Before reading my story, please read the HBR case entitled "Can You Fix a Toxic Culture Without Firing People?" Then review the ReSound business plan slides. The HBR article will provide a context as well as an outcome for the story. From my story, reflect on the issues of how management can better engage employees to build buy-in for a major cultural change effort. Pay attention to underlying issues of how work gets done as a contributing factor for getting the culture thing right. Finally, think about how senior management, if more aware and involved, less of an arms-length type management style, could create more agile, engaged and performance-oriented workplace. My story. It all started with an early assessment of a problem ... why was this innovative company (ReSound Hearing Healthcare) struggling to make a profit when it had captured a significant share of the market? Market share that was head and shoulders ahead of the competition. The "pain point" was brought to light through a series of conversations between the CEO and his staff that lead to bring in a change management consultant ... me, your instructor. When I first joined the company as an OD consultant (later converting