We believe a brilliant strategy without a great culture will not work, whilst a company with a winning culture can succeed even with a mediocre strategy. We help create thriving organisations where people love their work and make organisations fundamentally more ethical, values-based, safety-obsessed and service-driven.

We all aspire to build such cultures. But culture is hard to get your head around and even harder to change.

ORDINARY CULTURES

Ordinary culture change overpromises and under-delivers. Too often culture change ‘programmes’ sound great, make a small difference and leave us exhausted.

EXTRAORDINARY CULTURES

Extraordinary culture change is an exercise in unlocking energy and gathering natural momentum. It is about helping people to see the intangible as simple, inspiring and within their grasp. It feels more like being part of a movement than part of a ‘programme’. It takes on ideas and customs considered immune from criticism, as well as showing up in all the fundamentals of how we do business. It exceeds expectations. It is without fanfare.

A Story of Extraordinary Culture
Connecting Culture to Commercial Advantage BRIDGE is working with a global bank to inspire real competitive advantages through the power of culture. Partnering with them on a landmark cultural change programme, we are helping them connect culture and values to their current big business challenges: improving customer-centricity, simplifying business and enhancing conduct and protection. A programme of near-unprecedented scope The bank faces significant threats in its external environment. To address this, the senior leadership has enacted a global culture change programme that is near unprecedented in scope within the sector. BRIDGE has already supported the first two phases of the cascade of the programme to over 20,000 leaders and is currently supporting the roll out to over 200,000 employees over the next two years. Seizing the opportunities out of a necessity The culture change programme uses the requirement to ‘fix’ the culture and harnesses it to inspire the creation of a genuine high performance culture underpinned by values. Employees face intense performance pressures in an environment where ‘doing business’ has become harder and harder. We show how attitude determines behaviour, how behaviour drives success, and how leaders can leverage this. Making a simple choice – being at our best BRIDGE helped identify three simple ‘attitudes’ that describe the culture when it is not at its best, when employees get caught in their fear of putting their heads above the parapet and lose sight of their values and what’s important to them. Instead, employees are challenged to become more mindful of when they are operating at their best and when they are not – and when they are not, make a conscious choice to live their values, make considered decisions, and speak up.  
A Story of Extraordinary Culture
THE TRANSFORMATIVE POWER OF ATTITUDE Bringing service to life BRIDGE worked with a major global retailer to build a culture of 'living service' based on the power of positive and mindful employee attitudes. 'Living service' means employees are empowered to deliver natural and responsive service using their own drive and resourcefulness – a ‘win-win’ situation that benefits staff, company and customer. This resulted in dramatic improvements to morale and customer experience. “I have a choice” A centralisation drive had realised economies of scale but sapped employee motivation. We put motivation at the centre of the service programme and showed employees that they have the power to ‘choose their attitude’. This focus on ‘attitude’ put the soul and human essence back into service and helped staff to tap into the extraordinary version of themselves. A Peer-to-Peer Cascade The programme started in five ‘hot house’ stores and quickly spread across the firm’s global operations. Rather than rely on outside trainers, we empowered 25,000 staff to act as change champions. The work of these trained ‘fire lighters’ sent a strong signal that it was the retailer’s own people who were creating positive change and opening up possibility and potential. Tangible results The retailer experienced a 6% improvement in morale across all stores. ‘Living Service’ stores consistently outperformed the other stores in terms of overall customer service (+8%), warmth and friendliness (+18%) and helpfulness (+45%).  Staff absences and attrition both decreased and the retailer’s contact centre operations achieved a 45% improvement in service levels during the busiest period of the year.

 Principles underpinning our approach
The field of culture change is broad and there are no universal methods. There are some big lessons that have shaped our approach to the culture change work we do. Whether we are building a service culture for 250,000 people globally or creating a great place to work in a single part of a business – these lessons apply.

INSPIRE US TO SEE HOW THE WORLD COULD BE AND DISRUPT OUR CONVENTIONAL THINKING.

We are all defined by our current vantage point. We believe it is vital to open our eyes, minds and hearts to see the world as we haven’t seen it before. We immerse people in experiences that change the way they look at the world, for good.
In this way convention, pragmatism and cynicism no longer limit us.

“In one week with Bridge they changed the way I thought about people and my place in the world forever.”

WE BUILD MOVEMENTS RATHER THAN ‘MANAGE PROGRAMMES’.

The art is to harness the early feelings of possibility and connect people up in a way that means change gathers its own natural momentum. This makes it easy for everyone to get involved.

So your team don’t simply wait to get wrapped up in the ‘roll out’, they jump in and make it messy and real.

“What I love about our work with Bridge, is what started out as a programme has developed into a movement. We are joining up the dots in the most unexpected ways.”
MOVEMENT MAKER, MONDELEZ

WE MAKE THE COMPLEX AND INTANGIBLE SIMPLE AND ACCESSIBLE.

Bridge works with clients to debate two very significant questions: What is at the very essence of the culture change? What will it look and feel like in a way that I can identify with?

This creates a shared understanding that makes the complex simple.

“Bridge were great at helping us boil down a world of complexity into 3 simple principles that could be lived in every market, by everybody.” 

WE UNLOCK THE POWER OF SYMBOLISM.

There are always a few things (processes, behaviours and myths) that represent the old order. We go after these early and show those sacred cows no mercy. Because of this, cynics suspend their disbelief, choose to play, and momentum builds quickly.“Bridge’s work is built round our agenda not a campfire”

WE WORRY ABOUT ATTITUDES… AND THEN BEHAVIOUR TAKES CARE OF ITSELF.

In all we do we find the big shifts in attitude that unlock resistance. So instead of change feeling risky and exhausting, the whole experience helps people see the future in a positive light.“I realised that it was not the force disempowering me, it was about me disempowering myself. I am looking forward to really going for it in the last years of my career now rather than counting the minutes to retirement.”
CITY OF LONDON POLICE

Our services

Our work in the field of supporting extraordinary culture change is extremely varied. No matter what the context, we make this work more accessible, more heartfelt and much longer lasting than is the norm.
VALUES LED CULTURAL TRANSFORMATION.
 
Our extensive experience in this field has helped us understand the difference between being able to describe a great set of aspirational values and what it takes to live them. This is easy to say and very hard to do.

Be it the tough environment of global banking or in some of the fastest growing businesses in the world, there are some universal ‘truths’ that enable values to truly unlock a lasting culture change.

 

‘Bridge have deep insight into what it actually takes to embed values into the culture of an organisation.’

BUILDING A SERVICE CULTURE THAT IS NATURAL, COMPELLING AND INSPIRES DEEP LOYALTY – INSIDE AND OUTSIDE THE BUSINESS.
 
We believe that too many organisations get in the way of their people delivering great service. There are some elegant ways of both unearthing the essence of great service that can be defined simply and delivered at scale – as well as encouraging people to be themselves when it really matters.

In this way the science of ‘brand alignment’ meets the art of customer intimacy and a new type of service experience is born. At its best, service is the ultimate way you live your brand.

TURNING SAFETY, COMPLIANCE OR INTEGRITY INTO DRIVERS OF LOYALTY AND PASSION.
Too often we find people thinking the things that keep us out of court or provide us with the right to trade are simply cultural necessities.  Bridge see them as movements around which your people can rally.

We finds ways to get teams to look at business hygiene factors and imagine how they can deliver significant cultural change and commercial advantage.

‘What started out as a problem ended up being the rallying call around which we all got excited.’

DELIVERING ON THE ‘BEST OF BOTH’ CULTURES FOLLOWING A MERGER OR INTEGRATION.
Cultures have very well developed immune systems. They protect themselves in many ways. Never is this more apparent than when two cultures are ‘forced’ together post-merger.

Bridge helps people create a picture of how they can be better together. Our work takes people from each culture beyond their easy assumptions and stereotypes of each other. Most importantly we help people feel able to have the impossible conversations – this accelerates the speed of integration and deepens trust in the most profound ways.

UNLOCKING THE POWER OF COLLABORATION AND PARTNERSHIP TO TRANSCEND THE MATRIX OR BUILD PARTNERSHIPS OUTSIDE THE BUSINESS.
Our experience and research over 25 years helps us understand what enables deep collaboration. The 7 partnership practices that underpin this work are revolutionary.

The application of this work is hugely varied. It includes making the global matrix work more fluidly, helping make new interfaces work following global restructuring, building cohesion and trust within extended global teams, through to helping join-up the supply chain so it feels seamless.

MOVING FROM BUILDING ‘A GREAT PLACE TO WORK’ TO BUILDING BUSINESSES THAT PEOPLE FALL IN LOVE WITH. 
Many organisations talk about creating great places to work and benchmark themselves against various external surveys to validate the claim. In contrast, we have spent the last 25 years studying what it takes to fall in love with your business – this sets a higher bar. This consistently boils down to four big shifts.  We are doing work on elements of all these shifts in different organisations and the impact is profound.