Companies with extremely healthy cultures are 1.5 times more likely to report average revenue growth of over 15% across three years (Oxford Economics). In today’s fast-paced business landscape, leaders face mounting pressure to drive growth, adapt quickly, and outpace competitors. While technology and operational efficiency often take centre stage in transformation efforts, there’s a more powerful yet underutilised driver of success: organisational culture.  

Culture is the living, breathing persona of your company, capturing the norms, values and behaviours that define the very character of your business (Forbes). It is not just a people issue; it’s a commercial one. When actively managed, culture can unlock top-line growth. When ignored, it quietly undermines even the most well-crafted strategies. 

But how exactly does culture influence an organisation’s commercial outcomes? And how can change management be used as a lever to shape and sustain a thriving culture? How does culture impact an organisation’s commercial goals? 

Culture drives performance and it shapes how teams collaborate, make decisions, and engage with customers. A culture focused on customer-centricity builds loyalty and drives revenue. A culture that rewards innovation accelerates time to market, and one that fosters accountability removes barriers to execution.  

However, high-performing cultures don’t emerge by accident, they’re built. Leadership must actively define and embed the behaviours that align with commercial goals, while fostering a culture that values its people – because when individuals feel respected and invested in, it drives loyalty and a shared sense of accountability for performance.  

How can change management activate positive cultural growth?

To shift culture in support of growth, change management must act as the engine. At 4C Associates, we see several critical steps in this journey.   

  • The first step is clarity: what behaviours must change to support the strategy? Are we asking people to collaborate differently, take greater ownership, or prioritise the customer in new ways? 
  • Next is a clear-eyed look at the current state. Cultural diagnostics, through interviews, surveys, and observation – help us uncover where legacy norms may be slowing progress. Often, the barriers are behavioural rather than structural. 
  • From there, leaders must build a compelling case for change, linking desired behaviours to tangible outcomes. People need to understand not just what’s changing, but why it matters – to them, to their teams, and to the business. 
  • Leadership visibility is critical. Change starts at the top, and people take cues from what leaders prioritise, model, and reward. When leaders walk the talk consistently and visibly, it builds credibility. When they don’t, it quickly erodes trust. 
  • To embed change, organisations must align systems and processes to reinforce the new culture. Performance measures, reward systems, even how meetings are run, should all support the cultural shift. And change doesn’t stop with the rollout, feedback loops (through check-ins, surveys, and informal dialogue) ensure leaders stay informed and responsive. 
What does this mean for leaders?

When managed well, culture becomes a true competitive asset, driving faster execution, stronger customer relationships, greater innovation, and higher employee engagement. It lays the foundation for transformation to succeed, not as a compliance exercise, but as a shared commitment.

The companies that consistently outperform in times of disruption all have one thing in common – cultures intentionally shaped to support strategy. In fact, over 65% of executives now prioritise culture over strategy or operating models, recognising that behaviours, not just systems, are what drive sustained value.

Leaders who align culture with commercial goals and use change management to inspire belief, not just enforce adoption but unlock momentum that fuels long-term growth and clear strategic direction.

If culture management is impeding your top line growth, our change management experts are here to help. Connect with Kelly Archer and Allison Ford-Langstaff to explore how we can support your success.