"Engage the hearts and minds of employees. It is very tempting to talk about the business situation and show all kinds of charts, but at the end of the day if we can't engage people's
hearts, it's very difficult to get them mobilized," Kraft CEO Irene Rosenfeld told executives at the 2008 Fortune Most Powerful Women Summit. She has turned around the company
since taking over in 2006. She credits modeling expected behavior at the highest levels of the company. "The fastest way to create cultural change is to start acting the way you wish
the company would start to act, and very soon it starts to catch on."