Culture Starts Here, Ep2: One thing your C-Suite absolutely can’t delegate [podcast video]

September 23, 2025 | General, Intentional Culture
By The A-Team
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Why cultural activation from above is critical for success

Did you know that culture can be a competitive advantage?

When aligned with business goals, culture becomes the performance edge that fuels growth, innovation, and employee engagement.

In the latest episode of Culture Starts Here on The CultureCon Podcast, ADVISA CEO Heather Haas and leadership consultant BJ McKay unpack what it really takes to build that edge – starting with the first driver of ADVISA’s ATLAS framework, Activation from Above.

Culture Starts Here, Episode 2 Highlights

In culture, leaders set the tone. What leaders tolerate and celebrate becomes the norm, shaping culture in real and lasting ways. This is especially important in the case of the C-Suite – particularly the CEO role.

What “Activation from above” really means

Culture starts with the executive team, but not just in words – activation is intentional action. Here’s what that looks like:

  • Defining values and the type of culture that fuels strategy.
  • Modeling the mindsets and behaviors daily, not just declaring them.
  • Holding leaders accountable for being “culture carriers.”

“It’s not about posters and perks. It’s about the day-to-day personification of the mindsets and behaviors we say matter.”

Heather Haas

Why CEOs think they’re doing it (but typically aren’t)

Many CEOs believe they’ve set the tone. Mission and values are on the wall, strategy retreats have been held, and culture has been “covered.” Yet, results don’t stick. Here are some reasons why:

  • Leaders don’t see themselves as culture carriers. They focus on functional goals and overlook their role in shaping workplace experience.
  • Culture is treated as HR’s job. In reality, it’s a business strategy issue.
  • Time, attention, and budget aren’t invested. Without leadership development and reinforcement, culture work fizzles out after it’s launched.

Quick wins vs. lasting change

Culture transformation isn’t overnight. Research shows 3–5 years for deep cultural change. But lightbulbs can go on fast. With the right data (leader effectiveness, talent attraction/retention, employee sentiment), executive teams can begin seeing culture as a business driver in as little as two weeks.

Then, sustaining culture change requires ongoing time, attention, and budget (“TAB”) – especially investment in leadership development aligned to values.

For leaders who aren’t the CEO

What if you’re a director, VP, or HR leader who sees the need for change but doesn’t hold the top spot?

Start here:

  • Link culture to performance. Frame it as a business conversation: Where are people issues holding us back from growth, retention, or profitability?
  • Use data. Engagement surveys, turnover stats, or “Best Places to Work” rankings make culture challenges impossible to dismiss.
  • Be brave. Share observations, speak to talent loss, and name what’s not working. Sometimes the truth needs a voice.

Signs that culture work may stall

Cultural transformation is possible in nearly every organization, but there can be red flags:

  • A CEO unwilling to own their role in shaping culture.
  • Leaders who want to delegate culture down instead of designing it together.
  • Values without accountability – if behaviors at the top contradict what’s declared, trust erodes quickly.

First steps: Where to begin today

If you want to jump-start culture work in your organization:

  1. Start with data. Insightful tools, such as personality assessments and ADVISA’s free online culture check help you quickly identify strengths and gaps.
  2. Define roles. Ensure every leader knows they are a culture carrier, not just a functional manager.
  3. Invest in leadership development. Equip leaders with the skills, mindsets, and behaviors to live the values daily.

Culture is never “done”

Like fitness, culture requires consistent effort. If you stop paying attention, you lose momentum.

But when leaders at all levels actively live the values, culture becomes the connective tissue that drives strategy, attracts talent, and fuels results.

When leaders at all levels actively live the values, culture becomes the connective tissue that drives strategy, attracts talent, and fuels results.

ATLAS framework for cultural competitive advantage

To help organizations create the culture they need to succeed, ADVISA developed the ATLAS framework – five critical drivers that, when aligned, create cultural competitive advantage:

  • Activation from Above – executive ownership of culture
  • Trust and Shared Purpose – clear mission, vision, and values
  • Leader Effectiveness – equipping leaders to model the right mindsets and behaviors
  • Actionable People Data – putting people insights in leaders’ hands
  • Systems – aligning processes, tools, and norms with the desired culture

When these five drivers work together, culture stops being abstract – it becomes the engine that propels business results.

Take the free, 5-minute culture check!

Find out where your organization stands today – in just minutes! Plus, it’s free. ADVISA’s online ATLAS Navigator tool gives you a snapshot of strengths and opportunities across the five drivers. It’s a great conversation starter for leaders, managers, and teams who want to begin the culture journey with clarity.

👉 Take the ATLAS Navigator five-minute culture check here!

Key takeaways

  • Lead by example – Culture starts with leadership behavior.
  • Own the culture – Leaders must actively shape it.
  • Let data guide you – Use insights to target improvements.
  • Invest to grow – Time, attention, and budget (remember “TAB”) are essential.
  • Culture drives results – It’s a business strategy, not fluff.

About Culture Starts Here

Culture can be an organization’s biggest threat to growth – or its greatest opportunity for competitive advantage.

In Culture Starts Here, a special series on the CultureCon podcast, ADVISA CEO Heather Haas and leadership consultant BJ McKay share insights and tactics you can use to jump-start your organization’s optimal culture. This and every episode of Culture Starts Here includes the answer to the most common question ADVISA’s leadership consultants hear: Where do we start?

Additional episodes

ADVISA

CultureCon

PeopleForward Network

All Resources