We exist to encourage and help leaders to build and sustain businesses that know and pursue their telos — a unique “purpose-for-others.”

From the vision of Chris Houston and Morrey Ewing in the early 1990’s, The Change Alliance was formed to create a small group of consultants who were, first of all, servants of their clients while also sharing unique, specific expertise. Others have joined in along the way, but led by Chris, we remain motivated by the same lasting vision: building personal relationships through which we deliver business results for our clients through “personal” service by being real and transparent persons; competent characters.




Through over 30 years as management consultants, we have come
to some conclusions that now shape and inform all our work.

Through over 30 years as management consultants, we have come to some conclusions that now shape and inform all our work.

1. Purpose matters ... perhaps above all

Without unity and clarity of purpose, businesses eventually fail. Profitability, long a purpose deemed worthy of engagement, proves increasingly inadequate to meet the desires and even longing of many customers and employees for a more transcendent purpose. Clarity about such Purpose is essential. We help you define it.

2. Brands are the marks of identity

Brands, whether personal or organizational, are the marks of identity and the Brand is the external mark of identity to which the business aspires. Not just a marketing creation, the Brand of a business lays claim to an ideal that lies at the intersection of what an organization loves to do – it’s passion – and a real unmet human need. The Brand gives public expression to the business Purpose. We craft and activate brand identities.

3. Culture describes the inward reality of an organization

Culture demonstrates the marks of an organization's identity. The norms and rules of the culture define how people within the organization should act and behave. Culture includes the artifacts of the company’s history and is particularly reflected in the behavior of its leaders and governors. The Culture gives the private voice to Purpose. We help you define the values and behaviors that create coherence and bring the culture alive.

4. Authenticity and Coherence

An organization with authenticity and coherence lives its Purpose in and through its Culture and displays its Purpose in and through its Brand. Brand and Culture must be consistent with each other or the business is living a lie. In this age of social media when businesses no longer control what is said about them, authenticity is the only lasting option. Truth will come out. We help leaders and boards set the discipline of management and create the momentum of execution.

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