Step 2 - Define Expectations

Originally, John had felt good when he hired a consultant to educate his staff on the culture he was trying to create. During and after the training he had even been encouraging his staff when he saw that they were modeling what they had learned. The problem, however, was that only a handful of his staff really even cared about the new direction for the company. Most were busy doing their jobs just as they always had and didn’t think much about a ‘cultural change’.

Cultural change is more than a one-step process. In the all-to-common story above we can see how managers feel after they begin to implement a cultural change process. The reality, however, is that John has succeeded at the first step. What he sees happening in the office is commonplace and it is nothing less than an indication that he needs on move to step 2 in the cultural change process: Defining Expectations.

The Individual and the Culture
Defining expectations simply means identifying where people fit and how they should act in the new culture. Note the emphasis on the individual at this step; changing corporate culture is dependent on changing one person at a time. This also means that what is expected of individuals may vary. In the case of changing corporate culture to embrace business development, a project manager may be responsible to achieve specific goals relating to meeting prospective clients while a receptionist may be responsible to learn people’s voices on the phone and address key clients by name.

Cultural Goals
The key to defining expectations is to develop clear and measurable goals for people in the organization. It should not be done in the context of threatening or coercion, but rather by clearly identifying what is expected. The good news is that the “defining expectations” step is the easiest of the four steps. For decades managers have refined the process of establishing S.M.A.R.T. goals that help their staff succeed. This is simply an extension of the employee goal model that already exists in most companies.

The Most Important Steps
Many companies fail at changing corporate culture because they stop here. It is very easy to hire a consultant to provide education, and managers’ typically don’t mind defining new expectations for their staff. But culture is dependent on the long-term acceptance of the changes by staff, not by senior management. As a result, the most important steps of changing corporate culture are steps 3 and 4.

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