Changing the corporate culture

Mark Birmingham was appointed chief executive officer of Milwaukee-based Stein Gardens & Gifts last fall. He is the first person outside of the Stein family to hold that position. Birmingham shares his thoughts about how to drive change in an established corporate culture.

“First, be a good listener. There are certain nuances to any organization that need to be carefully understood. Before making your mark on an established business model, it is important to understand the organization and the qualities that have made it successful. Listen to your new co-workers. They are often the best source of new ideas. They know what works, what doesn’t, and most importantly, where the opportunities lie.

“Second, communicate, communicate, communicate. Conveying your message throughout the organization is critical. Take every opportunity to reinforce your vision. Whether at your weekly staff meeting or during a brief hallway conversation, it’s important that people hear your message, and it’s even more important they hear your message directly from you.

“Third, prioritize, plan and execute. A strategic plan that fills a three-inch binder is destined to sit on a shelf and collect dust. Rather than tackling an overwhelming number of objectives, use your company’s mission to prioritize. I am a believer it’s better to achieve great results in 10 initiatives than to achieve mediocre results in 20. Only after you set the organization’s objectives can you truly focus on tracking performance and measuring success.

“Finally, never forget, your customer is your top priority. New strategies may emerge, and cultures will change over time, but you can never lose sight of the fact the customer drives the business. Every decision we make at Stein’s is made through the eyes of the customer. It is amazing what you will learn once you take on that perspective. Don’t ever forget – customers vote with their wallets. If you don’t provide the best customer service, they will vote for someone else.”