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Image by Timon Studler

Why UP

In our experience, too many organizations leave building their culture to chance. They get so focused on strategy and planning that they forget to invest in the culture itself. 


Ignoring culture puts your organization’s strategic performance at risk. But when an organization intentionally aligns values, behaviors, norms, and systems toward a central strategy, culture becomes a force to drive results. We believe organizations create winning cultures through three key drivers:

  1. The organization has an established framework and language for teaching its values.

  2. Team members have high levels of character and competence.

  3. Leaders model and reinforce the desired behaviors.

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