To change a culture, the leaders have to change the messages people receive about what they must do to fit in. When people understand that there are new requirements for belonging, they adjust their behavior accordingly. Cultural change starts with a new set of messages. Culture-changing communication is nonverbalthe doing rather than the sayingand comes most vividly from leadership behaviors. The behavior of leaders exemplifies what people with powerand those who aspire to have itare supposed to do. A small change in a senior managers behavior can send a big message.

Conscious Business by Fred Kofman