The Rising Influence of Rising Affluence

[DewDiligence]

It's fitting that the Shell article you posted focuses on Brazil, since Shell and Brazil have much in common, IMO; from the same article:

Chief Executive Ben Van Beurden predicts the company can end the decade with double-digit returns as it upends its deep-water drilling model, so long as oil prices rebound to $60. Shell estimates it is now drilling new deep water wells around 30% faster than it used to, and has cut drilling costs 50%.

...To do this, Shell is shaking up its corporate culture, appointing “chief irritants” to each division, individuals whose only role is to challenge old ways of doing business. In weekly team meetings, managers have to justify how they are running their units. The result: simpler deep-water operations.

Question: When (at any time since 2004) has Shell not been shaking up its corporate culture?