About TrueCulture
Our Mission
We know each culture is as unique as the organization it serves. There is no "one size fits all" to shaping, rebuilding, integrating, or transforming culture. That's why our mission is to hone each culture to become the very best version of itself — in a way that truly serves the business as well as its people.
Our Approach
We work closely with our clients to understand their unique needs. This allows us to develop tailored strategies that deliver measurable results. Our approach includes leader interviews, employee focus groups, survey design, analysis, workshop facilitation, strategies, action plans, communication plans, and more.
culture Solutions
Culture Design
We collaborate with you and your team to envision the best version of your organization. We help articulate, refine, or transform your culture and values, setting achievable intentions to galvanize all stakeholders.
Culture Transformation
We partner with leaders to engage the organization in getting from where you are to where you need to be. We co-create ways to bring the shared vision to life while motivating people and driving business results.
Culture Alignment
We work to embed the desired culture into all aspects of the employee experience, from onboarding to performance management to development programs to recognition to internal communications.
Culture-Based Communications
We reinforce the organization's desired culture, values, and behaviors using fully connected and integrated internal comms as culture carriers. We create strategic internal comms plans and deploy them successfully.
Culture Optimization
We measure the results of our work and continually fine tune to achieve new objectives and make sure the desired changes take hold. Our goal is to enable your best culture to become self-sustaining over time.
Discover the Power of TrueCulture
Our culture services are collaborative, engaging, and highly effective. Contact us for a conversation about how we can help you achieve your goals.
WHO WE ARE
Luciana Duarte, President
With 25+ years of experience across dozens of corporations — including senior leadership roles at Apple, HP, PwC, and Sapient — Lu specializes in helping organizational cultures to thrive.
Lu's expertise includes:
- Co-creating a desired culture — from scratch or as a transformation
- Bringing the employee experience to life and aligning it with the culture
- Refining teams' aspirational culture to achieve measurable results
Holding a BA in Anthropology and English from Amherst College and an MBA from Boston University (both with high honors), Lu has always played at the intersection of business, culture, and communications. This expertise enables her to help clients activate their best culture.
Depending on each client's needs, Lu is ready to pull in other world-class experts to help co-create compelling cultures that engage employees and achieve the desired results.
Richard Cordray, Senior Consultant
Richard Cordray is known for finding fresh and creative solutions that help employees and their organizations thrive in the face of transformation and change.
Richard began his career at the parent company of 7-Eleven before moving into the health care and global technology industries. In a variety of roles at companies such as Aetna, Lucent, Avaya, and HP, he partnered with leadership to deliver programs and communications that sustained organizations through turnaround and change, including mergers, acquisitions, and divestitures.
After leaving the corporate world in 2023, Richard now applies his skills and experience to help organizations build and strengthen their cultures — something vitally important as employers and employees navigate the future of work together.
Richard holds a BFA in Communications cum laude from Southern Methodist University with a minor in international politics.