In a turnaround, a leader's most critical first step is restructuring their direct reports. McLaren's CEO replaced every key leader—CFO, HR, commercial, etc.—to create a unified group that could then drive cultural change down through their own departments.

Contrary to common consulting practice, successful culture change efforts don't begin with a lengthy study of the existing culture. This analysis is often a form of procrastination. The most effective leaders bypass this step and immediately start taking actions that create stories aligned with the desired new culture.

During a losing season, Jedd Fisch recognized his personal attitude directly filtered through the entire football program. He consciously decided to project positivity daily, understanding that if the leader appears defeated, the team has no chance. A leader's energy is not a personal matter; it's a strategic tool.

Successful culture change doesn't start with an announcement or a new mission statement. It begins when a leader takes a decisive action that is inconsistent with the old culture. These actions organically generate authentic stories that employees share, which in turn shifts the organization's narrative and values.

When Jeff Braverman proposed a new, labor-intensive packaging service, his father and uncle refused due to the effort required. To overcome their resistance, he not only showed them the math proving its profitability but also took on the manual labor himself. This demonstrated his commitment and proved the concept's viability through his own actions.

When inheriting a failing team with no recent wins, leaders can't sell past performance. Coach Jedd Fisch's success at Arizona came from building deep, "transformational" relationships and articulating a future vision, rather than focusing on "transactional" benefits which didn't yet exist.

Zak Brown's first move at the struggling McLaren F1 team was to overhaul the leadership team, bringing in fresh blood to create alignment before tackling technical or commercial issues. This established a new, winning culture from the top down.

For a culture shift to be successful, the leader must be the protagonist of the initial stories. They must personally take actions that break with the past and model the new desired behaviors. The research showed zero examples of successful, large-scale culture change that started from the bottom up.

Companies typically promote CEOs from within. An external hire implies a crisis or a failure of succession planning. Therefore, an incoming external CEO has a mandate for significant change. Playing it safe with incremental adjustments squanders the opportunity and fails to address underlying issues.