At Perpetual, we’ve worked with leadership teams across industries—from global consumer goods brands to high-growth startups—and one truth stands out: no team starts as high-performing. Every team must navigate the natural arc of forming → storming → norming → performing → high-performing → legacy.

Our role is to help leaders see themselves honestly, identify where they sit on this journey, and then design a bespoke program that meets them exactly there.
forming: politeness without depth
We once supported a European beverage company where the newly assembled leadership team was polite, structured, but hesitant. Conversations skimmed the surface. Team members deferred to the CEO, who was quietly reflective but offered little real-time direction. It was clear they hadn’t yet built vulnerability-based trust.
Our intervention: A Team Dynamics & Trust Kick-Off that combined leadership style assessments, storytelling, and the creation of a team charter. This set the foundation for openness and trust.
storming: conflict without resolution
At a U.S. food company, we encountered open hostility between Sales and Marketing. They avoided direct conversation, communicated through intermediaries, and resented each other’s perceived failings. The CEO’s reserved nature meant tensions went unaddressed, and progress stalled.
Our intervention: A High-Performance Team Immersion where we created space for real conversations, surfaced conflicts safely, and introduced rituals for conflict resolution. The breakthrough came when leaders shared personal histories—humanizing each other and shifting the tone from adversarial to collaborative.
norming: clarity and accountability
We worked with a sports media business that had stabilized but struggled with alignment. They had goals, but no shared accountability. Functions ran on different cadences, and commitments slipped through the cracks.
Our intervention: A Rituals & Alignment Sprint to establish a consistent operating rhythm: weekly stand-ups, retrospectives, and 1:1s linked directly to collective KPIs. This gave the team the scaffolding to hold each other accountable without relying solely on the CEO.
performing: results and autonomy
In a global fashion brand, the leadership team had moved into performing—delivering results with cohesion and autonomy. But without structure, reviews risked becoming updates rather than learning opportunities.
Our intervention: We introduced Monthly Strategic Reviews (MSRs)—deep-dive sessions into performance, challenges, and opportunities. Ownership rotated among team members, reinforcing a results-driven culture.
high-performing: ambition and reinvention
One technology client reached high performance but plateaued. They risked complacency—content with “good” rather than striving for “great.”
Our intervention: A High-Performance Accelerator where the team revisited its purpose and ambition, tackled real-time business challenges, and built internal mentoring systems to cascade capability and ambition through the organization.
legacy: purpose beyond performance
The most advanced stage we’ve seen is with a luxury spirits company. After years of consistent high performance, the team wanted to ask: “What will we leave behind?”
Our intervention: A Legacy Session where the team wrote a “future newspaper article” describing their success story five years out. This exercise elevated their ambition from quarterly results to cultural imprint—mentoring the next generation, embedding sustainability, and leaving a leadership legacy beyond their own tenure.
how perpetual diagnoses a team’s stage
No two teams are the same, and not every team needs to start at forming. Some already have trust but need accountability. Others perform well but have lost ambition.
We assess a team’s stage through:
- Diagnostic tools (Perpetual’s t3® Team Diagnostic across trust, alignment, belonging, execution, togetherness).
- 1:1 stakeholder interviews to surface perceptions and blind spots.
- Observation of team rituals—how they meet, make decisions, and resolve conflict.
- Leadership input—the CEO’s style and team dynamics.
From this, we design a bespoke program tailored to their current reality and their desired future. We don’t force every team to walk the full journey; we meet them where they are, and accelerate them forward.

broad reflection
The lesson is simple: dysfunction is not permanent, and high-performance is not static. Teams evolve through stages, and each requires different support. With the right interventions—designed at the right time—leadership teams can progress from fractured and frustrated, to aligned and accountable, to transcendent teams leaving a true legacy.