Five Best Practices for Leaders to Strengthen Culture During Times of Change

1. Make Culture Visible Through Daily Behaviors 

Culture isn’t just a set of values on a wall, it’s how people behave every day. Leaders must intentionally model the cultural traits they want to see across the organization. If collaboration is a core value, for example, executives should demonstrate how they collaborate and recognize those who do the same at all levels. 

Embedding culture into daily routines can have a lasting impact. Take one leader who makes a habit of making two short appreciation calls every Saturday. These small, consistent actions reinforce what matters and build trust across teams. 

2. Foster Psychological Safety to Encourage Experimentation 

A strong culture depends on an environment where people feel safe to speak up, take risks, and even fail. Leaders play a critical role in creating this psychological safety. When teams know they won’t be punished for trying something new, or for making mistakes, they’re more likely to innovate and grow. 

Boards should encourage executives to model vulnerability, invite honest feedback, and reward learning from failure. This kind of environment not only supports cultural health but also drives long-term performance and adaptability. 

3. Lead Culture from the Top, But Build It Across the Organization 

While culture change must be championed by executives, it can’t be dictated from the top down. It thrives when leaders listen to voices across the organization, including those that challenge the status quo. Creating space for feedback and empowering “cultural champions” at all levels ensures that culture is lived, not just stated. Co-creating solutions with input from across the organization leads to more sustainable and authentic cultural shifts. 

Boards and senior leaders should also recognize and invest in emerging culture-focused talent, regardless of tenure or title, and stay connected with respected peers outside the organization to share and learn from broader cultural trends. 

4. Embrace AI Thoughtfully and Transparently 

AI is reshaping the workplace, and with it, organizational culture. Leaders must over-communicate how AI will be used, what it means for employees, and how it aligns with company values. Creating psychologically safe environments where employees can express concerns and experiment with new tools is essential. 

As the saying goes, “AI won’t replace humans. But humans using AI will replace humans who don’t.” In this spirit, boards and leaders should ensure that adaptability is treated as a core competency and that cultural conversations include how technology is changing the way people work and connect. 

5. Use Data and Change Management to Guide Cultural Evolution 

Culture should be part of strategic business conversations, not an afterthought. Leaders can use data to identify which cultural enablers are driving performance and which may need to evolve. Change management plays a critical role in this process – one speaker described it as a “durable change management washing machine,” emphasizing the need for ongoing, iterative efforts. 

Final Thought

Culture is not static, it’s a living, evolving force that requires attention, intention, and action. By modeling the right behaviors, listening deeply, embracing change, and leading with empathy, boards and executives can shape cultures that not only endure but thrive.