In Culture, Shock Outweighs Slogans—Design for Behavior, Not Perks

Culture is more than a motivational poster—it shapes daily behavior for years. Real cultures are forged from small rules that feel odd at first but signal what really matters. Think of tech companies whose leaders insisted on drum-tight punctuality, or the legendary door desks at Amazon that everyone sees and questions, cementing thrift as a living value, not a spreadsheet goal.

While yoga classes and beanbags create comfort, they rarely change behavior. Real culture is uncomfortable at first, but after a while, it’s invisible and self-reinforcing. Research from organizational psychology confirms that rituals and memorable rules, not just mission statements, set norms that persist when no one is watching.

If you want your group or company to remember its values, design one or two living rules that everyone must follow and that no one can ignore.

Pick one real value that makes your group different and invent a small, daily ritual or rule to remind everyone. Make it well-known and a little weird—not just comfortable. This creates lasting conversation and behavior change. When someone complains or questions it, use the moment to retell why it matters. Check each year—does the rule still serve your mission, or is it just weird now? Keep the culture alive through shared, lived experience—starting today.