Learn how changing the company culture can make you world business Leader.

Can you believe that a just another motor manufacturing plant shakes up the Status Quo by just enlighten company culture?

A story of JV between Cummins and JI case in 1980 who with nothing different in terms of machinery or assembly lines made it possible to incorporate new social systems, new capabilities for critical thinking and engagement and new energy for the institution. This all accomplished by the skillfull practice of work design- the intangible measure that relates to morale, learning, and personal growth.

When this JV formed to build small engines for an array of consumer and industrial applications, the team quickly realized they not only needed state-of-art manufacturing business but to create they would also need state-of-art operation concerning how it worked with people. To achieve this kind of state of the art operation plan has relied on a “Socio-technical” approach work, they called it “team-based system.”

Let’s have a closer look into what organization practices they followed to achieve this kind of disruptive company culture that edged them to be the best company culture example.

1. Customer-centric solutions

We always find it tough to keep up the customer tantrums but this JV back 1980 solved this issue and raised themselves to the world’s leading manufacturer of the small engines in merely one and a half years. So what consolidated diesel did, they connected every employer as possible to the customer, this miracly helped them to understand customer pain points and could solve those specific problems on their own. They could fulfill customer needs and engage customers like never before any company had done.

2. Completely Self Managing organizational culture.

  1. They granted an extraordinary level of responsibility to the people, which helped them to achieve an exceptional level of performance. Every member of the organization became an active co-creator of every aspect of Management, from strategy to hiring to pay system To customer service. For example, they hire employee and when necessary, fire them.
  2. Since they connected every employee to every customer possible, they also involved every employee in designing solutions for the problem in the plant. This seamless connection between customer, employee, and the plant enhanced customer experience. 
  3. Teams at consolidated diesel have the responsibility that matters, and they never had a good reason to have supervisors; instead, they had on-site experts with deep experience in manufacturing provided the operator teams with the information and education they needed to act in ways that would evolve the capacity of their customers. This way they could write a great customer success story.

3. Truly Transparent corporate culture

Consolidated Diesel placed a strong emphasis on transparency; this transparent culture was visible in every part of the company. For example, when it comes to bonuses, and everyone gets, or no one does. This was also evident in the plant schedule, which switches the entire team from a day shift to a night shift every two weeks. The culture was so much carried that design of the facility which use a glass wall to define private work or meeting areas. It successfully broke down deeply engrained patterns of discrimination and rooted out unconscious bias that went into decision making.

They maintained transparency in Information sharing also. Thus they shared all; The Good the Bad and the Ugly information. Since they believed, information is the lifeblood of any team-based system.

This transparent culture helped consolidated diesel to band together with a strong team and increased employee loyalty.

4. Non-hierarchical company culture

The non-hierarchical structure was backed up with an influential company culture. Every employee was expected to develop a profound understanding of what would strategically increase customers’ success.

This structure made it possible to uses extensive cross-training. One day team members might be doing the quality inspection the next day, and the same person might be working machine. And helped employees to understand the complexity of every work, And does it improved cooperation in the team. 

This also encouraged to take on critical responsibilities and challenges beyond their current capability and then grow into them

These Disruptive practices created a cohesive spirit, as everyone pulled together to achieve something that would genuinely benefit the user of their product. Consolidated Diesel distinguishes itself as the world’s leading manufacturer of small engines that too within a year and half of its launch. Only 1700 employees turn out 650 engines per day in four different models, each of which can be configured an any of more than 3500 different ways. But it was not merely because of the product but because of the customer experience, the customer engagement, the customer-centric solution that made this disruption possible.

When we think of today’s Virtual era where we can speed up our work of Management, communication between employees and customers ie employee and customer engagement, and buff up employee to employee engagement through digital transformation then we should not sit back, rather we should implement all above practices efficiently and effectively than back in the 1980s. Industry leaders are following tools to build disruptive work culture. Try them out and you will know why.

  1. FreshTeams of Freshworks
  2. Hubstaff : Manage people, increase employee engagement.
  3. AndCo. -Hire people, track work.

Since we are more capable of creating disruption, creating value for the customer, and delivering depth in customer experience. We should pro-actively act on it. Like Amazon, Apple, Google, Toyota and Mahindra and Mahindra are the few companies with great organizational culture and corporate culture.

This process is long, but not impossible. Get Started folks !!

Need more tools to improve through-out, check out much needed tool list to grow.


    1. Carol Sanford.;The Regenerative Business: Redesign Work, Cultivate Human Potential, Achieve Extraordinary Outcomes.NB Publishing,Boston. ISBN:9781473669109
  1. Curtis Sittenfeld.; Powered by the People.( Fast company


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