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Views and News: Culture by Design

We enjoy sharing our innovative point-of-view, so regularly publish articles and speak at conferences, including Cambridge Judge Business School, Cranfield School of Management and Henley Business School.

Culture by Design

How designing a customer experience culture leads to sustained commercial success

‘Culture by Design’, a white paper by Pelorus Jack and prominent academics from Cranfield School of Management, explores how to connect organisations with their customers to create a consistent, world-class customer experience that leads to sustained commercial success.

We draw on years of proven operational expertise and the know-how of The Walt Disney Company, whose transferable methodology, established over 60 years ago, forms the heart of its global success. We show how to focus everybody on their customers, and how to trust people to use their common sense within a shared internal framework.

Our practical operational experience shows how it is possible for organisations to grow more complex, whilst keeping their employees engaged, and retaining a focus on customer experience, agility and continuous improvement. All this is indispensable for success in an increasingly volatile, ambiguous and competitive world.  Scroll down to download ‘Culture by Design’.

Media Coverage

We are delighted that ‘Culture by Design’ has generated positive interest, including in-depth feature articles in a range of business publications. Click below to read more.


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Thanks to everybody who has read ‘Culture by Design’ and given us feedback.

This is an excellent paper.  As customers, we all know what good service, and exceptional service, feels like.  But too often, when we get into our own organisation, customer-centricity is eclipsed by business-centricity. This paper aims to set the balance straight, with a simple but insightful process for putting the customer at the heart of operations. The key is empowering employees to do the right thing by making the principles explicit, so actions become automatic but don’t lose their humanity. Applicable across a wide range of sectors.

David Landsman

Managing Director, Tata Group Europe, NED, and former senior diplomat.

An excellent report, which demonstrates that happy employees make happy customers.  A first rate report.

Lord Mark Price

Former Minister of Trade, Managing Director of Waitrose, and Founder of Engaging Works, making the world a little happier and a bit more decent.

The white paper is well done and has all the elements for an organisation to define a culture they desire and to work towards it. Your work is clearly needed if organisations are going to survive and especially if they want to thrive. As they say, “culture is not part of the game, it is the game”.

Lee Cockerell

Former Executive Vice President of Operations for the Walt Disney World® Resort, and teacher of leadership, management and customer service through books, courses, blogs, and a weekly podcast (www.leecockerell.com).

An exceptional report. The authors not only understand true customer excellence, but also have the proven methodology and real life experience to navigate organisations to enduring success.

Jo Ryzmowska

Vice President & Managing Director, UK & Ireland and Asia, Celebrity Cruises.

It is great to see a white paper that connects the system dots and follows through with actions.  There is even talk of metrics around intangible and tangible deliverables that are so often missing when we talk about culture.  These are especially important when responsible businesses implement intelligent automated systems.  By nurturing intangible assets and culture by design business will see the value of people bringing their best selves to work and the positive impact this has on the customer/worker experience and ultimately the triple bottom line.

Karen Rivoire

Former chief people officer at Unilever and WPP, brand marketing leader at Sony and Carrefour, and advisor in wellbeing, culture and talent matching.

The world is full of meaningless pronouncements about being “customer led”, “customer centric” etc, popularised by notices in offices and openly mocked by employees who don’t believe what they know to be lies. This brilliant white paper sets out a very clear process for embedding the appropriate culture in organisations [and] a checklist for implementation, which I for one will be using in future with my work with both multinationals and SMEs.

Professor Malcolm McDonald

Author of more than 40 best-selling marketing books, and Chairman of Malcolm McDonald Consulting.

Read Culture by Design

Click below to download ‘Culture by Design’, and do get in touch with any feedback.

Contact Us

We are London based, but have lived and worked internationally, including North America, Europe and the Middle East.

+44 (0)7799 710894


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