Organizational culture shapes both employee productivity and business results, but often it is ambiguous and hard to define. To help, think of culture as three layers with increasing levels of importance:
- Culture is seen through symbols, rituals, stories, and organizational events — the first things we experience when we join an organization.
- Culture is reflected in how people in the organization think, behave, and feel — in other words, it appears in individual values, team norms, and unwritten rules.
- Culture is the company’s identity as perceived by its best customers, representing an outside-in view. For example, Apple wants to be known for its design and simplicity; Marriott, for exceptional service; Google, for innovation.
By shifting the focus on culture from symbols (#1) and values (#2) to customer expectations and company identity (#3), leaders can better create and define a culture that wins in the marketplace.
Adapted from "Your Company Culture Can't Be Disconnected from Your Customers," by Dave Ulrich and Wayne Brockbank
