The American Institute of Aeronautics and Astronautics (AIAA) was forced to change its organization and improve operation strategy to promote efficiency, as a result of the 1990s downturn in the aerospace industry. To achieve this, AIAA reengineered the corporate culture to promote teamwork, a continuous learning environment and flexibility and adaptability by promoting education and efficient use of resources. As a result, the institute’s productivity has more than doubled and revenues are up 25% over a ten year span.