Building Culture by Design, Not by Default

Culture is always evolving — the question is, are you shaping it or letting it shape you?

Broadly speaking, culture can be defined as “the way we do things around here.”

In times of rapid change — whether brought on by a global pandemic, economic shifts, new ways of working, or technological disruption — the question is the same: How is the way we do things evolving?

Has your culture changed? In what ways? For the better? For the worse? A bit of both?

The truth is, culture is always shifting. The way we work, collaborate, lead, and engage with clients evolves constantly — even down to what we say, wear, and prioritize.

The bigger question is: Will you let culture happen to you, or will you shape it intentionally?

If you're committed to building culture by design, not by default, here are some key factors to consider:

Purpose and Vision

A company’s purpose is its reason for being. It unites us across departments, roles, and functions. A vision provides a compelling picture of the future we're striving for together.

When circumstances change, purpose and vision may need to be re-affirmed — or reimagined. Are your team members still united around a shared mission? Are they inspired by where you're headed?

TIP: If your purpose or vision feels outdated, invest the time to refresh and reignite it. Show every person how their role contributes to the bigger picture.

Values and behaviours

Values define what’s important; behaviours show whether those values are lived or merely words on a wall.

In times of transition, values are tested. Working remotely, hybrid, or under pressure often reveals gaps between stated values and actual behaviours.

TIP: Reconnect with your team around your values. Define clear behaviours that bring them to life. Agree on how you’ll support each other to live those behaviours — and what steps you’ll take when values are compromised. 

Style

It’s not just what you do — it’s how you do it.

Think of culture on a continuum: Formal ↔ Informal. Structured ↔ Fluid. Professional ↔ Personal.

Your team’s style may have shifted — and that's not necessarily a bad thing. The key is to be intentional about what you want to carry forward.

TIP: Talk openly with your team about how your style has evolved. What’s working well? What’s challenging? How do you want to connect, collaborate, and show up for each other moving forward?

Client engagement

Culture doesn’t stop at your internal team — it extends to your clients, partners, and broader community.

Their cultures are evolving too. How you engage, communicate, and build relationships needs to reflect not only your values but an understanding of theirs.

TIP: Check in with your clients. What’s changing for them? How do they want to engage? Stay adaptable and authentic — always leading with empathy and curiosity.

Conclusion

Change is inevitable. Culture is inevitable.

But great culture? That’s created.

Whether you're navigating a crisis, adjusting to new realities, or simply evolving over time, the choice is yours: Will you create your culture, or let it create you?