The Cultural Dividend is the multiplier effect you get when you deeply understand and leverage culture – both inside and outside an organisation.
In today’s environment – where the social, political, and technological landscape is constantly shifting – many leadership teams find themselves paralysed. By deeply understanding the social world you compete in, and the communities you serve, you create a robust foundation for decision-making that can withstand market volatility.
Tapping into how your consumers interact – the norms, behaviors, values they are shaped by, the meaning that exists and flows between them – provides a significant growth opportunity. When your product or service unlocks this meaning for the people you are trying to serve, you win financially. We call this idea the Cultural Dividend.
What is the
Cultural Dividend?
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Getting culture right internally to enable smoother change initiatives and more effective decision making.
Developing a clear perspective on the world that you want to play and win in.
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Out in the world
Developing a clear perspective on the world that you want to play and win in.
Alexander Lacik, former CEO Pandora
How to anchor a long-term growth strategy in consumer brand desire
Interviewed by Filip Lau
Jørgen Vig Knudstorp, board member and former CEO of The LEGO Group
How to crystallise a strategy in a worldview
Interviewed by Charlotte Vangsgaard and Iago Storgaard
Ben Valenta, SVP of Strategy & Analytics at FOX sports
Building long term value through community centred strategy
Interviewed by Millie Arora & CharlotteVangsgaard
Lars Rasmussen, CEO of Coloplast
Building strategy by asking the right questions
Interviewed by Charlotte Vangsgaard
“I am a firm believer that brands cultivate and enable communities. They don’t create them and they do not own them.”
- Nikki Neuburger, Chief Brand and Product Activation Officer, at Lululemon
Nikki Neuburger, Chief Brand and
Product Activation Officer, at Lululemon
Building a $25B brand by staying ahead of culture
Interviewed by Sandra Cariglio
Sara Riis-Carstensen, Head of Brand Strategy at Lufthansa Group
Finding the sweet spot between brand and culture
Interviewed by Iago Storgaard and Filip Lau
Britt Meelby Jensen, CEO of Ambu
Placing customer understanding at the heart of strategy
Interviewed by Mads Holme
Yasmin Green (CEO) and Beth Goldberg (Head of R&D), at Jigsaw
Going beyond users to build community-based strategy
Interviewed by Millie Arora & Katy Osborn
Stephen Fairchild, Chief Product Officer at Pandora
Understanding community to win a cultural dividend
Interviewed by Filip Lau
Steen Morvan, SVP Marketing &
Services, at Coloplast
Crafting a human-centred narrative to drive product differentiation
Interviewed by Anne Mette Worsøe Lottrup
Inside your organisation
Getting culture right internally to enable smoother change initiatives and more effective decision making.
Inge Smidts, CEO of Liberty Caribbean
Putting customers at the centre of
strategy to drive impact
Interviewed by Tamara
“Culture is a strategic enabler of success. It’s shared, it’s pervasive in the organisation, but most importantly, it is something that has endurance, it stays there.”
– Cees de Jong, Chairman Novonesis
Cees de Jong, Chairman of Novonesis
Getting strategy right during times of high uncertainty
Interviewed by Mads Holme
Johan Brammer, CEO of Tryg
Setting a strategic compass point at a 7,000-strong company
Interviewed by Martin Gronemann
Carsten Egeriis, CEO of Danske Bank
Why strategy falls apart without culture and purpose
Interviewed by Martin Gronemann
“If you’re not part of culture and don’t understand it, you will not get a dividend.”
– Stephen Fairchild, Chief Strategic Creative & Cultural Officer, Pandora
Anders Byriel, CEO of Kvadrat
Investing in culture and the community to build a global brand
Interviewed by Filip Lau
Jürgen Siebenrock, Head of Culture and Executive Programs at Lufthansa Group
Investing in culture to gain a competitive advantage
Interviewed by Iago Storgaard
Zlatko Rihter, CEO of Mölnlycke
Listening to customers to build a perspective on the future
Interviewed by Martin Gronemann
CONTINUED readING
Beyond network economics
The Cultural Dividend and why the leading theory of value creation needs an update
Strategy in a 1000 words
A conversation between Roger Martin and ReD partners Iago Storgaard and Filip Lau on the state of strategy today, why it’s in danger of becoming a lost art, and how to build strategies at human scale.
LISTEN
Companies use the word “strategy” more than ever, while strategy consultants with MBAs march the halls of companies penning sensible “strategic plans” that boards enthusiastically approve. Yet companies with a unique perspective on why customers spend with them and how they will win in their chosen space are in the minority. In this special edition of the podcast ReD partners Filip Lau and Iago Noguer Storgaard speak to Roger Martin on the state of strategy today and why it is in danger of becoming a lost art.
Host: Eliot Salandy Brown
Guests: Filip lau, Iago Noguer Storgaard, Roger Martin