Strategy, Culture and identity

A new strategic direction often requires a change of mindset and behaviors. That’s why it is crucial to link strategy with the desired behavior in the design phase and then implement it holistically&samhoud is an expert in creating a holistic approach to organizational change, that combines behavioural change with business strategy. 

Many organizational changes do not last. Why? We often see that the approach is too one-sided. Months are spent designing a new strategy, business model or process. However, significantly less attention is given to forming the new behaviours and culture that is essential to creating and sustaining organizational changes.

This is because change strategies aimed at increasing agility, customer-centricity, cost-savings, innovation, renewal, growth or digitization, is inextricably linked to people’s behaviour.

In order to realize breakthroughs in strategy, culture and identity, it is important to have a holistic view of an organization, in order to use the right interventions at the right times.

Change communication

In times of change, communication is essential for the change to succeed. Change is accompanied by emotion and this can be received with the right message, the right tone, the right image and sound. And that starts with listening. Because in the event of a change, it is especially important to stay close to employees and managers. 

One of the most important characteristics of change communication is the sonar function: how does a message resonate and what is the effect? For us, sending is not central, but it is all about active dialogue. Change communication thus also stimulates the required behavioral change. 

 The result: 

  • Appealing change language and communication style, packaged in text, images and sound 
  • Positive energy and commitment to employees 
  • The why, what and how of the transformation is clear to employees 
  • Bottom-up input from employees that is relevant to the management of the transformation

Cost savings and the behavioral side of cost savings

Why are cost based programs often a recurring phenomenon in organizations? This is because common forms of cost-cutting are good, but they often take insufficient account of established habits and beliefs. They are stronger than the program and ensure that the rolled-out wallpaper rolls back up again and again.

The “behavioral approach” to cost savings aims to create a lasting effect.
Based on thorough data analysis and interviews, we uncover behavioral patterns that ensure that costs continue to rise. We then work with the organization to develop an approach to shift these behavioral patterns.


More radical, unexpected choices and directions for improvement that increase value for the customer and reduce costs in a sustainable way.

Develop joint identity and purpose

Defining and making the purpose of the organization explicit and concrete.

& samhoud has decades of experience developing identity and purpose and bringing it to life in the organization. We combine creative interventions, in-depth dialogues and energetic (virtual) meetings with a data-driven process. As a result, we make this process scalable and we ensure high involvement. We always set up a unique and energetic process with each customer, in line with their own culture and working method. Purpose without action is worth nothing, which is why we make sure that it really comes to life with inspiring communication and by translating it into strategic choices.


A clear and inspiring story about what the organization stands for and what their goal is, translated into desirable means of communication. 

HR as a strategic partner in transformation

A new strategy or an organizational change requires new behavior. We help to guide this through an integrated policy strategy. HR plays an important role in this process. We help HR departments to take on a strategic role in change. For example, by translating the poll strategy together with the business into clear priorities for HR with a logical sequence. We also guide the HR team in effective collaboration or gain clarity in roles and responsibilities. Or by accelerating and deepening substantive themes, such as strategic workforce planning, talent management, sustainable employability, employer branding or binding and engaging employees. 

Strategy development and execution

We offer an energetic process that makes the strategic direction clear and understandable for everyone. We ensure that implicit choices are made explicit. Or we set up performance management or portfolio management, so that mutual cohesion and personal contribution become transparent. Whatever way we help, behavior plays a central role. The process of strategy development and execution itself is already a behavioral intervention, in which we ensure greater ownership, for example. And we will find out in concrete terms what behavior is needed to be successful in the future and how we develop this. 


  • A clear course from different perspectives (customer, financial, behavior & leadership, data & IT) 
  • Integral overview of all strategic objectives, initiatives and projects 
  • Clear management of the strategy by means of dialogues about results and progress

The behavioral side of Post Merger Integration

The company regularly remains undesirably divided into “ex-A and ex-B”. This is at the expense of efficiency, productivity and quality of service. A deeper understanding of the cultures and underlying behavior of both organizations is essential: what is the background, what is the risk of undesirable behavior and how do we formulate the desired behavior? We not only look at visible behavior, but also at why certain behavior takes place, for example the influence of different goals or different social norms. In addition, attention to making strategic choices more explicit is important for clarity at the top and clear communication. Finally, ensure that managers are prepared to take up their role in integration. 

The result:   

An effective approach to allow both organizations to work together effectively and to achieve synergy benefits.

Top team(s) in transformation

The behavior of the top is crucial to the success of the organizational change. That is why we pay a lot of attention to guiding effective topteams in transformations. The effect of your own management, the desired exemplary behavior, the mutual team dynamics, making strategic choices, the connection with the organization and the desired team composition are themes that can all be addressed. We make impact through a combination of interventions: insight into each other’s own motives, in-depth discussions about (dis) functional behavioral patterns, individual coaching or experiencing each other’s leadership styles by conducting an orchestra together, for example. Always in function of the desired organizational changes based on a strong link between content and behavior.

Transformation of culture

Culture is about visible behavior between people, but also about underlying beliefs and values. We map out the current and desired culture through a thorough analysis of data and dialogue. To change the culture, we use interventions that are specifically aimed at behavioral change, such as nudging and gamification. And we look at how we can change the organizational system in such a way that it stimulates the desired culture. Think of the strategy and objectives, the way in which it is managed, the organizational structure, social norms, the influence of the top of the organization or the assessment system. This combination of all these elements ensures a sustainable result. 


  • Insight into the current and desired culture 
  • A long-term approach to change culture sustainably 

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Please contact one of our experts:

For Europe / Global:

Wouter van Daalen
LinkedIn +31 (0) 30 234 86 04

For Asia/Middle East:

Wouter van der Weijden
LinkedIn +60 1 72962100