To incubate a new culture requires individual teams to self-organize. New cultures come from the lived experience of seeing a new way succeed. These teams can become the seeds of a new company-wide culture if carefully nurtured. In fact, in many successful transformations I have witnessed, future leaders who became instrumental change agents began as ordinary employees working on early pilot projects. Once they saw what was possible, they made the choice to dedicate their careers to bringing those benefits to others in the company.
