Selected work
Team & Culture
2016
Situation
Market liberalization brought low-cost competitors into Morocco’s fuel sector overnight. Vivo Energy had a premium price to defend and a 400-person workforce that had never operated in a contested market.
The Real Problem
The threat was external. The real battle was internal. The workforce was technically competent but behaviorally unprepared for confrontation. Standard training would produce compliance. The mandate required transformation.
The Move
Designed a full-immersion cultural reset using elite rugby as the structural framework. Not as metaphor, but as methodology. Replaced the seminar room with a physical arena. Embedded new behaviors through repeated action, visual conditioning, and deliberate language shifts that rewired how staff framed their role under pressure.
What Changed
230% of global revenue growth targets delivered in year one. Premium market share defended. The workforce didn’t just perform better. They operated with a different identity.
Situation
Market liberalization brought low-cost competitors into Morocco’s fuel sector overnight. Vivo Energy had a premium price to defend and a 400-person workforce that had never operated in a contested market.
The Real Problem
The threat was external. The real battle was internal. The workforce was technically competent but behaviorally unprepared for confrontation. Standard training would produce compliance. The mandate required transformation.
The Move
Designed a full-immersion cultural reset using elite rugby as the structural framework. Not as metaphor, but as methodology. Replaced the seminar room with a physical arena. Embedded new behaviors through repeated action, visual conditioning, and deliberate language shifts that rewired how staff framed their role under pressure.
What Changed
230% of global revenue growth targets delivered in year one. Premium market share defended. The workforce didn’t just perform better. They operated with a different identity.
