The next wave of strategy - with Jürgen Siebenrock

Investing in culture to gain a competitive edge

As part of our ongoing strategy series, ReD partner Iago Storgaard speaks to Jürgen Siebenrock, Head of Culture and Top Executive Programs at Lufthansa Group, on how they made culture a top priority at the global organisation. In the conversation, Jürgen also shares his perspective on how to concretely cement a culture within a large organisation with over 300 subsidiaries, navigating friction in the process, as well as his unique approach to measuring the impact of cultural investment.

Watch the video below.

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THE NEXT WAVE OF STRATEGY

At ReD, we have been developing a new perspective on strategy in collaboration with Roger Martin, one that extends beyond economic optimisation and user-centricity. Building on these two lenses, this new approach to strategy also incorporates understanding complex social dynamics in order to sharpen a company’s perspective on the culture or “world” they’re operating in, and in turn, unlock growth. In this video series, we hear from leaders on why this is the way forward.

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“When you look at your values, you have to make sure that they are ingrained in your systems, in your development programs, in the whole holistic architecture of culture. If you don’t do that. It’s an empty promise.”

 “The worst thing you can do is a top-down exercise when the board writes down a vision, mission, and then says, this is it.”

“The journey started by sitting down with the leadership team, with a lot of colleagues across the organisation. I think roughly 4,000 people were involved.”

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