The Culture Transformation Achievement Award

A challenger with big ideas, big plans and the latest 3G mobile technology, 3’s arrival in 2003 caused a major step change in the telecommunications industry. Over the past 5 years 3’s products and services combined with a culture founded on passion, courage and taking responsibility, has enabled it to progress a long way to achieving its ‘Aspiration’: To challenge and change forever the way people use their mobiles and the internet, by creating an experience that is simply better than the one they know today.

Key components of 3’s culture strategy are to develop leaders ‘to be the change they want to see in others’ and to emphasise the importance of not only ‘what’ they do but ‘how’ they go about managing their people and the business. To provide the guidance for the ‘how’, 3 developed strong behavioural standards to encourage consistent and constructive behaviours across the business. These standards are known as the 3 Pillars and relate to ‘Doing the right thing’, ‘Seeing the world through our customer’s eyes’ and ‘Being 3’.

3 continues to engage its people on this cultural journey by finding new ways to engage the heads, hearts and hands of people inside and outside the business, that is, logically, emotionally and practically, with a particular emphasis on the heart. Engaging the heart has proved to be the major driver for personal and cultural transformation and as such is the symbol for 3’s culture strategy.

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Culture Survey Results

Organisational Culture Inventory Test (2005)

Organisational Culture Inventory Re-Test (2008)

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