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Building Culture Before Profit

Perhaps for the first time in human history, humans are subjected to increased stress in their everyday life. A report from the global labour organisation confirms that people are witnessing a higher level of stress and it is same across the world. The reasons are many - global challenges such as climate change, water shortage, terrorism and political instability as well as personal and professional difficulties such as illness, relationships, change of jobs or even an organization overhaul.

For leaders and entrepreneurs the stress levels can be even higher, as despite multiple attempts to grow the business, you are experiencing stagnancy or the market dynamics are shifting too fast too soon. As a leader, you may be the only person who is deeply concerned about your team's performance and overall future.

Business stagnancy is a widespread problem with smaller organisations and is the direct consequence of its culture. In difficult times, a company may call for an executive meeting to brainstorm an approach for growth, but culture eats strategy for breakfast. No matter how good your plan is, unless you have built a culture, your program will lack the enthusiasm of execution.

You have hired the best possible talent and still you may be struggling to drive productivity. You have offered the best of benefits to your team and yet time and again they have been disappointing you. You are spending extended hours at your organisation, even on your weekends to compensate for your work colleagues. Everything seems to work reactively and blames or accusations are all over your organisation.

If you are experiencing any of these symptoms at your workplace - you may need to relook at the culture of your organisation. You have baby boomers, gen-x and millennials all under the same roof. These different generations exhibit diverse sets of behaviour and they are often in a clash.

The current workforce is about millennials. They like to work for a purpose, but at the same time most of them lack resilience. Sometimes, they only wish to be happy. Naturally, they look out for a rapid job change and instant access to dopamine - a biological chemical that you experience when you are happy. A like on social media or a drink with colleagues triggers it. They look for instant gratification while the strategy you want them to execute requires hard work, attracts a lot of feedback and points of failures, criticism. The answer to an extraordinary success in business lies in the culture of the group. Why do specific groups outsmart others? Why is setting all the policies and rules not working? If you ask me, it is because culture is at play.

A Culture is the unspoken social order of an organisation; it shapes attitudes and team behaviour. It is an unwritten norm of a group and it defines what is encouraged or discouraged, accepted or rejected within a group.

When an organisational culture is synced correctly with an employee's value, aspirations and drives, it can unleash a tremendous amount of energy towards a shared purpose and foster an organisation's capacity to thrive.

We at Creative Factor, present you with Business Cultural Transformation services which aim at helping your build a strong culture that not only attracts talents but also retains them, while accelerating ongoing business development. Being your extended team, we help you thrive in the ocean of possibilities. Our Business Management Team is capable of building your marketing practices, brand equity, process documentation, gap audits, cultural transformation and innovation.

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Tridiv Daas is the originator of Creative Factor Group.

Having spent over two decades in advertising & marketing and worked on some of the most prominent brands like Intel, Apple, Essilor, Schneider Electric. He is now empowering small and medium organisations to thrive in the present opportunities. Connect with him at tridiv@creativefactor.in



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