Throughout my career, I’ve observed a recurring theme: change initiatives that falter not because the ideas were flawed, but because of a critical misalignment between what leaders say and what they do. This discrepancy often turns well-intentioned strategies into symbolic gestures—actions that look good on paper but fail to resonate where it truly matters: with people.
This phenomenon is known as symbolic management. Leaders implement policies or strategies to signal commitment to stakeholders without substantive follow-through. It’s akin to meeting an unauthentic person—words are spoken, but the unspoken cues betray a lack of sincerity. For example, launching a diversity initiative while continuing to promote exclusionary practices sends conflicting messages. The result? Distrust, disengagement, and ultimately, failure.
In contrast, management by symbols is a powerful, authentic approach. It’s about aligning words, actions, and behaviours to create meaning and inspire transformation. Symbols, when used thoughtfully, become tools to guide culture and values. This alignment fosters trust, clarity, and momentum, allowing change initiatives to thrive.
As Peter Drucker famously said, “Management is doing things right; leadership is doing the right things.” In management by symbols, leaders ensure that their actions speak louder than words. Employees don’t just hear the message—they see and feel it.
A Case for Alignment
From my own experience, the most impactful transformations occur when leaders fully align their verbal commitments with tangible actions. For one client, this began with declaring a commitment to a clear managerial vision, core values, and the corresponding behaviours. The real test came during a moment of crisis and intense pressure at a manufacturing client. The leadership team had to consistently and methodically lead and shape a new culture amidst a chaotic production environment with a high risk of injury.
We identified a few strong symbols to model transparency and rebuild trust between management and the shop floor. Implementation included on-the-job coaching sessions for the management team, with immediate feedback. The results were extraordinary: despite the ongoing crisis, worker trust was restored, cooperation increased, and rates of accidents and illnesses decreased. Over nine months, the crisis subsided, and the unit met its performance goals.
This transformation was achieved solely by a management team willing to shift perspectives, challenge themselves, and practice relentlessly until their vision and values became everyday habits.
Why Does It Matter?
Change is hard. It requires people to trust their leaders and believe in the vision. Misaligned actions undermine this trust. Research supports this: when employees perceive inconsistency in leadership, organizational commitment decreases, and resistance to change increases (Kotter, Leading Change).
But when leaders model the change they want to see, they create a ripple effect. This is where management by symbols shines. For example:
- Rituals: Celebrating small wins to symbolize progress (and no, this is not just about pizza).
- Artifacts: A CEO swapping their corner office for a desk on the floor to symbolize accessibility.
- Language: Storytelling that anchors the vision in shared values.
However, these symbolic gestures require dedication and intentionality. Without true commitment, they risk being perceived as gimmicks, fostering cynicism and resentment. Symbols cannot be managed flippantly—they require deep managerial authenticity.
Preliminary work with the leadership team is crucial before taking any action. Management by symbols must be the visible outcome of genuine leadership transformation—a culmination of the work that happens below the surface, like the hidden part of an iceberg. Only then can it be rolled out effectively across the organization.
A Final Thought
Authenticity is the foundation of sustainable change. Leaders must walk their talk, aligning words, behaviours, and deeds. It’s not easy—but the most remarkable transformations happen when leaders commit to this alignment. As Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
By choosing management by symbols over symbolic management, leaders can inspire trust, galvanize teams, and achieve lasting impact—not just on projects, but on the culture and people who drive them.
I’ve had the privilege of guiding leaders and organizations through this journey, helping them align their vision, values, and actions to create extraordinary results.
What has your experience been? Have you seen symbolic management at play? Or have you witnessed the power of management by symbols?
Through Yinsight, I support companies, their managers and teams in their development with a view to achieving tangible performance that respects people. Creating strategy, working on collective values, aligning teams, managing complexity and interpersonal dynamics, and providing individual and collective support for transformation are at the heart of my work.