Companies spend heavily on values statements and offsites, and then wonder why behaviour does not change. Culture is not a message. It is the sum of what the organisation rewards, tolerates and ignores.

Look at the mechanisms

Decision rights, incentives, meeting rhythms and promotion criteria shape daily behaviour far more than any poster on the wall. Change those and culture follows.

Start with a few critical behaviours

Pick three behaviours that would make the biggest difference to performance and redesign the systems around them.