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Culture by Design has been written as a practitioner's guide to show you a different and better way to design and deliver a new corporate culture, whether the focus is on agility, customer centricity, innovation, living the brand, safety or something else. Organizational change has become logical, rational and linear - all too often it seems to be about process and structures or involve overwhelming 'hearts and minds' communications or training campaigns. Crucially, it is often done 'to' the organisation by outsiders, not 'by' the people of the organisation. This book offers a framework that combines a series of tried and tested approaches in an innovative and effective framework. One that is about behaviours not arguments and one which creates a movement of empowered activists who spread the new behaviours naturally to create the desired culture: rapidly, organically and sustainably.