Kotter: What I found at least a decade ago is you don't start by saying, we're going to change the corporate culture. That's the end result. It's a very good end result, but it's not where you start, and it's the wrong goal.
Tradition is a very powerful force. You see cases [in which] people work their butts off for a few years, and they do find new ways of doing innovation and marketing, and it works, and then they take their eye off the ball to do something else, and it all starts to creep back toward tradition. It's all about making it stick, and that inevitably changes the culture.
Read the rest of the Business Week interview with John P. Kotter and Nancy Dearman here.