DAVID JONES – From Caterpillar to Butterfly
David Jones navigated a period of significant transformation. Leadership became the key driver of success, guiding teams through uncertainty, change, and growth — much like a caterpillar entering the chrysalis stage, a challenging but essential phase for transformation.
The Challenge
David Jones faced:
- High performance expectations across the business.
- A fast-changing retail environment, including technology and operational shifts.
- Leaders under pressure, balancing transformation demands with day-to-day responsibilities.
Leaders often felt “in the chrysalis” — uncomfortable, stretched, and needing to let go of old habits to develop new capabilities.
The Approach
Through Vision 2025, 4,000 team members helped define cultural foundations and values. Partnering with Human Synergistics, David Jones implemented the Life Styles Inventory™ (LSI), forming the basis of Leading to Thrive, a three-module leadership program:
- Leading to Thrive: Self-awareness and personal impact.
- Leading to Achieve: Constructive leadership habits.
- Leading to Empower: Leading self and others through change.
Practical workshops, on-the-job learning, one-to-one coaching, and the DJ Elevate Learning Academy helped leaders emerge from the chrysalis equipped with new perspectives, skills, and confidence.
Key Tools
- S + T = R: Pause and respond constructively.
- Delegation Decision Tree: Empower teams and clarify accountability.
- SCARF Model: Lead teams through change with awareness of human reactions.
Outcomes
From 2022–2025:
- Constructive leadership styles held steady, with Humanistic-Encouraging dominant.
- Leaders reported increased honesty, collaboration, and confidence navigating uncertainty.
- Coaching and LSI retests supported behavioural changes and practical skill development.
“The honest conversations in Module 3 were confronting, but powerful. We realised we’re all in this together — that’s real leadership.”
Impact and Next Steps
David Jones remains in the chrysalis stage for some leaders, focusing on enterprise-wide adaptive leadership to deliver its 2030 strategy. Foundations are strong, and the organisation continues to prepare for its “butterfly moment.”
About David Jones
Australia’s oldest department store, delivering premium retail experiences while evolving for the future.
Both Shannon Psaila Head of People Experience & Transformation & Julie Hannah People Experience Lead – Capability presented at our 27th Annual Culture & Leadership Conference – see them in action below.
Download PDF Presentation here