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About Matt

I’m Matt Ellerton. I help organisations shift culture by changing what people actually do - especially when the work is pressured, messy, and full of trade-offs.

Culturicity is the practice I do this work through.

I’ve spent the last twelve years working across culture change, behavioural change, internal communications and transformation - in large global organisations and smaller, fast-moving environments.

I’ve lived and worked internationally across Europe and Asia, including extended time in Hong Kong, Singapore and Germany. That experience matters because culture work is often cross-regional, cross-functional, and full of unspoken assumptions.

I’m UK-based now, and I work with clients in the UK and internationally.

If you're interested in a formal career history, have a look at my LinkedIn profile.

One of Matt's workshops

My view of culture change

Culture isn’t your values statement. It’s the default behaviours people fall back on when nobody’s watching, when time is tight, or when it’s a bit awkward.

It shows up in small moments:

  • Who makes decisions, and how quickly
  • Whether people speak up or play safe
  • How conflict is handled
  • What gets rewarded, what gets tolerated, and what gets quietly avoided
  • Whether the customer is truly present in everyday choices

Because of that, I’m sceptical of big culture programmes that try to “roll out” culture like it’s a comms campaign.

I prefer work that creates real behavioural shift - visible in decisions, habits, and how work gets done.

How I work

The tagline on the homepage is “Culture and behaviour change, with less guesswork.” This doesn't mean that humans become predictable; it means we should stop guessing.

Instead of doing generic initiatives and hoping they land, I run small culture experiments that create learning quickly, then scale what works.

I call it the Culture Experiment Loop.

It’s a practical approach. It builds momentum. And it makes progress visible.

The Culture Experiment Loop >>

What I'm typically brought in for

open doorway
  • Culture shifts that need to show up in real work, not just messaging
  • Leadership role modelling - especially around ownership, accountability and decision-making
  • Creating psychological safety without losing pace or standards
  • Strengthening customer focus so it changes day-to-day choices
  • Helping teams move faster by reducing friction, handoffs and “meeting gravity”
  • Designing experimentation habits that stick, rather than die after the workshop

In plain terms: I help you make culture practical.

What it's like to work together

  • Hands-on and practical - I don’t disappear behind slide decks
  • Clear and direct - no vague language, no theatre
  • Co-creative where it matters, decisive where it’s needed
  • Focused on behaviour, decisions, habits and systems
  • Light on admin, heavy on usefulness
  • A bias for learning fast and building momentum

When a project needs extra capacity or specialist skills, I bring in a small network of trusted associates. You’ll always know who’s involved and why.

Culturicity handdrawn logo

What's behind the name?

I came up with the name because it points to something I care deeply about: culture is not a “soft” side project. It’s the essence that shapes decisions, performance, and how people feel at work.

That essence is a real force, and my job is to make that force visible, workable, and intentionally designed - not left to chance.

The logo can be read as a plant blossoming or a wave building, both of which felt right for the kind of change I believe in.

speech bubbleWant to talk?

If you’re trying to shift culture in a practical way, and you want an approach that replaces guesswork with learning, I’d love to hear what you’re working on.

Click the button below, or email me at matt@culturicity.uk