How to Manage Culture with Tara Marotti

Culture won’t move at the speed of strategy, so leaders have to back up the message with consistent actions. In this episode, Jon Last, President, Sports and Leisure Research Group, talks with Tara Marotti, President & CEO, Burke Inc., about leading a 95-year legacy organization through rapid change as it evolves into a global, data-driven consultancy. Tara shares how AI, client budget pressure, and faster decision cycles are reshaping the insights industry, and why leadership alignment and a steady communication cadence matter. They discuss transparency and the “why” behind change, creating psychological safety, and leaning into tough conversations. Tara also covers hybrid culture-building, training teams to experiment with AI, and how employee ownership influences trust, stability, and long-term transformation.00:00 Consistency Through Communication00:15 Podcast Welcome and Theme01:02 Meet Tara and the Challenge01:42 Industry Shifts and AI Pressure02:49 Holding Vision and Priorities04:02 Legacy Meets Innovation04:50 One Voice Leadership06:14 Team Alignment Tactics09:21 Cadence and Transparency12:36 Authenticity and Explaining Why14:29 Bringing People Along Daily16:03 AI Training and Employee Agency17:24 Reading the Room on Change19:36 Culture in a Hybrid World20:55 Intentional Culture and Values22:27 ESOP Ownership and Transformation24:20 Closing Advice for Leaders25:46 Wrap Up and SubscribeInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/