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Why I’m Now A Certified CTT Consultant

I’m delighted to share news that I’m now a Barrett Values Centre Certified CTT Consultant.  Here’s why I am and what it means for you.

The Sponge is a Certified CTT Consultant

Values, values, values! So many types, levels, and interpretations! I can’t get enough of them!

Recently I was introduction to the impactful work of Richard Barrett via his book The Values-Driven Organisation.

The book and the models it contained were fascinating to explore on my own. They resonated highly with my values centred branding work.  I felt compelled to do the partner training and bring these tools into my agency.

Certified CTT Consultant

That meant several nights engaged in deep discussions over the nuances of the models (with a diverse group of awesome people). And now my mind has opened to the potential they hold.

Not for the tools alone. But for the consciousness expanding conversations stimulated by their reports. The conversations around my personal reports were insightful and illuminated the power in the models.

What are the Barrett Values Centre CTT?

Let’s make this conversational (albeit disjointed). Ponder these questions:

  • Are your personal values aligned with those of the current culture of the organisation you belong to?
  • Are you conscious of what both these sets of values are?
  • Are you and the other people in your company truly engaged in the business?
  • Do you know what these mean for your organisation? Or the potential they hold?

Guided, the conversations that stem from questions such as these can be transformational. Guided is the operative term here and what CTT (Cultural Transformation Tools) can help with.

The tools make identifying values simpler. Both for an individual, current culture, and desired culture. They provide insights into blind spots and potential focus areas for improvement. With an appetite for exploring the potential they can measure and track transformation.


Why a Purposeful Branding Agency Cares So Much About Cultural Transformation

I’m excited by leaders who authentically live the values and culture of their organisation. It gives permission to the people in the organisation to do so too. They become a model to follow and aspire to.

United cultures like these engage their people. When they’re engaged, they bring their creative and discretionary energy to work. And that’s where the magic happens. New ideas and higher productivity. Stats show increases of 300-1200% productivity between engaged and disengaged workers.

[We are all about using business to change the world!]

Culture, Branding and Creating Raving Fans

Branding is storytelling. Every communication or message an organisation makes forms part of that story. That is even more important inside the organisation. The stories shared inside the organisation drive the culture.

The result of a strong culture is Raving Fans inside the organisation. Raving Fans inside, creates them outside, because they live and breathe the culture that creates it, and that is contagious. So if your culture is your brand, getting culture right needs to happen first.

When we work with you to rebrand or refresh your brand, we always start with purpose and values. It is where your authentic brand story lives.

We can help you discover a brand story that’s aspirational and fitting. But when it doesn’t get lived by your company, authentically from the top down, it becomes fluffery. Interpreted as bullshit. Your market picks up on this and the door is open for another who is authentic.

As a Certified CTT Consultant armed with these tools, we can help our clients start the meaningful conversations within their leadership teams that drive the culture.

Individually, they can discover their own unique values, understand them deeper, and own them. They can identify blind spots too, and values to focus on developing.

Organisation wide the analysis sheds light on the values currently in the culture. And those that the team desire to be in the culture. This illuminates the values set that the organisation as a whole can focus on developing.

See how the conversations quickly lead into cultural change work?  

While my team and I focus on values centred branding and storytelling, we now have a network to help facilitate cultural change. That is the Barrett Values Centre community I’m now part of as a partner.

Naturally if you’re resonating with this, there’s a much deeper conversation that I invite you to start with me.

A big warm shout out to Amos, Godwin, Adrian, Rola, Sammy, Marc, Astrid, my fellow Certified CTT Consultant newbies. It was so cool to have a diverse mix of consultants and leaders from around the world to work and learn with.  And to our Yoda, Niran, who expertly guided us through the terrain and shared her vast wisdom with us.


Yours in transformation AND authentic brand storytelling.

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