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Our target culture definition process begins by understanding the business imperative and how people need to behave, think, and feel to achieve it.


A clear description of the target culture helps ensure that the right behaviours are encouraged and rewarded.

The description must be clear enough for employees to easily distinguish between appropriate and inappropriate behaviour. The description must also be useful in evaluating the effectiveness of planned initiatives. Finally, the target culture must also describe the organisation’s values hierarchy—the prioritisation process that must take place when teams assign resources and make decisions.

The Target Culture process is based on our Culture Archetypes and on the BE-DO-HAVE model. It includes a comparison between Current Culture and Target Culture.

This work is facilitated with the senior management and culture planning teams and takes up to one day.