PLDT Global chief-operating-officer Edith GOMEZ-CUDIAMAT. (Photo from LinkedIn)
Speaking at the ACC CXO Forum in Hong Kong, PLDT Global chief-operating-officer Edith Gomez-Cudiamat has highlighted the role of culture and leadership in driving business transformation in the country.
Focusing on culture rather than technology alone, Gomez-Cudiamat underscored that this could determine whether business transformation succeeds or not.
During the forum, discussions tackled topics on artificial intelligence, geopolitical and economic shifts and changing customer expectations. Gomez-Cudiamat told attendees that organizations need a strong culture to turn strategy into execution and help their people respond effectively to constant change.
“Culture commands acceleration of execution. It’s not the starting point. Culture influences behavior, and behavior delivers results,” she stressed even as she pointed out that people-centered approach has helped PLDT Global navigate an increasingly dynamic business environment where speed, adaptability, collaboration and accountability are critical.
“At PLDT Global, culture is treated not simply as an organizational value but as a strategic business enabler—one that encourages employees to innovate, respond decisively to change, and create value for customers and partners worldwide,” she enthused.
She added that PLDT has been promoting collaboration, accountability and continuous learning, while encouraging employees at all levels to contribute ideas, challenge conventional thinking and take ownership of outcomes.
In doing so, she cited the familiar maxim, “Culture eats strategy for breakfast,” but continued, however, that culture also determines whether strategy survives beyond the planning stage.
“Culture also determines whether strategy survives the rest of the day. Because culture influences the thousands of decisions people make every day when no one is watching,” she asserted.
She noted that culture becomes even more critical as companies adopt AI, digital technologies, and new ways of working. While technology can enable transformation, its impact ultimately depends on how people respond to change, collaborate, and make decisions across an organization.
To conclude, Gomez-Cudiamat relied on the rational that culture is defined not by corporate slogans or values displayed on office walls, but by the behavior of leaders and employees.
“Culture is not the poster on the wall. Leadership drives culture and moves transformation forward,” she ended saying.
