Proactive vs Reactive

Jiri Mocicka
Published in
6 min readApr 26, 2024


Design at Scale™ — ACD Series 100 Proactive vs Reactive

Welcome back to our Design at Scale™ — Academy series, focusing on design practice in a team of one hundred. This article delves into the dynamics of agile organisations, exploring how design knowledge permeates the entire ecosystem. Company culture plays a critical role in this process. An organisation’s culture shapes decision-making, adversity response, and its success in the market. Often, we see contrasting paradigms: reactive versus proactive cultures. Before delving deeper into these contrasting styles, let’s clearly understand the company culture and its impact on the final design delivery.

Design at Scale™ — ACD Series 100 Company Culture

Company Culture definition

“Company culture is defined by a work environment’s shared values, attitudes, behaviours, and standards. It is about people’s work experience and how that experience aligns with the company’s external brand and messaging. Culture is what creates the day-to-day experience at a company. And when an organisation has a good company culture, employees are engaged, committed, and excited to come to work. And that stretches from brand new employees up to the leadership team.”

While corporate websites offer generic definitions of company culture, the reality…