It's a good article below discussing how a change in strategy or new business model also needs a change in mindset and I couldn't agree more.

Authenticity is important in business, even the least emotionally intelligent person can tell if you are not being genuine and it's the same with the organisation. 

If the brand doesn't fit the culture, you can tell, if the culture doesn't support the product and services you can tell. And as consumers we gravitate to those where all the pieces fit together, authenticity after all builds trust.

The customer wants more from businesses these days, more than just a product, there needs to be something to buy into and ultimately this needs to be supported by the people within. 

Some say people don't change and I totally disagree, it is possible to change you just need to want it.