The Secret of Culture Change

The Secret of Culture Change (2023) explores how compelling stories can transform organizations’ cultures and boost competitive performance. Packed with actionable case studies and examples, it shows you how to harness the power of storytelling to lead with greater authenticity and dynamism.

• Business leaders seeking to transform company culture
• Managers interested in honing new tools
• Entrepreneurs aiming for alignment between culture and strategy

Manoel Amorim has served as CEO for four publicly traded companies, guiding significant cultural changes within organizations like the Brazilian telecommunications giant Telesp. His leadership experience extends internationally, having served as a Board Director in six different countries.

Jay B. Barney is a distinguished scholar in strategic management, ranking as one of the most cited experts in his field. He has written over 125 articles and published seven books. He is a full-time professor at the Eccles School of Management at the University of Utah.

Carlos Julio has authored nine books, with total sales exceeding 300,000 copies since 2001. He is a visiting professor at four notable MBA schools in Brazil and the host of a daily business radio program and a weekly business television program.