An insightful conversation with Sandy Willoughby, Head of Learning at The Maverick Group, reveals why culture isn’t just a buzzword it’s a genuine growth strategy.
Fundamentally, it always comes down to people. You can have the best product in the world, the most sophisticated strategy, the most ambitious plan – but if you do not have the commitment and the passion from your employees, none of it will come to fruition.
Today more than ever, our people want to work for organisations that value them, engage with them, and include them in the company’s success. Creating a culture that enables people to bring the best of themselves and pull together for the good of the customer, each other, and the organisation is essential on many levels.
A purpose-driven culture is one that goes beyond generating profit; its focus is on making a meaningful impact in the lives of its customers and employees. At The Maverick Group, we help organisations articulate their values, engage their people with purpose, and create an environment where everyone can thrive. Embedding this mindset involves a series of activities: communication, training solutions, feedback, and coaching… but it all starts with the will to do better and be better.
There are many challenges, but the two most common are lack of clarity and authenticity, and resistance to change.
Often, organisations claim to be purpose-driven, but this lacks true authenticity, and people don’t have clarity on what it means for them. We help senior teams examine their true purpose and appetite for change and assist them in articulating this in a way that reaches all levels.
Shifting mindsets requires genuinely sharing the vision for the future and reassuring people of the long-term benefits. It’s often said people resist change, but in truth, we are all constantly changing – it’s human nature.
The DHL Express story is a great example. CEO Ken Allen took a loss-making division and turned it around by fundamentally changing the culture. Ken’s “Focus Strategy,” based on the Harvard Business School Service-Profit Chain, prioritised motivating employees.
Their Certified programmes reshaped employee thinking and behaviours towards customer service, and significant investment in leadership development led to not only financial success but also achieving recognition as a Great Place To Work.
Honestly, as simple as it sounds – but not always easy to do – it comes down to the 3 Cs: Communication, Caring, and Collaboration.
Ensuring everyone is informed and up-to-date creates a sense of belonging. Knowing your manager genuinely cares makes a significant difference in keeping people engaged. Celebrating successes, supporting through challenges, and maintaining an ‘open door’ mindset builds trust. Collaboration allows people to feel included, valued, and appreciated.
Leadership is everything. I often say they are the weather; they set the climate every day. People don’t leave their jobs; they leave their managers. Leaders need to role model the behaviours they expect from others consistently, demonstrating a growth mindset and recognising their influence on peers and colleagues.
At The Maverick Group, we ensure organisations measure the right things. Metrics can include Employee Opinion Surveys, NPS scores, attrition rates, customer satisfaction improvements, and a decrease in complaints… these are just some of the metrics we’ve effectively used.
Being clear on the mission, vision and values is essential.
Values need to be demonstrated by everyone within the organisation. Leaders must frequently discuss the mission and purpose, evaluate progress against core objectives, celebrate successes, and recalibrate if necessary.
Giving feedback when values have the desired impact encourages individuals to continue positively. Connecting employees to the company’s purpose ensures they understand their role and the behaviours underpinning that purpose.
One thing is certain: it will keep changing!
Flexible and hybrid working models are becoming the norm, shifting to outcome-based performance rather than hours spent in an office. A holistic approach to well-being – considering mental, physical, and emotional health – is crucial. Increasingly important is embedding DEIB values within the organisational culture. Technological advancements, such as AI, will impact how we work, and continuous learning and development will remain essential.
Be authentic and lead by example. Be the change you want to see. Recognise that changing company culture takes time – you cannot do it alone. Engaging everyone around you and creating a shared purpose is essential. At The Maverick Group, we are always here to help organisations navigate these waters.
