Thriving Culture + Strong Leadership
Two things your business needs to weather any storm
Building Strong Organizational Cultures, Strategy and Leadership for Enduring Success
Partner to develop a resilient organizational culture and innovative strategies that drive business growth.
In today' s rapidly changing business landscape, a strong organizational culture and visionary leadership are no longer optional; they are essential.
At Leading Culture, we empower companies to foster cultures that are not only resilient but also drive innovation, adaptability, and long-term success. Our comprehensive services in organizational culture, innovation, and leadership development ensure that your business is equipped to thrive in any environment.
Why Choose Leading Culture?
Companies choose Leading Culture because of our unparalleled expertise in organizational culture and leadership development. We understand that in order to achieve sustained success, businesses need to cultivate a strong company culture and develop leaders who can drive that culture forward. Our team of experienced consultants works closely with your organization to identify areas for improvement and implement strategies that enhance both cultural success and leadership innovation.
Our approach is data-driven and results-oriented, ensuring that every intervention we make is based on a thorough understanding of your business’s unique challenges and opportunities. We don’t just offer solutions; we partner with you to create lasting change that supports your long-term objectives. From boosting employee engagement to fostering a culture of continuous improvement, Leading Culture is committed to helping your business succeed.
Imagine a workplace where employees are fully engaged, innovation is part of the daily routine, and leaders are not only guiding the organization but also inspiring their teams. That’s the transformation you can expect with Leading Culture.
Our tailored programs and hands-on support ensure that your organizational culture and leadership are not just aligned but are also propelling your business toward its goals. Whether you’re looking to enhance employee satisfaction, boost productivity, or drive business growth, Leading Culture delivers the results you need.
Who We Work With
How to Work with Leading Culture
Your Path to Success
Working with Leading Culture is straightforward and tailored to your organization’s unique needs. We offer customized solutions that focus on organizational development and leadership innovation, ensuring that your company culture and leadership strategies are aligned with your business goals. Our process begins with an in-depth consultation where we assess your current challenges and opportunities, and then design a tailored plan that meets your specific needs.
Steps to Engagement
We start with a comprehensive consultation to understand your business challenges and objectives
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We'll develop a tailored strategy focusing on your organizational culture, leadership development, and innovation needs.
We work with you every step of the way to implement the strategy and provide ongoing support to ensure success
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Leading Culture believes in the power of continuous improvement. We regularly assess and refine our strategies to ensure they continue to deliver the desired results.
Our goal is to make the process as seamless as possible for you. We handle the heavy lifting, so you can focus on running your business. Whether you’re looking to start a new project or enhance an existing initiative, LC provides the expertise and support you need to succeed.
Insights on Culture and Leadership
Stay informed with the latest insights on organizational culture, leadership development, and culture innovation. Our blog offers valuable tips, case studies, and thought leadership on fostering a successful company culture. By regularly publishing high-quality content, we aim to be a resource for businesses looking to stay ahead of the curve in organizational development and leadership innovation.
From Startup Turbulence to Global Luggage Leader
From Startup Turbulence to Global Luggage Leader
July, an Australian luggage brand, exemplifies resilience and innovation in the face of adversity. Founded in 2019 by Athan Didaskalou and Richard Li, the company has rapidly ascended from its humble beginnings to become a prominent name in the global luggage industry.
The inception of July was driven by Didaskalou and Li's recognition of a significant disparity between low-quality, inexpensive suitcases and high-end luxury luggage, identifying an opportunity to offer durable, stylish, and functional products at an accessible price point. This vision led to the creation of July, a brand committed to enhancing the travel experience through thoughtfully designed luggage.
Overcoming Significant Challenges
July faced many challenges from it’s inception, many of which could have caused their demise.
1. The COVID-19 Pandemic – Adapting to Survive
The global travel bans in 2020 posed an existential threat to July, as demand for luggage plummeted overnight. With a product line centered around travel, the company faced possible closure.
How They Overcame It:
Instead of shutting down, they pivoted quickly. July introduced drink bottles and other non-travel-related items to keep the brand alive.
They focused on customer engagement, keeping their audience engaged despite travel restrictions using digital marketing.
2. Competing in a Crowded Market – Innovate or Fade
The luggage industry is filled with global giants like Samsonite, Away, and Rimowa. Standing out in such a competitive space is difficult.
How They Overcame It:
July focused on solving travelers’ biggest pain points—introducing features like a wider handle, ultra-durable shells, and smooth-gliding wheels.
They leveraged direct-to-consumer (DTC) sales to keep their pricing competitive while maintaining high quality.
3. Expanding Globally – Strategic Partnerships
A local brand trying to go global is no easy feat. Breaking into international markets requires credibility, awareness, and a strong distribution strategy.
How They Overcame It:
July secured high-profile partnerships like being the official luggage supplier for the Australian Olympic Team at the Paris Games and a partner for the Australian Open.
They expanded into the U.S., New Zealand, the U.K., and Singapore, with U.S. sales growing 400% over three years.
Key Lessons from July’s Journey
1. Pivot Quickly When Circumstances Change
When COVID-19 hit, July didn’t wait for the travel industry to recover. They adapted by launching new products, proving that businesses must be flexible in the face of unexpected disruptions.
2. Solve a Real Problem, Not Just Sell a Product
Rather than just making luggage, July focused on designing better travel experiences—tackling issues like wobbly suitcase handles and weak wheels. The takeaway? Find what frustrates your customers and fix it.
3. Build a Strong Brand, Not Just a Business
July’s marketing is sleek, modern, and experience-driven. Their Instagram, website, and packaging all reflect a premium travel lifestyle, which helps them connect emotionally with customers rather than just selling suitcases.
4. Strategic Partnerships Can Accelerate Growth
Aligning with major brands like the Australian Open and Olympics gave July credibility and exposure. Partnering with the right organizations can fast-track your brand’s success.
5. Direct-to-Consumer (DTC) Sales Provide Control
By selling directly through their website instead of relying on third-party retailers, July keeps its margins high, controls its brand experience, and gathers valuable customer data. Owning your sales channels gives you more power over your business.
The Future of July
With a strong retail presence, a rapidly expanding international footprint, and a reputation for innovation and quality, July is well-positioned for continued growth. They have successfully transformed from a struggling startup into a global luggage powerhouse.
Their journey proves that resilience, adaptability, and smart branding can turn even the toughest situations into opportunities.
Why the Lighthouse?
We felt the lighthouse was the perfect symbol for what we do at Leading Culture.
The Lighthouse stands strong and is built to withstand any storm.
It remains a part of the landscape long after the people have moved on.
The lighthouse shows the way and allows others to navigate to safe harbour.
The Lighthouse is viewed as a beacon of hope.
Just like a lighthouse, we believe a strong culture combined with strong leadership gives businesses the edge to weather any storm. Culture is the legacy that lives on in an organisation, long after employees have moved on.
At Leading Culture we work with organisations to strengthen their culture and leadership. We help leaders transform their organisation’s culture to align with their strategy, weather any storm and optimise performance.
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