The Unsung Architects of Culture: Empowering Change Agents for Real Transformation
- Kinsey Hartwell
- 5 aug
- 3 minuten om te lezen
Every culture change starts with a conversation.
But real transformation?...
That starts with people. People who believe, who embody, and who invite others to come along.
They are called change agents, or sometimes, more affectionately: ‘Culture Champions’.
They are not always the loudest in the room.
Not always the ones with the biggest titles.
But they are the ones who carry the torch of a new culture; one conversation, one behavior, one meeting at a time.
In a world of digital transformation, post-pandemic work shifts, AI disruption, and increased focus on values and belonging… culture is no longer a ‘soft topic’.
It’s the soil from which everything grows.
And without people on the inside owning the shift, culture initiatives remain words on posters, not behaviors in practice.
THE ROLE OF CULTURE CHAMPIONS IN A TRANSFORMATION
Culture Champions act as the internal bridge between strategy and lived experience.
They are:
Story-carriers of the change narrative
Connectors between departments, leadership and teams
Listeners to unspoken resistance
Energizers in moments when transformation feels heavy
Mirror-holders when old behaviors creep back in
But they can’t do it alone.
And they can’t do it unprepared.
SET THEM UP FOR SUCCESS: THE KEY INGREDIENTS
If you’re a leader or transformation architect planning to activate ‘Change Champions’, here’s what makes the difference:
1. Train Them, Don’t Just Name Them
Culture Champions need more than a badge.
They need tools.
Facilitator Development Programs give them:
• The confidence to lead change conversations
• Tools for navigating resistance and group dynamics
• Deep understanding of the change story and roadmap
• Ability to host engaging, inclusive team sessions
• Practices for self-awareness, energy management, and emotional resilience
When they’re trained, they move from ‘supporters’ to skilled catalysts.
“Culture is not what you announce. It’s what your people can explain, embody, and replicate.”
2. Make the Purpose Clear
Why are they here? What role do they play?
Too often, Culture Champions are vaguely positioned as ‘helpers’. Instead, frame their role as:
• Custodians of the new culture
• Trusted mirrors of what’s happening on the ground
• Translators of the vision into daily behaviors
They are not change cheerleaders.
They are cultural translators.
3. Create a Safe Learning Community
Give them each other.
An active learning network for Culture Champions makes all the difference:
• Monthly connect calls or reflective sessions
• Peer-coaching to share real-time insights and struggles
• Recognition rituals that honor their role
When change agents feel part of something bigger, their energy ripples outward.
4. Include Them in the Design, Not Just the Rollout
Real ownership happens when Culture Champions co-create the journey.
Involve them in shaping communication.
Ask them what people need most on the ground.
Allow space for local adaptation.
They are your antenna. Trust what they hear.
5. Give Them Access, Not Just Tasks
Culture Champions thrive when they have:
Access to senior leadership (even in small moments)
Access to the full change roadmap (transparency builds trust)
Access to resources, stories, and successes
Without these, they’re left operating in a fog, which breeds confusion, not commitment.
AVOID THESE COMMON PITFALLS
Don’t overburden your Culture Champions.
They have day jobs. If this role becomes a second unpaid job, burnout sets in fast.
Don’t treat them as a PR team.
Their role is to embody and shape, not spin.
Don’t make it optional with no structure.
Champions need rhythm, guidance, and recognition.
Don’t choose only the usual suspects.
Real transformation often comes from unexpected corners; look beyond job titles.
THE RIPPLE EFFECT
Well-equipped Culture Champions do more than execute a plan.
They create momentum.
They humanize change.
They shift meetings, conversations, and micro-moments - without always needing top-down intervention.
They are the “pollinators” in your cultural ecosystem.
And as they grow, so does the culture.
FINAL REFLECTION
Culture isn’t built in boardrooms.
It’s built in hallway conversations.
In how feedback is given.
In how conflict is handled.
In how decisions are made when no one is watching.
And the people who shape those everyday moments -the Change Agents- are not secondary players.
They are the soul of the transformation.
So let’s stop seeing them as “volunteers” or “ambassadors,” and start seeing them as what they truly are:
The Architects of your future culture.
©2025 Kinsey Hartwell – www.unscripted-leadership.org
