Reference #499: Organizational Culture and Leadership
When leading a change process, don't define the goals in terms of changes to values or beliefs, or a vague "culture change". Instead define it concretely in terms of desired behaviours.
Attempting to change beliefs before behaviour is difficult because members of an organisation will recognise that those values and beliefs have been a source of their organisation's success. They will not be easily convinced to changes those beliefs.
Schein. Organizational Culture and Leadership, 2017. (332-333, 338)