02 Apr Beyond Transactional: Rebuilding Culture as a Strategic Asset
In our most recent business newsletter and on X, we asked local employees to describe their company culture in two words. The top response was clear: “Transactional and Superficial.”
This echoes a deeper truth long understood but rarely spoken aloud in the workplace that we often wear the mask, projecting professionalism and productivity while suppressing disconnection, burnout, and disengagement. When culture becomes performative, it can no longer power the purpose, trust, and innovation that drive real growth. A culture without a sense of connection, authenticity, and shared purpose makes it harder to retain talent, inspire innovation, and build trust across teams.
The Cost of a Superficial Culture
According to Gallup’s 2023 State of the Global Workplace report, disengaged employees cost the global economy $8.9 trillion in lost productivity, which is nearly 9 percent of global GDP. Deloitte has also found that while 94 percent of executives and 88 percent of employees believe a strong culture is key to success, and only 19 percent say their organization has the right culture.
In short, culture impacts performance whether you’re managing it intentionally or not.
From Transactional to Transformational: What Works
While shifting culture may seem daunting, the most successful transformations focus on small, intentional changes that align values, systems, and behaviors. Here are three evidence-based strategies business leaders can use:
1. Build Trust and Psychological Safety
Google’s Project Aristotle found that psychological safety was the most important factor in high-performing teams. When employees feel safe to share ideas, ask questions, or admit mistakes without fear, collaboration and innovation improve.
What you can do:
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Invite feedback and follow through on it
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Normalize learning from mistakes
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Encourage input across roles and departments
2. Connect Work to Purpose
McKinsey research shows that employees who find purpose at work are four times more engaged and five times more likely to stay. In cultures where every task feels disconnected from the bigger picture, purpose gets lost.
What you can do:
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Regularly communicate the mission and how each role contributes
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Share real stories of impact from customers or community partners
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Reinforce not just what your team does, but why it matters
3. Treat Culture as a Business Investment
Culture is not just about perks or slogans. It shows up in hiring practices, onboarding, communication norms, and leadership behavior. A PwC study found that nearly 70% of leaders attributed their strong culture to better business outcomes, a competitive advantage, and a driver of their ability to adapt to change.
What you can do:
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Train managers on emotional intelligence and inclusive leadership
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Use onboarding to build belonging, not just compliance
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Support cross-functional collaboration and shared wins
The Bottom Line
Culture is not just a talent attraction tool. It is a business multiplier. When you invest in an authentic, people-centered culture, you create conditions where performance and retention thrive.
Too many workplaces ask employees to smile with torn and bleeding hearts, to mouth with myriad subtleties while hiding their true selves. It’s time to stop letting the world dream otherwise and start creating environments where people no longer have to hide.
At Charlotte Works, we believe culture is one of the most powerful tools available to employers in our region. If you’re seeing signs of disconnect or disengagement, consider it an opportunity to reframe culture as a core strategy, not a side conversation.
We’re here to help you turn insight into action. Let’s build something stronger together.