Why Culture Eats Strategy—And How To Build One That Lasts

There are workplaces where values hang on the wall, and others where you can see them in every decision and hallway conversation. True culture is not about crafted phrases tucked away on a website—it's about what really gets rewarded and challenged when no one is watching. Early Google took this to heart: engineers fixed problems across teams, not because of formal assignments, but because the culture made them feel it was not just allowed, but expected. Symbols like 'Don't be evil' weren’t just slogans—in meetings, someone could halt a lucrative project by raising the 'evil' flag, and the debate would begin, regardless of power or title.

The catch? Culture is much harder to reverse than a missed goal or a failed launch. If you betray a stated value—especially once your team has bought in—trust evaporates, and with it, the power to attract top talent or make bold decisions together. Organizational science agrees: cultures defined and demonstrated by founders, not PR teams, build the psychological safety for people to act, speak up, and deliver their best. Rituals like weekly open Q&A, shared messiness, or lively arguments about what “doing the right thing” looks like, reinforce these norms well beyond any written manifesto.

Building culture on purpose, not by accident, becomes your strongest defense when the pressure mounts or opportunity knocks.

Block off an hour and gather your closest collaborators or family—no rank, no titles, just an honest conversation about what actually matters to you as a group. Write down these values in direct language; make sure they reflect specific behaviors and decisions you’re proud of or want to see. Next, look for every chance to reference and live these values—in meetings, casual chats, even in conflict. When you (inevitably) fall short or see someone stray, bring it up openly and use it as a chance to learn, not to shame. The effect is cumulative: small, shared values become the backbone that lets you move fast, trust each other, and tackle big problems together. Try starting your list at your next gathering.