Culture & Values Activation Case: SOUND GROUP (LIZHI Group) — New Voices Program: The Sonic Journey
Program Overview
SOUND GROUP is a rapidly expanding internet company whose teams are largely composed of young technical professionals. Traditional onboarding and culture-briefing sessions were no longer effective in engaging new hires or creating meaningful resonance with the company’s values.
To address this challenge, SOUND GROUP invited Prothink to design and deliver a culture-driven experiential program built around the organization’s seven core leadership behaviors. The objective was to enable new employees to experience, understand, and internalise the essence of the company’s culture through immersive activities rather than one-way communication.
Program Design Highlights
- Activity design anchored in SOUND GROUP’s corporate values and leadership behaviors
- Integration of local cultural elements and environmental characteristics, creating a distinctive and memorable experience
- An immersive desert-themed setting, combined with innovative props and mission-based challenges
- Carefully crafted tasks designed to spark curiosity, engagement and deep involvement among younger participants
- Learning through action, collaboration and reflection, rather than traditional cultural lectures
Outcomes & Impact
- Six customized experiential games and activities developed around key leadership behaviors and values, including:
Proactivity, Innovation Mindset, Systems Thinking, Collaboration & Win-Win Thinking, and Customer First - Strong engagement and full participation from new employees throughout the program
- Compared with previous onboarding approaches, participants demonstrated a deeper understanding of the organization’s cultural core
- Corporate values were successfully translated into observable behaviors through hands-on experience, accelerating cultural integration and alignment