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The aim of this paper is to explore how neuro‐linguistic programming (NLP) can help organizations achieve dramatic culture shifts in a short space of time.

Based on the author's 17 years of experience in helping organizations change, the paper puts forward a theory that it is the unconscious rules within an organization's culture that prevent change strategies from succeeding. The paper proposes strategies based on NLP for more effective change, supported by case studies demonstrating how the theory can be applied.

NLP‐based strategies help to uncover the unconscious rules and break them down to identifiable pieces on which to base strategies that will lead to real change.

The author shares a strategy and practical model for culture change that have been developed after many years of working with clients to deliver sustainable culture change initiatives that result in long‐term change.