Every employee has a role in building and living the culture. Cultures are leader led but people driven, and spread by culture carriers. This is why culture shouldn’t be left to chance. While the experience of culture is subjective, there is a model for transforming culture which enables everyone in the organization to get engaged. That is why we work at all levels, helping leaders lead through architecting and role-modelling the culture. We inspire and motivate people and teams to embrace new norms and behaviors. We also identify Culture Champions to influence and sustain the culture change.