Transformation that starts with people, not just technology.
The Human Way to AI
Transformation that starts with people, not just technology.
Welcome, team AstraZeneca!
What science can do, elevated by the people who make it possible.
AstraZeneca has set an extraordinary ambition: $80B in revenue and 20 new medicines by 2030. Reaching it will demand not only scientific breakthroughs—it will require commercial boldness, customer obsession, and a culture strong enough to turn discovery into impact.
At Softway and Culture+, we believe the path to these milestones isn’t defined by technology alone. It’s built by people—empowered, resilient, and inspired to innovate without limits.
Together, we can strengthen a culture that amplifies the incredible work your teams already do—unlocking even greater breakthroughs for tomorrow.
WHO WE ARE
A people-first consulting firm in the business of AI Transformation.
We transform how organizations think, work, and thrive in the age of AI.
When it comes to change, most organizations start with processes and technology, and save the people side for last.
Unfortunately, this approach creates uncertainty, mistrust, churn, and ineffective implementation across the board. There's a better way forward—one with people at the center of every business decision.
Our Offerings for AstraZeneca
AI Strategy for Leaders
Helping leaders move from experimentation to direction, aligning AI ambition with business priorities, risk appetite, and organizational readiness.
AI Workshops & Training
Transform your AI journey with a people-first approach (a HumAIn first approach) that builds capability and confidence, guiding you from curiosity to real-world solutions.
Change Management & Comms
Softway helps guide organizations through AI-driven change by aligning people early, communicating clearly, and building trust at every stage of the journey. We make boring content binge worthy.
Culture Rise & Leadership Transformation
We equip leaders and teams with the behaviors and tools necessary to build cultures of high performance and change readiness.
Technology, communications, creativity, and culture change — all under one roof.
What does success look like?
20 New Medicines, Zero Burnout Breakthrough science delivered at breakthrough speed—not by pushing people harder, but by freeing them from fear, friction, and fatigue. With Love as a Strategy, teams feel safe to imagine more, try more, and achieve more.
AI Adoption That Elevates Humans Success isn’t “rolling out new tools”—it’s creating a workforce that trusts AI, collaborates with it, and uses it to amplify their brilliance. Our HumAIn approach ensures technology becomes a catalyst for human potential, not a replacement for it.
Sustainable Growth, Sustained People As AstraZeneca decouples emissions from revenue, we help you decouple performance from pressure. Imagine a culture where ambition and wellbeing rise together—resilient people powering a resilient enterprise.
A Magnet for the Brightest Minds In Oncology and BioPharmaceuticals, talent chooses not just the science, but the environment behind it. A culture where people feel seen, supported, and valued becomes your most powerful advantage—one that keeps great minds inspired to stay and to lead.
The 'Softway' Advantage Our Strategic Capabilities
Strategy without execution is just a hallucination. When you partner with Softway, you get the full weight of our technical, communication, cultural, and creative powerhouse.
Deep Technical Expertise
From LLM integration and RAG architectures to predictive analytics, our engineers have the 23-year track record to build scalable, secure systems.
Change Leadership
Leveraging our Love as a Change Strategy framework, we equip your leadership team to communicate difficult changes and maintain trust.
Product Realization
We don't just advise; we build. We have the design and development teams to take your AI initiatives from a whiteboard concept to a deployed reality.
Our approach isn't guesswork. It's rooted in our Wall Street Journal Best-Selling framework, Love as a Business Strategy and Love as a Change Strategy. We bring the same rigor to AI that we brought to culture transformation.
