How can you shift culture with a small targeted test?

Hello hello,

I attended a webinar this week which introduced the 4T model designed by Harvard professors James Elder, Siri Chilazi and Edward Chang. To be honest, I'm not exactly sure how the webinar came on my radar and had no idea what it would be about, but I happened to be procrastinating at the time the reminder to join came in, so I jumped in with very low expectations.

And my, was I happy I did. It's not often models come on my path where I instantly recognize their value and applicability. Here's why: The 4T model invites culture change through a four-step approach: target a specific behaviour, develop a theory of change, design a timely intervention, and test the effectiveness of the intervention.

The part that hooked me? It's the antidote to something I see constantly in remote organisations: the cycle of inspiring all-hands meetings, well-intentioned culture campaigns, and expensive training programs that somehow never translate into actual behaviour change.

Research shows that U.S. corporations spend $164.2 billion annually on training with minimal conversion to actual behaviour change. That's a staggering waste of resources and good intentions.

The 4T model offers something refreshingly different: targeted, evidence-based interventions that you can actually test and measure.

As I was listening to the webinar, I kept thinking about the remote teams I work with and the pain points that keep coming up in conversations. So I started playing with this question: What would it look like to apply the 4T model to the everyday struggles of remote work?

Let me walk you through two examples:

Why This Approach Feels Different

What struck me most about the 4T model is how it cuts through the noise of "culture work" that often feels vague and unmeasurable.

Instead of launching another company-wide initiative with inspiring language and hopeful expectations, you're:

• Getting specific about the one behavior you want to change

• Understanding why people aren't already doing it

• Intervening precisely when people have the opportunity to act

• Actually testing whether it works

And here's what I keep coming back to: You don't need to change everything at once. In fact, trying to change everything at once is often why culture initiatives fail.

For remote organizations specifically, this approach has some real advantages:

• You can use digital tools to deliver interventions at scale (calendar reminders, Slack messages, meeting prompts)

• You can measure behavior more easily through collaboration platforms

• You can run rigorous tests without the logistics of gathering people in person

If you could change one behavior in your remote team, just one, what would it be?

And more importantly: What's stopping you from testing something small this week?

I'd genuinely love to hear what pain points you're navigating and where you think a targeted intervention could make a difference. Hit reply and let me know what you're thinking.

Curiously connecting,

Always,
Perle

P.S. On Monday 16th of February, Julia Slay, of Facilitation 101, and I are hosting our third edition of the virtual facilitation skills for large groups online. Come join us.