When we began organizing Grupo Esfera’s management into distributed circles, one of our challenges was to make the pillars of our organizational culture explicit so they could guide the circles' decisions. Within the Culture Circle, we realized we needed to "listen to the organization" so that uncovering these cultural pillars would not be a task carried out solely by the circle, but rather a reflection of the shared ideas of the people who make up Grupo Esfera.

The process began with a series of interviews with each team. We asked questions about what defines us, why our clients choose us, and what connects us, while also asking for representative images. Over several sessions in the Culture Circle, we distilled those responses, discussed them, analyzed them, and used core phrases and imagery to build our cultural levers. It was a long, incredibly long process—because we love to converse, we love to reflect, and above all, because it was a collaborative effort. We went back and forth, sought feedback, and sustained a collective process.