Embracing culture over strategy: Zed Multimedia shows the way
By Prof. Samuel Lartey
Introduction
IN today’s volatile economic climate, where Ghana’s inflation rate has reached 40.1% and businesses grapple with rising costs, the importance of a strong organisational culture cannot be overstated.
Recognising this need, Zed Multimedia recently hosted a transformative event titled ‘Organisational Culture: Leading with the Culture of Positivity and Collaboration.’
Led by Prof. Samuel Lartey, Vice-President of Regent University College of Science and Technology, this event sought to instill a mindset of resilience, purpose, and collaboration among employees.
Prof. Lartey’s inspiring narratives, analogies, and insights not only engaged staff but also offered a blueprint for cultivating a thriving culture at Zed Multimedia.
Ghana Corporate Culture
Ghana’s corporate culture is characterized by a strong emphasis on respect, collaboration, and community values, where businesses prioritize relationship-building, trust, and inclusivity while embracing both traditional values and modern innovation to drive sustainable growth.
Zed Multimedia recognizes and values the exemplary cultures and leadership practices of prominent organizations such as Access Bank, Stanbic Bank, ABSA Bank, ECOBANK, Telecel and MTN Ghana.
These institutions have demonstrated a commitment to innovation, customer-centric services, and community engagement, serving as benchmarks for excellence.
For instance, Access Bank has been acknowledged for its strong financial performance and innovative digital solutions, earning the title of ‘Best Bank’ in Ghana for 2024.
Stanbic Bank, in collaboration with GIZ, has supported fintech startups through initiatives like the NextGen Fintech Accelerator, fostering innovation and entrepreneurship.
These examples highlight a dedication to growth, technological advancement, and societal impact.
Zed Multimedia recognizes and values the exemplary cultures and leadership practices of prominent organizations such as Absa Bank, Ecobank, and MTN Ghana. These institutions have demonstrated a commitment to innovation, customer-centric services, and community engagement, serving as benchmarks for excellence.
For instance, Absa Bank Ghana emphasizes a purpose-led, values-driven culture, aiming to empower Africa’s future through shared stories and experiences.
Ecobank Ghana focuses on a culture of trust and strong ethics, encapsulated in their core values of Respect, Accountability, Customer Centricity, Excellence, Integrity, and Teamwork.
MTN Ghana fosters a culture of innovation and customer satisfaction, continually enhancing its services to meet evolving customer needs.
Under the leadership of CEO Patricia Obo-Nai, Telecel Ghana has embarked on significant network expansion initiatives. In February 2024, the company announced the addition of 300 new 4G sites, enhancing connectivity and service quality across the country.
By observing and learning from these organizations, Zed Multimedia aims to integrate similar values and strategies into its own operations.
This includes adopting innovative approaches, enhancing customer engagement, and contributing positively to the community.
Through such shadow and virtual mentoring, Zed Multimedia aspires to cultivate a culture of excellence and leadership that mirrors the successes of these esteemed institutions.
By observing and learning from these organizations, Zed Multimedia aims to integrate similar values and strategies into its own operations. This includes adopting innovative approaches, enhancing customer engagement, and contributing positively to the community.
Through such shadow and virtual mentoring, Zed Multimedia aspires to cultivate a culture of excellence and leadership that mirrors the successes of these esteemed institutions.
Zed Multimedia’s Culture
The Author in his presentation to the Zed team on Embracing Culture Over Strategy discussed that while strategy is vital, it is culture that fundamentally drives the success and sustainability of an organization.
Prof. Lartey believes that a company’s culture, the collective values, behaviours, and beliefs of its people is more powerful and enduring than any strategy because it shapes how individuals interact, innovate, and commit to their roles.
Leaders who prioritize building a strong, supportive culture create an environment where talent can flourish naturally. By fostering trust, inclusivity, and shared purpose, they enable employees to align personal growth with the organization’s goals.
Prof. Lartey emphasized that when leaders invest in a culture that celebrates learning and resilience, they unlock the true potential of their teams, cultivating capabilities that adapt, thrive, and drive the business forward, often in ways no strategy could predict or dictate.
Zed Multimedia promotes a culture rooted in professionalism, integrity, and a dedication to delivering value. They emphasize diversity and inclusivity, ensuring that all voices contribute to their creative processes.
Innovation and passion drive their work, as they continually seek new ways to engage audiences and push creative boundaries. Customer orientation is central to their approach, reflecting a deep respect for clients and a commitment to delivering exceptional service.
Additionally, Zed Multimedia fosters a respectful and collaborative team environment, where each member’s contributions are valued and celebrated. Their culture is also grounded in a commitment to service, reflecting core values that extend beyond business into purposeful engagement with the community.
A Mother’s Touch in the Workplace
Prof. Lartey urged employees to “Give life like a mother in the organisation,” comparing the role of a leader to that of a mother who nurtures and supports the growth of her children.
Leaders, he explained, should create an environment that priorities the well-being and morale of the team, fostering a culture that sustains growth, inclusivity, and collaboration.
This ‘motherly’ role is crucial for building an organisation where employees feel valued and motivated, empowering them to achieve their full potential.
Resilience in Turbulent Times: Finding the True Leaders
“When the sea is calm, everyone is a great swimmer; it is only when the sea is turbulent that we find the great swimmers,” Prof. Lartey remarked, illustrating the importance of resilience.
In the face of Ghana’s economic challenges, Zed Multimedia, like many organisations, requires leaders who can not only withstand pressure but also guide their teams through difficult times.
Prof. Lartey emphasized that a resilient culture enables organisations to continue progressing even when external conditions become challenging, fostering a collective strength that allows teams to overcome adversity.
Bearing Organisation Fruit: The Lesson of the Fig Tree
Drawing from the story of Christ cursing the fig tree for not bearing fruit, Prof. Lartey highlighted the significance of purposeful productivity. Just as the fig tree was expected to bear fruit, he explained, every member of Zed Multimedia is expected to contribute meaningfully to the organisation’s success.
In a fast-paced economy, where Zed Multimedia operates in a sector contributing over GH₵ 1.2 trillion ($100 billion) through mobile transactions in 2021, employees must adopt a mindset of intentionality and focus.
Prof. Lartey encouraged each staff member to strive for productivity, aligning their actions with the company’s objectives to avoid “withering” from lack of purpose.
Culture: The Art of Accomplishing the Impossible
“Culture is the art of accomplishing more than the science of management says is possible,” Prof. Lartey declared, underscoring the unique power of a strong culture.
While management relies on policies and protocols, culture brings a collaborative energy that often surpasses what traditional management practices can achieve.
In Ghana’s evolving business environment, particularly within sectors like tech and multimedia, Zed Multimedia’s commitment to a collaborative culture stands as an example of how organisations can thrive when they prioritise the “art” of culture over rigid systems of management.
When the Heart and Head Rules: Leaders and Managers in Balance
Prof. Lartey drew an impactful comparison between leaders and managers, stating, “Leaders are comparable to motherhood and the use of the heart, whereas managers are comparable to the “police”, checking that all the details are correct and adhered to.”
While leaders cultivate an inspiring environment, managers ensure that the organisation adheres to standards and guidelines. Both roles are critical in building and sustaining a positive organisational culture.
In Ghana’s dynamic business ecosystem, where companies must be both flexible and accountable, this balance between the heart-led approach of leadership and the structured guidance of management is essential for long-term success.
Measuring the Impact of Organisational Culture
The statistics are clear: a strong culture can be a buffer against economic challenges. Studies show that highly engaged teams are 21% more profitable, underscoring the financial benefits of fostering a positive work environment.
Zed Multimedia’s investment in staff development and engagement reflects an understanding of this link between culture and productivity. As the company navigates the impact of inflation and cost increases, its commitment to building a resilient, engaged workforce positions it to weather these financial pressures more effectively.
Conclusion
The staff development event at Zed Multimedia was not merely an opportunity for reflection but a powerful catalyst for change.
Prof. Lartey’s insights on motherhood, resilience, purpose, and the balance between leadership and management offered staff a renewed sense of purpose and accountability.
As Zed Multimedia continues to navigate Ghana’s evolving economic landscape, its focus on culture over strategy is setting a precedent for how organisations can not only survive but thrive.
Embracing a culture that combines the nurturing aspects of leadership with the structure of management allows Zed Multimedia to foster an environment where every team member feels valued and motivated. With this foundation, the company is well-equipped to meet both current and future challenges, proving that when culture becomes the cornerstone, organisations are capable of achieving the extraordinary.
Prof. Samuel Lartey
sammylaatey@yahoo.com
