3. Model culture change at the highest levels. Senior executives must communicate the new culture through their own actions. Their behaviors need to symbolize.the kinds of values and behaviors being sought. In the few publicized cases of successful culture change, corporate leaders have shown an almost missionary zeal for the new values; their actions have symbolized the values forcefully. For example, Jim Treybig, CEO of Tandem, the computer manufacturer, decided not to fire an employee whose performance had slipped until he could investigate the reason for the employee's performance. It turned out that the employee was having family problems, and therefore Treybig him another chance. To the people at Tandem, the story symbolized the importance of consideration in leading people. Donald Kendall, the chief executive of PepsiCo, demonstrated the kind of ingenuity and dedication he expects from his staff by using a snowmobile to get to work in a blizzard.