapel pins, t-shirts, certificates) all serve to communicate cultural values. 

Open Knowledge Foundation, "OPEN" lapel pin, by Brian Glanz

Amazon, for example, reminds people of their value of frugality through the use of door-desks throughout the company. 

Ogilvy encouraged more a more digitally savvy culture by making the latest gadgets available to staff through Ogilvy Labs. There are screens live-streaming social data from clients, there are interactive demos of the latest in sensory technology around the office, and there are framed certificates displayed for people who complete digital training. Other artefacts could include the kinds of awards that are valued, for example, displaying Cannes Lions, or Bookmark Awards.

Rituals: Go from a moment to a movement

The things a company does regularly become a signal of their culture. The rituals can be small or large, everything from how you on-board staff to how you handle daily meetings. 

The key thing when you want to introduce a ritual is to do it consistently and repeatedly. It takes time for new behaviours to take root. Your company values aren’t just things that you just write down and forget about, they should be reflected in what behaviours you reward. In who you hire, promote and let go. These create behavioural norms that become embedded in your company culture.

For example, Ogilvy hosts a regular “How-To Friday” session where people who have done something extraordinary share how they did it. This signals the company’s long-term commitment to hands-on innovation. 

Tools: give people the resources to create change

How do you equip your people to do their work in a way that reflects company culture? You can't expect change if you don't enable it. Language, skills, technology, equipment, and other resources are major enablers of change.

The most fundamental tool for culture-shaping is language. When you want to shift culture, equip people with new ways to talk about what they do. 

A key part of the Ogilvy Digital Marketing Academy's success was, and is, giving people the language to speak about digital. Concepts like Impressions, Reach, Landing Pages, and Programmatic become more useful when we have the words to talk about them. 

Story: don't just tell people about the change, show them what others are doing

Stories are the way that people naturally encode and share complex social information. There are two ways a company can bring their story to life: storytelling and storymaking.

Storytelling is about finding examples of good cultural practice and crafting stories around those actions so that it is easier for others to understand what to do, and to emulate the success of the cultural heroes you celebrate.

Storymaking is about kickstarting this process. It’s not just about what you celebrate, but also how you take action. It is about taking decisive action to establish cultural precedence.

At Ogilvy, stories were created by investing more heavily in case-studies involving digital integration, such as Be The Coach (which went on to become the most awarded campaign of the year - winning international plaudits including four Gold Lions at Cannes)

Stories are like software for the mind. They help us understand cause and effect, and can have a transformative effect on what we see as possible and expected. 

The results of the first application of our PARTS model can best be summed up by Ogilvy Cape Town's Managing Director, Gavin Levinson

“What’s the best thing that’s happened in the Ogilvy ‘family’ over the past three years? While there are many highlights and accolades within and across all of Ogilvy’s companies, I would undoubtably say that the ODMA has and continues to be our finest hour.”

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Treeshake offers story-making workshops and talks on culture change, leading innovation, and values-driven leadership.

Want to get great at something? Get a coach

How do we improve in the face of complexity? Atul Gawande has studied this question with a surgeon's precision. He shares what he's found to be the key: having a good coach to provide a more accurate picture of our reality, to instil positive habits of thinking, and to break our actions down and then help us build them back up again. "It's not how good you are now; it's how good you're going to be that really matters," Gawande says.

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By Atul Gawande

How do professionals get better at what they do? How do they get great?  I think it's not just how good you are now, I think it's how good you're going to be that really matters. As a surgeon getting better means I save more lives. And I have also seen the consequences of different philosophies of betterment around the world. I'd like to share what I have observed. 

Dorothy DeLay with students

The Two Views of Professional Improvement

There are two views about this. One is the traditional pedagogical view. That is that you go to school, you study, you practice, you learn, you graduate, and then you go out into the world and you make your way on your own. A professional is someone who is capable of managing their own improvement. That is the approach that virtually all professionals have learned by. That's how doctors learn, that's how lawyers do, scientist, and musicians. And the thing is, it works. Consider for example legendary Juilliard violin instructor Dorothy DeLay. She trained an amazing roster of violin virtuosos: Midori, Sarah Chang, Itzhak Perlman. Each of them came to her as young talents, and they worked with her over years. What she worked on most, she said, was inculcating in them habits of thinking and of learning so that they could make their way in the world without her when they were done.

Now, the contrasting view comes out of sports. And they say "You are never done, everybody needs a coach." Everyone. The greatest in the world needs a coach.

So I tried to think about this as a surgeon. Pay someone to come into my operating room, observe me and critique me. That seems absurd. Expertise means not needing to be coached

So then which view is right?

 I learned that coaching came into sports as a very American idea. In 1875, Harvard and Yale played one of the very first American-rules football games. Yale hired a head coach; Harvard did not. The results? Over the next three decades, Harvard won just four times. Harvard hired a coach.

And it became the way that sports works. But is it necessary then? Does it transfer into other fields?

Itzhak Perlman

I decided to ask, of all people, Itzhak Perlman. He had trained the Dorothy DeLay way and became arguably the greatest violinist of his generation. One of the beautiful things about getting to write for "The New Yorker" is I call people up, and they return my phone calls.

And Perlman returned my phone call. So we ended up having an almost two-hour conversation about how he got to where he got in his career.

And I asked him, I said, "Why don't violinists have coaches?"

And he said, "I don't know, but I always had a coach."

"You always had a coach?"

"Oh yeah, my wife, Toby."

They had graduated together from Juilliard, and she had given up her job as a concert violinistto be his coach, sitting in the audience, observing him and giving him feedback.

"Itzhak, in that middle section, you know you sounded a little bit mechanical. What can you differently next time?" It was crucial to everything he became, he said.

My Own Coaching Experience

Turns out there are numerous problems in making it on your own. You don't recognize the issues that are standing in your way or if you do, you don't necessarily know how to fix them.And the result is that somewhere along the way, you stop improving. And I thought about that, and I realised that was exactly what had happened to me as a surgeon.

I'd entered practice in 2003, and for the first several years, it was just this steady, upward improvement in my learning curve. I watched my complication rates drop from one year to the next. And after about five years, they levelled out. And a few more years after that, I realised I wasn't getting any better anymore. And I thought: "Is this as good as I'm going to get?"

So I thought a little more and I said ... "OK, I'll try a coach." So I asked a former professor of mine who had retired, his name is Bob Osteen, and he agreed to come to my operating room and observe me. The case -- I remember that first case. It went beautifully. I didn't think there would be anything much he'd have to say when we were done. Instead, he had a whole page dense with notes.

"Just small things," he said.

But it's the small things that matter. "Did you notice that the light had swung out of the wound during the case?", he asked "You spent about half an hour just operating off the light from reflected surfaces". I hadn't noticed. "Another thing," he said, "Your elbow goes up in the air every once in a while. That means you're not in full control. A surgeon's elbows should be down at their sides resting comfortably. So that means if you feel your elbow going in the air, you should get a different instrument, or just move your feet." It was a whole other level of awareness. And I had to think, there was something fundamentally profound about this. 

Osteen was doing what great coaches do: they are your external eyes and ears, providing a more accurate picture of your reality. They're recognising the fundamentals. They're breaking your actions down and then helping you build them back up again. 

After two months of coaching, I felt myself getting better again. And after a year, I saw my complications drop down even further. It was painful. I didn't like being observed, and at times I didn't want to have to work on things. I also felt there were periods where I would get worse before I got better. But it made me realize that the coaches were onto something profoundly important.

Systems Scale Coaching

In my other work, I lead a health systems innovation centre called Ariadne Labs, where we work on problems in the delivery of health care, including global childbirth. As part of it, we had worked with the World Health Organization to devise a safe childbirth checklist. It lays out the fundamentals -- the critical actions a team needs to go through when a woman comes in in labor; when she's ready to push; when the baby is out; and then when the mom and baby are ready to go home. And we knew that just handing out a checklist wasn't going to change very much, and even just teaching it in the classroom wasn't necessarily going to be enough to get people to make the changes that you needed to bring it alive. And I thought on my experience and said:

““What if we tried coaching? What if we tried coaching at a massive scale?””

We found some incredible partners, including the government of India, and we ran a trial in 120 birth centres. In Uttar Pradesh, in India's largest state. Half of the centres we just observed, but the other half got visits from coaches. We trained an army of doctors and nurses in basic coaching practices - observation for a start. 

One of the skills, they had to work on - that turned out to be fundamentally important - was communication. Getting the nurses to practice speaking up when the baby mask is broken, or the gloves are not in stock, or someone's not washing their hands. And then getting others, including the managers, to practice listening. This small army of coaches ended up coaching 400 nurses and other birth attendants, and 100 physicians and managers. We tracked the results across 160,000 births.

The results:

• In the control group who didn't have coaching they delivered on only one-third of 18 basic practices that we were measuring. And most important was that over the course of the years of study, we saw no improvement over time. 
• In the other group, who got four months of coaching, we saw them increase to greater than two-thirds of the practices being delivered. It works. We could see the improvement in quality, and you could see it happen across a whole range of centres that suggested that coaching could be a whole line of way that we bring value to what we do.

With coaching at this scale, you can imagine the whole job category that could reach out in the world and that millions of people could fulfil.

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Surgeon and public health professor by day, writer by night, Atul Gawande explores how doctors can dramatically improve their practice using approaches as simple as a checklist – or coaching. Atul Gawande is author of several best-selling books, including Complications: A Surgeon's Notes on an Imperfect Science, Better: A Surgeon's Notes on Performance, Being Mortal: Medicine and What Matters in the End and The Checklist Manifesto.

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This is an extract from a 2017 talk delivered by Atul Gawande entitled "Want to get great at something? Get a coach" delivered at TED2017, published under a Creative Commons Attribution License

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The secret to living longer may be your social life

The Italian island of Sardinia has more than six times as many centenarians as the mainland and ten times as many as North America. Why? According to psychologist Susan Pinker, it's not a sunny disposition or a low-fat, gluten-free diet that keeps the islanders healthy -- it's their emphasis on close personal relationships and face-to-face interactions. Learn more about super longevity as Pinker explains what it takes to live to 100 and beyond.

By Susan Pinker

Here's an intriguing fact: In the developed world, everywhere, women live an average of six to eight years longer than men do. In 2015, The Lancet published an article showing that men in rich countries are twice as likely to die as women are at any age.

Sardinia, Italy

But there is one place in the world where men live as long as women. It's a remote, mountainous zone, a blue zone, where super longevity is common to both sexes. This is the blue zone in Sardinia, an Italian island in the Mediterranean, between Corsica and Tunisia, where there are six times as many centenarians as on the Italian mainland, less than 200 miles away. There are 10 times as many centenarians as there are in North America. It's the only place where men live as long as women.

But why? My curiosity was piqued. I decided to research the science and the habits of the place, and I started with the genetic profile. I discovered soon enough that genes account for just 25 percent of their longevity. The other 75 percent is lifestyle.

Villagrande: Epicenter of Sardinia's Blue Zone

So what does it take to live to 100 or beyond? What are they doing right? 

What you're looking at is an aerial view of Villagrande. It's a village at the epicenter of the blue zone where I went to investigate this, and as you can see, architectural beauty is not its main virtue, density is: tightly spaced houses, interwoven alleys and streets. It means that the villagers' lives constantly intersect. And as I walked through the village, I could feel hundreds of pairs of eyes watching me from behind doorways and curtains, from behind shutters. Because like all ancient villages, Villagrande couldn't have survived without this structure, without its walls, without its cathedral, without its village square, because defense and social cohesion defined its design.

Urban priorities changed as we moved towards the industrial revolution because infectious disease became the risk of the day. But what about now? Now, social isolation is the public health risk of our time. Now, a third of the population says they have two or fewer people to lean on.

But let's go to Villagrande now as a contrast to meet some centenarians.

Giuseppe Murinu

Meet Giuseppe Murinu. He's 102, a supercentenarian and a lifelong resident of the village of Villagrande. He was a gregarious man. He loved to recount stories such as how he lived like a bird from what he could find on the forest floor during not one but two world wars, how he and his wife, who also lived past 100, raised six children in a small, homey kitchen where I interviewed him. He was a happy-go-lucky guy, very outgoing with a positive outlook. And I wondered: so is that what it takes to live to be 100 or beyond, thinking positively? Actually, no.

“Building in-person interaction into our cities, into our workplaces, into our agendas bolsters the immune system, sends feel-good hormones surging through the bloodstream and brain and helps us live longer. ”

Meet Giovanni Corrias. He's 101, the grumpiest person I have ever met

Giovanni Corrias

And he put a lie to the notion that you have to be positive to live a long life. And there is evidence for this. When I asked him why he lived so long, he kind of looked at me under hooded eyelids and he growled, "Nobody has to know my secrets."

But despite being a sourpuss, the niece who lived with him and looked after him called him "Il Tesoro," "my treasure." And she respected him and loved him, and she told me, when I questioned this obvious loss of her freedom, "You just don't understand, do you? Looking after this man is a pleasure. It's a huge privilege for me. This is my heritage." And indeed, wherever I went to interview these centenarians, I found a kitchen party. And I quickly discovered by being there that in the blue zone, as people age, and indeed across their lifespans, they're always surrounded by extended family, by friends, by neighbors, the priest, the barkeeper, the grocer. People are always there or dropping by. They are never left to live solitary lives. This is unlike the rest of the developed world, where as George Burns quipped, "Happiness is having a large, loving, caring family in another city."

Zia Teresa

Now, so far we've only met men, long-living men, but I met women too, and here you see Zia Teresa. She, at over 100, taught me how to make the local specialty, which is called culurgiones, which are these large pasta pockets like ravioli and they're filled with high-fat ricotta and mint and drenched in tomato sauce. And she showed me how to make just the right crimp so they wouldn't open, and she makes them with her daughters every Sunday and distributes them by the dozens to neighbors and friends. And that's when I discovered a low-fat, gluten-free diet is not what it takes to live to 100 in the blue zone.

Now, these centenarians' stories along with the science that underpins them prompted me to ask myself some questions too, such as, when am I going to die and how can I put that day off? And as you will see, the answer is not what we expect. Julianne Holt-Lunstad is a researcher at Brigham Young University and she addressed this very question in a series of studies of tens of thousands of middle aged people much like this audience here. And she looked at every aspect of their lifestyle: their diet, their exercise, their marital status, how often they went to the doctor, whether they smoked or drank, etc. She recorded all of this and then she and her colleagues sat tight and waited for seven years to see who would still be breathing. And of the people left standing, what reduced their chances of dying the most? That was her question.

So let's now look at her data in summary, going from the least powerful predictor to the strongest. OK? So clean air, which is great, it doesn't predict how long you will live. Whether you have your hypertension treated is good. Still not a strong predictor. Whether you're lean or overweight, you can stop feeling guilty about this, because it's only in third place. How much exercise you get is next, still only a moderate predictor. Whether you've had a cardiac event and you're in rehab and exercising, getting higher now. Whether you've had a flu vaccine. Did anybody here know that having a flu vaccine protects you more than doing exercise? Whether you were drinking and quit, or whether you're a moderate drinker, whether you don't smoke, or if you did, whether you quit, and getting towards the top predictors are two features of your social life. 

by: Horst Gutmann

First, your close relationships. These are the people that you can call on for a loan if you need money suddenly, who will call the doctor if you're not feeling well or who will take you to the hospital, or who will sit with you if you're having an existential crisis, if you're in despair. Those people, that little clutch of people are a strong predictor, if you have them, of how long you'll live. And then something that surprised me, something that's called social integration. This means how much you interact with people as you move through your day. How many people do you talk to? And these mean both your weak and your strong bonds, so not just the people you're really close to, who mean a lot to you, but, like, do you talk to the guy who every day makes you your coffee? Do you talk to the postman? Do you talk to the woman who walks by your house every day with her dog? Do you play bridge or poker, have a book club? Those interactions are one of the strongest predictors of how long you'll live.

by: Zohaib Akhtar Photography

Now, this leads me to the next question: if we now spend more time online than on any other activity, including sleeping, we're now up to 11 hours a day, one hour more than last year, by the way, does it make a difference? Why distinguish between interacting in person and interacting via social media? Is it the same thing as being there if you're in contact constantly with your kids through text, for example? Well, the short answer to the question is no, it's not the same thing. Face-to-face contact releases a whole cascade of neurotransmitters, and like a vaccine, they protect you now in the present and well into the future. So simply making eye contact with somebody, shaking hands, giving somebody a high-five is enough to release oxytocin, which increases your level of trust and it lowers your cortisol levels. It lowers your stress and dopamine is generated, which gives us a little high and it kills pain. It's like a naturally produced morphine.

Now, all of this passes under our conscious radar, which is why we conflate online activity with the real thing. But we do have evidence now, fresh evidence, that there is a difference. So let's look at some of the neuroscience. Elizabeth Redcay, a neuroscientist at the University of Maryland, tried to map the difference between what goes on in our brains when we interact in person versus when we're watching something that's static. And what she did was she compared the brain function of two groups of people, those interacting live with her or with one of her research associates in a dynamic conversation, and she compared that to the brain activity of people who were watching her talk about the same subject but in a canned video, like on YouTube. And by the way, if you want to know how she fit two people in an MRI scanner at the same time, talk to me later.

So what's the difference? This is your brain on real social interaction. What you're seeing is the difference in brain activity between interacting in person and taking in static content. In orange, you see the brain areas that are associated with attention, social intelligence -- that means anticipating what somebody else is thinking and feeling and planning -- and emotional reward. And these areas become much more engaged when we're interacting with a live partner.

Now, these richer brain signatures might be why recruiters from Fortune 500 companiesevaluating candidates thought that the candidates were smarter when they heard their voicescompared to when they just read their pitches in a text, for example, or an email or a letter.Now, our voices and body language convey a rich signal. It shows that we're thinking, feeling,sentient human beings who are much more than an algorithm. Now, this research by Nicholas Epley at the University of Chicago Business School is quite amazing because it tells us a simple thing. If somebody hears your voice, they think you're smarter. I mean, that's quite a simple thing.

Now, to return to the beginning, why do women live longer than men? And one major reason is that women are more likely to prioritise and groom their face-to-face relationships over their lifespans. Fresh evidence shows that these in-person friendships create a biological force field against disease and decline. And it's not just true of humans but our primate relations as well. Anthropologist Joan Silk's work shows that female baboons who have a core of female friends show lower levels of stress via their cortisol levels, they live longer and they have more surviving offspring. At least three stable relationships. That was the magic number. Think about it. I hope you guys have three.

The power of such face-to-face contact is really why there are the lowest rates of dementia among people who are socially engaged. It's why women who have breast cancer are four times more likely to survive their disease than loners are. This face-to-face contact provides stunning benefits, yet now almost a quarter of the population says they have no one to talk to.

We can do something about this. Like Sardinian villagers, it's a biological imperative to know we belong, and not just the women among us. Building in-person interaction into our cities, into our workplaces, into our agendas bolsters the immune system, sends feel-good hormones surging through the bloodstream and brain and helps us live longer. I call this building your village, and building it and sustaining it is a matter of life and death. 

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Susan Pinker reveals how in-person social interactions are not only necessary for human happiness but also could be a key to health and longevity. With The Village Effect, she tracks how social, face-to-face interactions are critical not only for our happiness but also for our survival, and how technology can isolate us from these life-saving bonds. 

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This is an extract from a 2017 talk delivered by Susan Pinker entitled "The secret to living longer may be your social life" delivered at TED2017, published under a Creative Commons Attribution License

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5 ways to lead in an era of constant change

Who says change needs to be hard? Organizational change expert Jim Hemerling thinks adapting your business in today's constantly-evolving world can be invigorating instead of exhausting. He outlines five imperatives, centered around putting people first, for turning company reorganization into an empowering, energizing task for all.

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By Jim Hemerling

Have you ever noticed when you ask someone to talk about a change they're making for the better in their personal lives, they're often really energetic? Whether it's training for a marathon, picking up an old hobby, or learning a new skill, for most people, self-transformation projects occupy a very positive emotional space.

When it comes to self-transformation, you can't help but get a sense of the excitement. But there's another type of transformation that occupies a very different emotional space. The transformation of organizations. If you're like most people, when you hear the words "Our organization is going to start a transformation," you're thinking, "Uh-oh."

"Layoffs." The blood drains from your face, your mind goes into overdrive, frantically searching for some place to run and hide.

Well, you can run, but you really can't hide. Most of us spend the majority of our waking hours involved in organizations. And due to changes in globalization, changes due to advances in technology and other factors, the reality is our organizations are constantly having to adapt. In fact, I call this the era of "always-on" transformation.

“People naturally resist change, especially when it’s imposed on them”

When I shared this idea with my wife Nicola, she said, "Always-on transformation? That sounds exhausting." And that may be exactly what you're thinking -- and you would be right. Particularly if we continue to approach the transformation of organizations the way we always have been.

But because we can't hide, we need to sort out two things. First, why is transformation so exhausting? And second, how do we fix it?

First of all, let's acknowledge that change is hard. People naturally resist change, especially when it's imposed on them. But there are things that organizations do that make change even harder and more exhausting for people than it needs to be. Leaders often wait too long to act. As a result, everything is happening in crisis mode. Which, of course, tends to be exhausting. Or, given the urgency, what they'll do is they'll just focus on the short-term results, but that doesn't give any hope for the future. Or they'll just take a superficial, one-off approach, hoping that they can return back to business as usual as soon as the crisis is over.

So given these obstacles, what can we do to transform the way we transform organizations so rather than being exhausting, it's actually empowering and energizing?

To do that, we need to focus on five strategic imperatives, all of which have one thing in common: putting people first.

The first imperative for putting people first is to inspire through purpose. Most transformations have financial and operational goals. These are important and they can be energizing to leaders, but they tend not to be very motivating to most people in the organization. To motivate more broadly, the transformation needs to connect with a deeper sense of purpose.

Take LEGO. The LEGO Group has become an extraordinary global company. Under their very capable leadership, they've actually undergone a series of transformations. While each of these has had a very specific focus, the North Star, linking and guiding all of them, has been Lego's powerful purpose: inspire and develop the builders of tomorrow. Expanding globally? It's not about increasing sales, but about giving millions of additional children access to LEGO building bricks. Investment and innovation? It's not about developing new products, but about enabling more children to experience the joy of learning through play. Not surprisingly, that deep sense of purpose tends to be highly motivating to LEGO's people.

Photo credit: recombiner

The second imperative for putting people first is to go all in. Too many transformations are nothing more than head-count cutting exercises; layoffs under the guise of transformation. In the face of relentless competition, it may well be that you will have to take the painful decision to downsize the organization, just as you may have to lose some weight in order to run a marathon. But losing weight alone will not get you across the finish line with a winning time. To win you need to go all in. You need to go all in. Rather than just cutting costs, you need to think about initiatives that will enable you to win in the medium term, initiatives to drive growth, actions that will fundamentally change the way the company operates, and very importantly, investments to develop the leadership and the talent.

The third imperative for putting people first is to enable people with the capabilities that they need to succeed during the transformation and beyond. Over the years I've competed in a number of triathlons. You know, frankly, I'm not that good, but I do have one distinct capability; I am remarkably fast at finding my bike.

By the time I finish the swim, almost all the bikes are already gone.

Real triathletes know that each leg -- the swim, the bike, the run -- really requires different capabilities, different tools, different skills, different techniques. Likewise when we transform organizations, we need to be sure that we're giving our people the skills and the tools they need along the way.

Chronos, a global software company, recognized the need to transfer from building products -- software products -- to building software as a service. To enable its people to take that transformation, first of all they invested in new tools that would enable their employees to monitor the usage of the features as well as customer satisfaction with the new service. They also invested in skill development, so that their employees would be able to resolve customer service problems on the spot. And very importantly, they also reinforced the collaborative behaviors that would be required to deliver an end-to-end seamless customer experience. Because of these investments, rather than feeling overwhelmed by the transformation, Chronos employees actually felt energized and empowered in their new roles.

In the era of "always-on" transformation, change is a constant.

Photo credit: recombiner

My fourth imperative therefore is to instill a culture of continuous learning. When Satya Nadella became the CEO of Microsoft in February 2014, he embarked on an ambitious transformation journey to prepare the company to compete in a mobile-first, cloud-first world. This included changes to strategy, the organization and very importantly, the culture. Microsoft's culture at the time was one of silos and internal competition -- not exactly conducive to learning. Nadella took this head-on. He rallied his leadership around his vision for a living, learning culture, shifting from a fixed mindset, where your role was to show up as the smartest person in the room, to a growth mindset, where your role was to listen, to learn and to bring out the best in people. Well, early days, Microsoft employees already noticed this shift in the culture -- clear evidence of Microsoft putting people first.

My fifth and final imperative is specifically for leaders. In a transformation, a leader needs to have a vision, a clear road map with milestones, and then you need to hold people accountable for results. In other words, you need to be directive. But in order to capture the hearts and minds of people, you also need to be inclusive. Inclusive leadership is critical to putting people first.

In the era of "always-on" transformation, organizations are always going to be transforming. But doing so does not have to be exhausting.

We owe it to ourselves, to our organizations and to society more broadly to boldly transform our approach to transformation. To do that, we need to start putting people first.

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Jim Hemerling is a Senior Partner and Managing Director in The Boston Consulting Group's People & Organization and Transformation Practices. He is a BCG Fellow with a focus on high-performance organization transformation. He also leads BCG's global Behavior & Culture topic.

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This is an extract from a 2016 talk delivered by Jim Hemerling entitled "5 ways to lead in an era of constant change" delivered at TED@BCG Paris, published under a Creative Commons Attribution License

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