Most business strategies don’t fail because they’re bad.
They fail because the leadership culture executing them is misaligned, contradictory, or stuck in outdated behavioural patterns.

In this episode, Susanna Rantanen, the creator of the Magnetic Employer Branding Method™ and author of Story-Driven Employer Branding, reveals the hidden link most leaders overlook: your business strategy cannot succeed unless your leadership culture supports it.

Drawing on the Competing Values Framework by Kim S. Cameron and Robert E. Quinn, you’ll learn why different strategies require different leadership behaviours, values, and decision-making patterns.

You’ll discover why teams don’t follow strategies; they follow leaders.

And how misalignment between the two creates organisational chaos, missed goals, and cultural friction.

This episode breaks the revelation into three clear reasons:

1. Strategy sets direction, but leadership sets behaviour

2. People don’t follow strategy; they follow leaders.

3. Misaligned leadership behaviour creates a misaligned organisational culture

If you’re a B2B leader, CEO, founder, HR professional or communications strategist, this episode will change how you think about strategy, leadership, culture, hiring, and performance.

You’ll walk away understanding:

• Why strategy execution fails

• What “matching minds with mission” really means

• How behavioural patterns shape organisational culture

• Why leadership personality affects results

• What culture has to do with customer trust and business growth

• How to architect a culture that makes executing your strategy easier

• Which leadership behaviours support different types of strategy

• and how to start realigning your organisation from the top

When strategy, leadership culture, and organisational behaviour finally align, your business becomes coherent, confident, and capable of extraordinary performance.

This is the system behind organisations that “just work.”
And it’s the strategic foundation of story-driven business

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