Jackie Gonzalez

Culture is an organization’s expression of itself. It’s the living, breathing DNA that delivers on the brand promise — or not. Culture is intangible, but it’s as real as a first impression. Like a first impression, you can just let it happen, or you can be intentional about creating it.

Corporate culture is defined by its leadership. When the mission and vision exist merely as statements in the annual report, or platitudes that are framed and hung in the lobby, they’re just that: words. When those core tenets are purposefully aligned throughout the organization – from the boardroom to the loading dock – it’s reflected in performance; and performance is everything. In the C-suite, the company looks to you to set the bar. What’s your vision for the company and why does it exist? Is it shared by all stakeholders? Is your vision worthy of peoples’ time, attention, and dedication? Is the executive team “living the brand”?

If you’re not in the C-suite, act like you are. The same principles of leadership apply whether you’re managing a team of ten or ten thousand. Either way, you can create a culture for spectacular performance.

Practical strategies to unlock the fullest potential of your organization.

• Create a culture that’s intentional, not accidental
• Articulate your brand promise
• Share your vision so that it inspires confident action toward common goals
• Build alliances with boards, employees, shareholders, clients, and suppliers
• Hire the right person for the right job at the right time
• Develop teams to deliver the performance you want and the results you need
• Develop bench strength and succession plans
• “Counsel out” people who are misfit in their current roles
• Know what’s being said about your company, your products/services, and your competitors
• Know what’s happening at every level of your organization