Symbolism can be a powerful method to align an organization to a new way of thinking. Transformational leaders know that everyone will be looking at what they say and do. One of the basic tenets of effecting culture change is to create experiences that will reinforce the beliefs that you want people to hold. These experiences can be small words of support, a well-written sincere note, or a key policy decision. But they can also be bold acts that create a lasting impression and become the basis for stories and legends. Consider the following symbolic acts – one in world politics and one in business.
- At the 1995 World Cup rugby final, Nelson Mandela put on a jersey of the South African Springboks, which under apartheid had been the exclusively white national rugby team. Mandela purposely chose to wear the uniform of the sport that black South Africans had always seen as that of the oppressor. The symbolism was unmistakable. It was an overt statement to millions of South Africans that he sincerely believed in reconciliation in the new democratic South Africa.
- Gordon Bethune, CEO of Continental Airlines, was trying to send a message to all his employees that the old rigid rules were history. He wanted everyone to make whatever decision they thought was right for the company and the customer. To make this clear, he staged a book burning, where the previous “rules manual” was ceremoniously set afire in a 55-gallon drum in the parking lot. This story soon spread among the employees. Message received.
The use of symbolism is not only within the purview of world political leaders or company executives. Creating experiences is only limited to your imagination and the thoughtful consideration of the message you want to send.
