7 Inspiring Examples of Company Culture Transformation

In today’s corporate world, the power of company culture stands as a beacon guiding organizations toward success. My decade-long journey, conducting hundreds of interviews with top executives on my Top 50 leadership podcast, TalentTalk, has reinforced my belief in the transformative power of culture. It is not just about achieving business goals; it is about creating an environment where employees thrive, and stakeholders realize their visions. Drawing from these rich conversations and experiences, I have identified the “7 Pillars of Great Culture” — Transparency, Positivity, Measurement, Acknowledgement, Uniqueness, Listening, and Mistakes — as the cornerstone of successful cultural transformation. These pillars are not mere concepts but the lifeblood of organizations that lead the way in innovation and employee satisfaction. As we delve into the stories of companies that have successfully navigated the tides of culture change, let us explore how these pillars have played a pivotal role in shaping environments where businesses flourish and people find purpose in their work. Culture is the DNA of growth and innovation. Here is how some of the best have done it.

Netflix’s Culture Transformation

Netflix’s culture transformation is a paradigm of how shifting from traditional hierarchical models to a culture of freedom and responsibility can revolutionize a business. This transformation aligns closely with the pillars of Transparency and Mistakes from my “7 Pillars of Great Culture.” Initially, Netflix operated like most other companies, with structured layers of management and a conventional approach to corporate governance. However, they recognized that to innovate and stay ahead in the fast-paced entertainment industry, a companywide change was needed.

Embracing transparency, Netflix cultivated an environment where open communication and information sharing became the norm. This shift was not merely about keeping employees informed but about fostering a culture where every team member felt involved and invested in the company’s direction. By sharing memos on title performance, strategy decisions, and product tests broadly, Netflix ensured that its employees were not just passive recipients of information but active participants in the company’s journey.

Equally significant was Netflix’s approach to mistakes. In most traditional models, mistakes are frowned upon, often leading to a culture of fear and conservatism. Netflix, however, chose to see mistakes as opportunities for learning and growth. This perspective encouraged risk-taking and innovation, allowing employees to experiment and push boundaries without the paralyzing fear of failure. Their policy of not having rules about vacation times or expense reports further underscored this approach, trusting employees to act in the company’s best interest and learn from their experiences.

This cultural shift at Netflix has not only enhanced its ability to adapt and grow but also cultivated a workforce that is deeply engaged and committed to the company’s success. It is a vivid example of how embracing the pillars of Transparency and Mistakes can lead to a resilient and innovative organization. By empowering employees with the autonomy to make decisions, Netflix fostered a culture where individuals feel a keen sense of ownership and accountability. This empowerment is a direct outcome of their transparent approach, which ensures that employees are not just executing tasks but are actively involved in shaping the company’s future. Furthermore, Netflix’s embrace of mistakes as learning opportunities has created an environment where creativity and innovation are not just encouraged but are integral to the company’s ethos. This transformative approach to culture is a testament to the power and relevance of the “7 Pillars of Great Culture” in driving a company towards unparalleled success and sustainability in the modern business world.

Microsoft’s Culture Transformation

Microsoft’s journey from a competitive to a collaborative culture is a remarkable tale of transformation, resonating deeply with the pillars of Listening and Measurement from the “7 Pillars of Great Culture.” Once known for its intensely competitive environment, Microsoft recognized the need for a shift towards a more collaborative, inclusive, and growth-oriented culture to stay relevant and innovative in the rapidly changing tech industry.

This shift began with a strong emphasis on listening, not just within the organization but also to their customers. By adopting a growth mindset, Microsoft started valuing customer feedback and employee input more than ever before. This change was about fostering an environment where every voice was heard and considered, moving away from a siloed approach to a more unified, customer-centric one. It encouraged open dialogue and collective problem-solving, paving the way for a more inclusive and dynamic workplace.

Equally important in Microsoft’s cultural reinvention was the focus on measurement. The company began reassessing how it measured success, moving beyond just financial metrics to include factors like customer satisfaction, employee engagement, and innovation. This integrated approach to measurement helped Microsoft align its objectives with its newly adopted values, ensuring that the company’s growth was not just in terms of revenue but also in creating value for its customers and employees.

The transformation of Microsoft underlines the effectiveness of embracing a culture where listening and measurement are key components. It demonstrates how traditional competitive environments can evolve into collaborative spaces that drive growth, innovation, and a shared sense of purpose.

Zappos’ Culture Transformation

Zappos’ transformation into a company renowned for its extraordinary culture is a testament to the power of embracing Uniqueness and Acknowledgement, two of the “7 Pillars of Great Culture.” Zappos fundamentally believes that an exceptional company culture leads to superior customer service and business success. This belief is rooted in acknowledging and celebrating the individuality of each employee, encouraging them to bring their whole selves to work.

At Zappos, uniqueness is not just tolerated; it is celebrated. From the hiring process to daily operations, the company seeks individuals who bring diverse perspectives and ideas. This commitment to uniqueness has fostered an environment brimming with creativity and innovation, where unconventional ideas are not just welcomed but are seen as essential to the company’s success.

Acknowledgement is equally integral to Zappos’ culture. The company goes beyond traditional recognition methods, creating a culture where acknowledgment is part of everyday experience. Whether through their peer-to-peer bonus system or the celebratory atmosphere that permeates their offices, Zappos ensures that excellent work and unique contributions are consistently recognized and valued.

This focus on Uniqueness and Acknowledgement has not only distinguished Zappos in the realm of customer service but also as an employer. It underlines how a company can create a thriving culture by valuing the individuality of its team members and acknowledging their contributions, leading to a more engaged, motivated, and loyal workforce.

Aetna’s Culture Transformation 

Aetna’s transformation into a more innovative organizational culture is a compelling case of the impact of embracing Positivity and Measurement, essential elements from the “7 Pillars of Great Culture.” Confronting financial losses and eroding customer relationships in the early 2000s, Aetna realized the need for a radical shift in its corporate culture.

Positivity became a cornerstone of Aetna’s (now a part of CVS) cultural shift. The company moved away from cumbersome processes and a narrow focus on overhead, choosing instead to inspire employees towards innovation and aligning with customer needs. This positive approach fostered an environment where employees were encouraged to think creatively and proactively solve problems.

Measurement played a crucial role in this transformation. Aetna began to assess its performance not just in financial terms but also through improved customer and physician satisfaction. This shift in measurement criteria allowed Aetna to track its progress in tangible terms, ensuring that the cultural changes were yielding the desired results.

Through a combination of positivity and a novel approach to measuring success, Aetna was able to turnaround its fortunes, demonstrating how vital these pillars are in cultivating a culture that drives innovation and aligns closely with customer needs.

Squarespace’ Culture Transformation 

Squarespace’s culture transformation highlights a profound commitment to the pillars of Uniqueness and Transparency, key aspects of my “7 Pillars of Great Culture.” The company’s emphasis on autonomy and creativity is not just about fostering a productive workplace but about nurturing an environment where every individual’s unique skill and perspective are valued and leveraged.

In Squarespace, transparency is more than just open communication; it is about empowering employees with the information and freedom they need to make decisions that align with the company’s vision. This approach ensures that employees are not only informed participants in the company’s journey but also active contributors to its success. By encouraging creativity and embracing the uniqueness of each team member, Squarespace has created a culture that not only drives innovation but also attracts and retains top talent. This alignment with Uniqueness and Transparency has been instrumental in Squarespace’s growth and success, making it a standout example in the realm of company culture transformation.

Salesforce’s Culture Transformation

Salesforce’s culture transformation is a standout example of how a values-driven approach can profoundly reshape an organization, aligning perfectly with the pillars of Trust, Equality, Listening, and Acknowledgement from the “7 Pillars of Great Culture.” At Salesforce, trust is not just a buzzword but the foundation of their entire business ethos. This trust extends beyond their technology to encompass relationships with employees, customers, and the community, fostering a transparent and reliable environment.

Equality is another core value at Salesforce, where they are committed to creating an inclusive and diverse workplace. This commitment goes beyond mere policy statements; it is evident in their hiring practices, team structures, and community engagements. By actively promoting equality, Salesforce ensures that every voice is heard and valued, aligning with the Listening pillar.

Moreover, Salesforce’s approach to Acknowledgement is deeply embedded in their culture. They recognize and celebrate the contributions of their employees, not just in terms of business achievements but also in their efforts to foster a more inclusive and supportive workplace. This culture of acknowledgment encourages employees to bring their best selves to work, knowing that their efforts and contributions will be recognized and appreciated.

Listening is another critical aspect of Salesforce’s culture. They understand the importance of not just hearing but actively responding to the needs and feedback of their customers and employees. This approach has enabled Salesforce to remain agile and responsive in a fast-evolving industry, ensuring that they stay ahead of the curve in both technology and employee satisfaction.

The Salesforce’s transformation, guided by these values, has not only led to significant business success but also to a workplace that is a beacon of trust, equality, listening, and acknowledgment. This makes Salesforce not just a leader in the CRM space but also a trailblazer in corporate culture.

IBM’s Culture Transformation 

IBM’s culture transformation from a focus on individualism to a unified team approach beautifully illustrates the principles of the Mistakes and Measurement pillars from the “7 Pillars of Great Culture.” This shift was crucial for a company that, despite its past success, found itself struggling by the early 1990s.

The acknowledgment of Mistakes as a critical component of growth was a significant factor in IBM’s transformation. The company moved from a culture that prioritized individual success to one that embraced collective responsibility and learning from errors. This shift fostered a more collaborative environment, where innovation was not stifled by the fear of failure but encouraged as a path to discovery and improvement.

Measurement also played a vital role in IBM’s cultural shift. The company began to assess its success not just through financial metrics but by how effectively teams worked together and innovated. This innovative approach to measurement helped to realign the company’s goals and strategies, emphasizing team achievements and collaborative success over individual accolades.

IBM’s transformation under these new cultural tenets led to a more integrated, cohesive organization better equipped to face the challenges of a rapidly evolving technological landscape. This shift demonstrates the power of embracing both Mistakes and Measurement in creating a culture that values teamwork, continuous learning, and collective success.


In wrapping up, the transformative journeys of Netflix, Microsoft, Zappos, Aetna, Squarespace, Salesforce, and IBM highlight the indispensable role of strategic company culture in shaping organizational success. These diverse narratives are powerful embodiments of the “7 Pillars of Great Culture”: Transparency, Positivity, Measurement, Acknowledgement, Uniqueness, Listening, and Mistakes. These pillars are more than conceptual frameworks; they are actionable insights for fostering a thriving workplace culture. As a keynote speaker and expert in cultural transformation, I have seen firsthand how aligning with these pillars can revolutionize business environments, leading to innovative, resilient, and successful organizations. For leaders and businesses aiming to navigate the complexities of today’s corporate world, embracing, and integrating these aspects of culture is not just beneficial but imperative for sustained growth and success. This understanding of culture change, deeply rooted in my experiences and insights, serves as a guide for those seeking to elevate their organizational culture, ensuring that it becomes a driving force for achieving both business and employee-centric goals.