IBM
1 Purpose, 3 Values,
9 Practices

In March 2013, more than 250,000 IBMers collaborated over 3 days to identify nine “practices.” These practices define what their values look like in action when IBMers are at their best, working to be essential to their clients and the world.

The results led to an exciting new internal program—created by IBMers for IBMers—celebrating their values and exploring how they put their practices into action in service of their clients. My role was to help bring these ideas to life as core elements of the IBM culture. I collaborated with IBM and led my team to create the “IBMer” app, digital and analog engagement tools and rituals, and limited edition posters and merchandise—leveraging an internal culture of storytelling to help bring out the best in IBMers and infuse the practices into all aspects of IBM life.