Culture change is one of the most-searched leadership topics in the world. It generates thousands of books, courses, frameworks, and consulting engagements every year. The business world is obsessed with it — and for good reason. Culture is the difference between organisations that survive and organisations that thrive, between teams that function and teams that flourish.
But there is something almost none of those books or frameworks tell you. Something I wish someone had told me before I started.
Culture change takes longer than you think. It costs more than you’re expecting. It looks worse before it looks better. And the leaders who don’t know that going in are the ones who quit in year three — at exactly the moment the breakthrough is beginning to form underneath the surface.
This is the story of what culture change actually looks like from the inside.
The Move Everyone Makes First
When a leader decides the culture needs to change, there is a move almost everyone makes first. They call the team together. They announce a new set of values. They get them designed, print them, maybe etch them on glass by the front door. And then they wait for the culture to follow.
Six months later, nothing has changed. Except now they have a very nice piece of glass.
The values weren’t wrong. The team heard them. So why didn’t anything change?
Because culture isn’t what you announce. Culture is what people experience repeatedly. It’s formed by what gets consistently modelled. What gets quietly tolerated. What gets celebrated — and what doesn’t. It is the cumulative effect of thousands of small behaviours, repeated across hundreds of days, by every person in the room.
You cannot write your way to a new culture. You can only live your way there.
That distinction changes everything about how you approach culture change — and how long you expect it to take.
The Decision That Starts Everything
In the early 2000s, I wanted the culture at IKON to be more positive. More encouraging. A place where people genuinely built each other up.
My first instinct was to look around for what needed to change. The team. The systems. The atmosphere.
Then something landed on me, uncomfortably. If I wanted the culture to change, it had to change in me first.
So I made a decision. I was going to think differently, speak differently, and refuse to criticise others. And every time I caught my thoughts or my words heading somewhere else, I was going to say to myself:
That’s not who I am. I’m an encourager. I’m someone who builds others. I’m someone who creates a positive atmosphere.
I would love to tell you it worked the first time. It didn’t. I had to do it over and over. Days. Weeks. Months. I remember waking up in the middle of the night, lying there feeling low about something, and saying it again in the dark. Every single time. Until one day it wasn’t effort any more. It was just who I was.
And as it changed in me, it started changing around me. Over time, the language of the team changed. From criticism and negativity to genuine optimism. From problem-reporting to possibility-thinking. The culture followed. Not because I announced it — because I went first.
That is where culture change always starts. Not in a room where you announce a new vision. In the private decision of a leader to become what they want the culture to be.
If it is not happening in you, it will never happen through you.
What Nobody Tells You Comes Next
Here is the part of the story that the books leave out.
After the decision comes the dip. And most leaders are not expecting it.
When you start raising the culture — naming what matters, confronting what doesn’t belong, celebrating different things than you used to — something predictable happens. Some people find it difficult. Not because they’re bad people. Because they were comfortable in the culture you’re moving away from. The old culture worked for them. And the new one asks something of them they’re not sure they want to give.
Some of those people will leave. And that is painful in a way that is genuinely hard to prepare for. Especially when some of them are people you love, people who’ve been with you a long time, people the congregation knows and trusts. Releasing them feels like failure, even when it’s the most courageous and culture-protecting thing you can do.
The Willi Railo insight that has stayed with me longest is his distinction between cultural architects and cultural prisoners. Cultural architects shape the mindset of the group — they take responsibility, they transmit belief, they lift the environment of the room. Cultural prisoners do the opposite — they explain why things can’t be done, they default to blame, they spread limiting narratives. Every team has both.
When you start deliberately building culture, you discover which people in your team are which. And one of the hardest pieces of wisdom is this: stop spending most of your energy managing cultural prisoners. Start spending most of your energy identifying, naming, and empowering cultural architects.
Sounds obvious. Costs everything in practice.
When the Numbers Go the Wrong Way
The other thing nobody tells you is this: genuine culture change often produces a season when the numbers go in the wrong direction.
When you’re clearing out what’s unhealthy and building what’s genuinely healthy, there is a period when everything looks worse from the outside. Attendance can dip. People you thought were committed start attending less. The energy that felt like momentum starts to feel like friction. A leader who doesn’t know this is coming will almost certainly read that season as confirmation that they’ve made a mistake.
They haven’t. They’re in the dip. And the dip is not evidence of failure. It is often the most important season in the whole process — because it’s when the culture is forming below the surface, out of sight, more durably than anything a programme could produce.
Kevin Gerald’s simple chain is exactly right: Vision → Values → Behaviour → Culture. But what that chain doesn’t show you is the lag. The behaviour changes happen first. The culture shift comes later. And if you’re measuring culture by what you can see, you will almost always feel behind. The culture you’re building is always a year ahead of where the metrics say you are.
The leaders who make it through this season are almost always the ones who had someone alongside them — a mentor, a peer, a coach — who could tell them: this is normal, keep going. And the leaders who quit early almost always did so alone.
What the Other Side Looks Like
The breakthrough does come. But you cannot manufacture it on a timeline, and you cannot rush it. What you can do is stay faithful to the things that produce it: modelling consistently, celebrating what you want repeated, confronting what contradicts the culture, and refusing to announce your way to something you haven’t built.
By 2025, IKON was growing consistently across multiple campuses. Visitors were coming through our doors in numbers we hadn’t seen before. First-time decisions were up significantly on the year before. Those numbers are not the culture. They are the visible evidence of a culture that had been forming underground for years.
What strikes me about that moment is this: none of those numbers felt like the result of a strategy we deployed in 2024. They felt like the harvest of seeds planted across many seasons. The culture that produced that growth had been built conversation by conversation, correction by correction, celebration by celebration, over a much longer arc.
You don’t get the culture you want. You get the culture you build. And building it takes longer than any conference session, any values document, or any leadership book will tell you.
The Question Worth Sitting With
The reason most culture change efforts fail is not that the strategy was wrong. It is that the leader quit in year three when they needed to hold until year five.
The five years nobody tells you about are the most important years in your leadership. They are years where the culture you’re building disappears underground and becomes something deeper than a programme — something that belongs to the team, not just to you. When it comes back up, it comes up transformed.
So the question worth sitting with is not how do I change my culture? That question has a thousand answers.
The question is: how long are you actually willing to hold?
Because the leaders who change cultures are not always the most gifted or the most strategic. They are the ones who stayed long enough, went deep enough, and refused to announce something they hadn’t first become.
Culture changes when the leader changes first. And then — slowly, invisibly, and usually later than you expected — it changes everything around them.
Related: To Build a Culture, You Have to Be the Culture First — on why culture always begins with the leader. The Loneliness of Leadership — on why you need people around you who will help you hold when the dip arrives.












