CEOs Who Care vs. CEOs Who Perform—Your Shot of Fearless Culture #415
Where change agents find their weekly dose of culture insights and exercises, one topic at a time.
I turn away CEOs often.
Not because I don’t want the work. But because not every leader truly cares about culture. Many just want to look good.
Working with leaders who only want a show is a waste of time. So before I take on a client, I run a simple test.
Here’s what I look for.
If a CEO says culture matters but has no time for it, avoids hard conversations, or won’t take push back — I pass.
Not because they’re not smart. But because they’re not ready.
There’s a big difference between leaders who truly care about culture and those who want a performative culture.
The ones who care actively participate and engage. They ask “Is this really who we are and how we behave?” They challenge others and are open to being challenged, even if they feel uncomfortable.
The performative ones? They nod a lot. They love values posters and culture decks. They want a big, exciting launch. Then they disappear when things get hard.
Culture doesn’t fail at the launch. It fails when leaders fail to do the hard work.
Companies that get culture right don’t have better launch plans. They had better conversations from the start.
Enjoy my latest article → The Real Reason Culture Implementation Fails (And It's Not Communication)
Practical insights and tools to replace blame with ownership.
Stay fearless, my friend.
Gustavo
In Case You Missed It
→ How to Create a Culture Where Change Spreads Like Wildfire
Ask Your Team This
When did you last see someone get rewarded for a behavior that contradicts our values?
⚠️ Try This
Is Your Culture Authentic or Performative?
Answer YES or NO to each question.
Does your CEO make real time for culture work, not just attend a few meetings?
Do leaders actively work on culture instead of delegating it mostly to HR?
Do leaders have hard conversations that challenge their behaviors instead of avoiding them?
When top performers break company values, are they held accountable like everyone else?
Did regular employees (not just leaders) help create your culture?
Did you take time to understand your current/real culture before trying to improve it?
Do you spend more time living your culture than just talking about it?
Score: 3 or more Nos means you have a performative culture
🍦 Feed Your Curiosity
Why performative cultures break—and real ones last
Garbage language: why do corporations speak the way they do
Stop using these annoying business clichés
✏️ This is Your Last Chance (Really)
This is your last chance to join my Culture Design programs in 2026.
Starting in April, I’ll be shifting my primary focus to Forward Talk — the framework behind my new book.
Culture Design still remains core to everything I do. But I won’t be adding additional cohorts this year.
If you’ve been considering joining, this is the moment.
Book your spot:
👉 Culture Design Certification
👉 Build a Fearless Culture Program
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Gustavo Razzetti
CEO, Fearless Culture
Tired of stuck conversations? Pre-order my new book Forward Talk