Harness true believers to change your company's culture

12/17/2012 | CNNMoney/Fortune

To spread environmental values through your company's culture, it pays to identify true believers who are already convinced and committed to the changes in question, says Patagonia executive Vincent Stanley. "Even in our company, some people are more strongly committed than others," Stanley says. "But we've found that the most skeptical or resistant colleagues eventually get won over by seeing other people stick with it and succeed at making real change."

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