Martinus Rail, a proudly Australian, family-owned business, built its reputation on a human, values-driven culture where people were hired for fit, not just qualifications. But rapid growth, high staff turnover, and the isolating effects of COVID-19 strained internal connection and eroded the culture that once set Martinus apart. As the company scaled, its family-inspired ethos was at risk—leading many high performers, drawn to its original spirit, to leave. The challenge was clear: how to grow without losing what made them great.
We conducted in-depth ethnographic research—using observation, interviews, and document analysis—to understand how Martinus’ culture had shifted with growth. This revealed how rituals, symbols, and relationships had evolved, and helped us map the current state and define a strategy to re-embed the values and vision that made Martinus successful.
Together, we co-designed a Leadership Training Program that helped leaders articulate and live their values, embed them into daily operations through practical tools and rituals, and lead with authenticity, inclusion, and purpose—ultimately driving stronger results.
Our ethnographic study and report highlighted which parts of their culture were working and which weren't, and we designed a roadmap to enable them to renew the cultural aspects that have been so successful while also setting them up to scale with success.
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