According to Tariq Hassan, a trained strategist turned C-suite executive, culture should evolve but also remain static, a dynamic that might seem paradoxical on the surface. The only constant in life is change. This truth is as salient today as it was when the ancient Greek philosopher Heraclitus posited the idea centuries ago. It’s a truth that most modern leaders know firsthand, especially when it comes to culture. Culture is in constant flux. Emergent ideas are introduced to an organization—be they new technologies or nascent philosophies—which catalyze new imaginations and result in new ways of work. However, the question isn’t if things will change but how and when? So, we sat down with the former CMO of McDonald’s North America, Tariq Hassan, for this week’s episode of the From the Culture podcast to talk about cultural change and how leaders can best navigate it.