I just received an email from Nobl a really smart, forward thinking consulting company. The email suggested that the most important advantage a company can have is its culture. People, products, technology, customers come and go, they say, but a tight culture holds a company together. I’m not so sure this is the most important thing. It is an important thing.
For me, a great product or service is the foundation upon which a good company is built. That’s what people shell out their hard-earned for. Culture may facilitate and create mastery over a product or service but it’s not why money exchanges hands. Culture is people centric. Brand design is product or service centric. When selling a service (as oppose to a product) the lines blur a bit but I find it always better to focus first on product and service — and the people and culture will follow.
Now let’s go to the neighborhood bar and get an ice cold draft of culture.