Culture strengthens strategy

How do we strengthen our culture and identity to reinforce our strategic repositioning?

Atradius Dutch State Business (ADSB) is a specialist in export credit insurance. ADSB is growing and the organization is growing with it. With the growth, a number of strategic choices have been made. That also brings the need to create greater awareness about the culture of ADSB, to build it, and to jointly propagate it more actively.

Unconventional approach

After a pitch, On the Morro is given responsibility for designing and facilitating this cultural trajectory. The core team from DSB chose On the Morro because of our unconventional and creative approach that can really take colleagues out of their comfort zone, in order to continue building together.

Change process with targeted interventions

• A number of interviews with both ADSB and the relevant Ministries were the starting point for a good understanding of the underlying issues.
• We then deployed the ADSB core team to start the conversation between colleagues, taking the strict Covid measures into account. They organized small online interventions and special outdoor activities such as short strolls in which colleagues were matched to discuss certain questions. These were highly appreciated.
• 2-day offsite with the entire ADSB organization. Starting from self-reflection, we explored the joint space for movement and we activated all those involved to take the lead in the desired change. Based on all insights we developed a manifesto for cooperation and actions.
• 1-day offsite with a group of ADSB and the relevant Ministries. This day led to new connections and insights into mutually relevant issues and a start is made with agreements to strengthen and improve the cooperation.
• In a follow-up day with the entire ADSB organization, we use DISC to raise awareness about the different preferences and styles that are represented within the organization. We conclude with open conversations about the impact colleagues want to make as individuals and as an organization.

What makes this program successful?

• Crucial in this process is the strong collaboration with the core team of ADSB. All departments and the Leadership Team are represented. On the Morro included this core team as co-designers and facilitators in the process to strike the right chord in the design and language of the program, to better involve people.
• Providing tools and methodology that those involved can also use in their own work and teams to keep the conversation going.
• Activating creativity and building trust by, for example, asking to bring images, by drawing, and by a guided meditation on a very substantive subject.
• Transparency. Making visible and always recalling the output of the sessions, in order to be able to make choices together and also to come back to the argumentation of those choices.
• Prototyping. Recording and/or visualizing insights during the sessions by the participants themselves and by a visualizer. This provides guidance and direction and builds support.
• Seeking connection through a flow of personal reflection and group reflection: what do I find important, what do we find important?
• Play (with different perspectives)! Quite literally through a short workshop ‘sheep herding’ with reflection on cooperation.
• Co-creative and agile approach: adapt program design to advancing insights.

Conclusion and implementation

With this program, enthusiasm has been sparked, colleagues have gotten to know each other better and communication and collaboration have improved on the way to a new ambitious purpose-driven shared goal! The intentions and actions therein are of course not immediately anchored in the daily business. The core team becomes a permanent ‘culture’ team in the organization and thus continues to actively put the subject on the agenda. On the Morro trained them and an active group of their colleagues in techniques and methodology to better design and facilitate meetings. They therefore regularly organize knowledge and activation sessions to connect and activate colleagues in the common goal.

Testimonials

Bert Bruning – Director Atradius DSB “It was without a doubt great to see our team together again. But it was even more stimulating and inspiring to see that Corona has failed to take away the dedication, motivation, and enthusiasm. I am confident that the plans and ideas we agreed on during the offsite will add value to the products and services we offer our customers. Without a doubt a beautiful and varied offsite.”

Irene Visser – Head of Strategy Atradius DSB “This video captures the spirit of the event very well. It was really inspirational to be part of the organizing team and see off things come together. I am convinced the Atradius DSB team can make a difference for the Dutch export!”

“Beautiful and valuable days. Inspiring and professionally facilitated by Yvette, Klazien, Wouter and Paula!” – Nicole Starmans Senior HR Business Partner Atradius