Announce & Introduce: Align and Activate
True alignment begins with visible leadership commitment.
In Phase 2, senior executives publicly endorse the new cultural direction and invite everyone in the organisation to participate.
Research consistently shows that explicit leadership endorsement is one of the strongest predictors of successful change adoption (Armenakis et al., Journal of Organisational Change Management, 1993; Weiner, 2009, Implementation Science).
After this shared declaration, the CULATHON simulation begins. Employees engage in dynamic, scenario-based exercises designed to make the desired behaviours tangible and actionable.
These sessions are grounded in the science of experiential learning, which has been shown to be 2–3 times more effective for behavioural change than traditional classroom training (Kolb, 1984; Sitzmann, 2011, Personnel Psychology).
CULATHON functions as a serious game; an interactive, psychologically safe environment where participants can experiment with real-world decisions and observe their cultural implications.
Systematic reviews of serious games confirm their impact on knowledge retention, behavioural adaptation, and attitude change across professional settings (Boyle et al., 2016, Computers & Education).
Each round of the simulation encourages reflection, dialogue, and group sense-making turning abstract values into lived behavioural norms.
Over time, this collective rehearsal creates a shared behavioural language that strengthens cooperation and accelerates decision-making across teams.
By the end of Phase 2, cultural principles are no longer theoretical;
they are embodied through practice, reflection, and shared accountability.