PLDT Global exec: Culture drives business transformation

Culture, rather than technology alone, can determine whether business transformation succeeds, PLDT Global Chief Operating Officer Edith Gomez-Cudiamat told senior executives at the ACC CXO Forum in Hong Kong.

Speaking amid discussions on artificial intelligence, geopolitical and economic shifts, and changing customer expectations, Gomez-Cudiamat said 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 said.

Gomez-Cudiamat said the people-centered approach has helped PLDT Global navigate an increasingly dynamic business environment where speed, adaptability, collaboration, and accountability are critical.

At PLDT Global, she said, 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.

The company promotes collaboration, accountability, and continuous learning, while encouraging employees at all levels to contribute ideas, challenge conventional thinking, and take ownership of outcomes.

Gomez-Cudiamat cited the familiar maxim, “Culture eats strategy for breakfast,” but added 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 said.

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.

For Gomez-Cudiamat, 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 said.

The ACC CXO Forum brought together senior executives and decision-makers from the telecommunications, technology, fintech, hyperscaler, and business sectors to discuss leadership, growth, innovation, and the impact of technological disruption.

Across the discussions, speakers highlighted the importance of people-centered leadership, trust, collaboration, and organizational agility in navigating an increasingly complex business environment.

Gomez-Cudiamat also called on leaders to create organizations where decision-making and accountability are shared, allowing teams to move faster and respond more effectively.

“The challenge for leaders today is to create organizations where everyone can make decisions, volunteer solutions, and speak up,” she said. “Leadership should not rest on a single individual. It should empower people throughout the organization.”

For Gomez-Cudiamat, culture ultimately serves as the link between strategy and execution—helping organizations turn transformation into action and build the agility needed to navigate constant disruption.