Turning Strategy into Shared Experience: The Power of Cascading

Picture a company unveiling a bold new strategic plan with fanfare, only to find months later that most employees remain in the dark about what it means for their daily work. Unfortunately, this scenario is common – research shows that 72% of employees don’t fully understand their company’s strategy. This “alignment gap” between leadership’s vision and the broader workforce can stall even the most brilliant strategies. In fact, change initiatives often falter. Afamous Harvard Business Review study found roughly 70% of them fail to achieve their goals, frequently due to cultural resistance or poor communication. Clearly, ensuring everyone is on the same page is not just a nicety but a business imperative.

Cascading programs directly tackle this alignment gap. They are structured initiatives to translate high-level strategy into clear, meaningful messages and actions at every organizational level. Instead of the strategy staying confined to slides in a boardroom, it “cascades” down through leadership teams, managers, and frontline employees – adapted into each context and role so that everyone understands the overarching vision and their part in it. This matters because when people feel informed and engaged, performance soars: companies with well-connected, informed employees see productivity jump by 20–25% and achieve 21% higher profitability.

Conversely, when communication is lacking, the costs are steep. Two-thirds of workers say they don’t receive enough information during times of change – leaving them disengaged or even distrustful. By implementing a cascading communication program, organizations ensure critical messages don’t get lost in translation and that every team is aligned with the mission. The result is not just a workforce that’s “in the know,” but one that’s energized to drive the strategy forward.

No conventional internal communication campaign or standalone training program is sufficient by itself to truly shift an organization’s culture. OpenKnowledge stands out by bundling two critical capabilities into one holistic cascading program: the management of change and cultural transformation, combined with imaginative creative and communication design. In practice, this means aligning the “hard” side of change – strategy execution plans, leadership alignment, processes, and new ways of working – with the “soft” side that makes people listen and care, such as compelling storytelling, branding, and engaging communication campaigns. It’s a fusion of rational and emotional engagement, effectively bridging strategy with culture and creativity.

Why is this combination so powerful? Managing change ensures the structures and processes for transformation are in place, while creative communication ensures the message truly resonates. Employees not only understand the new direction intellectually, but also feel inspired by it. This dual approach dramatically boosts buy-in and adoption. Studies show that organizations excelling in both change management and internal communication are far more successful: they are 3.5 times more likely to outperform their peers, and companies with effective communication practices see up to 50% lower turnover – clear indicators of a healthier, more engaged culture. By weaving together change and creativity, OpenKnowledge’s cascading programs drive not just awareness, but genuine belief and behavior change across the company.

Ultimately, a cascading program is about turning strategy into collective action. By marrying the discipline of change management with the spark of creative design, organizations create an internal movement – employees become active participants in the change, not just passive recipients of information. The payoff isn’t only a feel-good boost in morale; it’s measurable business impact. When people are truly connected to the company’s purpose and each other, great things happen – from higher engagement and innovation to stronger financial performance. Companies known for engaging their people through effective communication enjoy about 47% higher total returns to shareholders over time. That is the kind of transformational ROI a well-run cascading program can deliver.

In early 2025, Generali Global Corporate & Commercial (GC&C) launched its new strategic roadmap – the GC&C 2025–27 Next Level Plan – supported by a cascading engagement journey, fully aligned with the Generali Group Lifetime Partner 27 Strategy, designed and co-created with OpenKnowledge.

The program officially kicked off in February with a Leadership Conference held in Caorle, Italy, where the strategy was presented to over 90 top global managers. But the event was about much more than unveiling a plan – it was about activating leadership around it. The concept behind the strategy had been co-created by GC&C together with OpenKnowledge, and at the heart of the event was the introduction of the “mindset” document: a synthesis of the convictions required to bring the strategy to life. Through storytelling, co-creation and immersive sessions, the conference aimed to build alignment, endorsement, and energy within the leadership team – setting the tone for the cascade ahead. GC&C’s CEO and top executives played an essential role in guiding discussions and setting expectations, reinforcing a shared commitment to making the plan actionable across the business.

A few weeks later, GC&C hosted a global online Town Hall to share the strategy with all +1,200 employees. GC&C leaders – starting with the CEO – were directly involved in cascading the key concepts, translating strategic directions into clear messages for teams worldwide. OpenKnowledge supported the development of content and format – helping transform what could have been a traditional webcast into a compelling and emotionally engaging experience. The leadership team delivered the message with authenticity and clarity, fostering understanding and connection across all levels of the organization.

To ensure the cascade reached every region and team, GC&C, with the support of OpenKnowledge, developed a comprehensive Cascading Kit: a handbook with all essential information about the new strategic plan, accompanied by a full suite of materials for organizing and running local activations of the roadshow. From narrative guidelines to workshop formats, editable presentations, and facilitation tips, the kit empowered local leaders to deliver meaningful and consistent sessions – adapted to each cultural and business context. GC&C regional leaders were actively engaged in this phase, taking ownership of local rollouts and ensuring the messages resonated in their specific contexts.

One of the highlights of this phase was the roadshow activation with the Central Team, where GC&C and OpenKnowledge brought the Next Level strategy to life through a powerful and symbolic metaphor: cooking. The day included a morning strategy convention – personally introduced and led by the CEO – and, in the afternoon, an inspirational talk by one of the world’s most renowned chefs. This was followed by a hands-on team workshop in which participants were invited to turn simple ingredients into creative dishes – a tangible and engaging way to reflect on the challenge of unlocking potential and delivering excellence. It was a vivid moment of collaboration and team spirit, fully aligned with the cultural transformation the strategy aims to foster. The outcome spoke for itself: over 95% of the team participated, and post-event surveys confirmed high levels of engagement and enthusiasm.

With leaders activated, teams involved, and a clear and consistent narrative at the center, GC&C succeeded in turning a three-year strategic plan into a shared and lived journey. At every step, GC&C played a proactive and visible role in delivering and embodying the strategy – from the CEO’s commitment to the local activation of managers worldwide.

In the weeks and months ahead, Generali GC&C – supported by OpenKnowledge – will continue to keep the strategy alive and aligned with daily business goals. This ongoing engagement will include new content formats, moments of reflection and reinforcement, and dedicated tools – such as a mini-series of 12 short videos featuring colleagues from across the business, each sharing thoughts on how they’re bringing the plan to life within their area. These stories, alongside other touchpoints, will help ensure the Next Level Plan and mindset remain at the heart of every team’s ambition.