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Tata Steel

Building internal support for a new strategy

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Employee alignment

Change begins with having a clear purpose

Tata Steel Netherlands is committed to becoming more sustainable. As part of this, the company had developed a new purpose, vision, mission and organisational strategy. It then asked PROOF to help it finetune both the purpose and story, and to introduce the new strategy internally.



The transition Tata Steel is undergoing goes beyond the technical and operational – it is cultural, too. The starting point is therefore to develop both a clear purpose for the transition and a story that not only informs but also inspires. Next, it requires strong leadership and a combination of top-down and bottom-up communication.



Through workshops, desk research and some close teamwork, Tata Steel now has a fitting purpose and an appealing manifesto. Step by step, everyone who works there has been brought on board.

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Let’s have coffee!

Contact us. We will be happy to tell you more.

Sascha Becker
managing partner


Valschermkade 37C
1059 CD Amsterdam
The Netherlands

+31 20 521 39 80