Transforming a fractured organization into a unified team
In 2012, a renowned digital agency faced a cultural and operational crisis that nearly tore it apart. A year after merging two studios into one company, the decision to run them as separate entities created silos, deepened divisions, and eroded the once-thriving culture. Grumblings turned into tension, collaboration became clunky, and morale hit a low point.
But through collaboration, experimentation, and bold decisions, the leadership team devised and implemented a strategy that not only saved the company but also strengthened it. This pivotal moment would later inspire the founding of Same Team Partners.
The challenge: cultural fractures and operational misalignment
The issues were complex, touching every aspect of how the company operated:
- Cultural silos: Teams in two distinct locations identified more with their studio locations than with the company as a whole. This “us vs. them” dynamic was stressful and unproductive.
- Project management misalignment: Each studio followed its own PM practices, creating inefficiencies and frustration.
- Communication breakdowns: Time zones, differing processes, and outdated tools (hello, Skype) made collaboration between the studios clunky and challenging.
- Staffing disconnects: Employees wanted to work together across locations and disciplines, but logistical and financial constraints made this difficult to achieve.
The leadership team recognized that solving these issues required a radical shift in how the company operated.
The solution: virtualizing the company and aligning teams
The turning point came during a conversation between two leaders over drinks, where they began to rethink how the organization could function as a unified company.
Their strategy centered on breaking down silos and fostering collaboration:
- Virtualizing teams: They proposed eliminating the reliance on physical proximity for team formation, instead creating cross-location teams based on skills and experience. This allowed the best people for the job to work together, regardless of geography.
- Aligning project management: Leadership worked closely with teams in both locations to align PM practices, streamlining workflows and reducing frustration.
- Streamlining communication: They addressed time zone challenges, revamped collaboration practices, and adopted better tools to improve how teams communicated and worked together.
- Empowering teams: Teams were encouraged to create their own identities, choosing names, designing logos, and even making t-shirts. This fostered a sense of ownership and camaraderie.
With buy-in from leadership, the plan was rolled out, and the changes were immediate.
The results: a revitalized culture and stronger collaboration
The transformation was profound:
- Unified culture: Silos dissolved as employees embraced their new cross-location teams, bonding over shared goals and newfound camaraderie.
- Improved morale: Within a week, stress levels dropped, and the vibrant, supportive culture that had defined the company was restored.
- Enhanced collaboration: Clearer processes, aligned practices, and better communication tools made working together smoother and more productive.
- Scalable operations: The virtual team structure enabled the company to staff projects efficiently without geographic constraints, improving both flexibility and cost management.
This success didn’t just save the organization—it inspired the principles that would become the foundation of Same Team Partners.
Let’s help your team thrive
Cultural and operational challenges don’t have to tear your organization apart. With the right strategies and support, you can create a unified, thriving team that delivers its best work.
- Teamangle Diagnostic: To uncover cultural silos and misalignment across teams.
- Power Plays and Workshops: To align cross-location teams and redefine operational structures.
- Conversation Cards: To facilitate trust-building discussions during reorganization.
