With the effects of digital disruption sweeping across industries, many organizations are overhauling their strategies. Yet many have encountered a major stumbling block: their internal culture. In the past, rigid, command-and-control, top-down approaches were effective for managing employees. Today’s environment demands greater collaboration and innovation, and workers seek a flexible and purpose-driven work environment that shows up consistently across their employee experience. Such cultural transformations have hardly been smooth. Why is culture change so hard to achieve? Our research has identified the key challenges that executives must address to succeed in any cultural transformation.