Chapter 8 ORGANIZATIONAL CULTURE

The Company’s DNA Organizational Culture is the character of a corporation.  It is comprised of the deep-rooted beliefs, values, and assumptions widely shared by organization members.  It powerfully shapes the identity and behavioral norms of the organization. 

Shaping the Company’s DNA Understand the identity of the organization Implement appropriate strategic visions Inspire followers to the visions “The goal of transformational leadership is to "transform" people and organizations in a literal sense to change them in mind and heart; enlarge their vision; clarify purposes; make behavior congruent with beliefs, principles, or values; and bring about changes that are permanent, self-perpetuating, and momentum building. It requires vision, initiative, patience, respect, persistence, courage, and faith to be a transformational leader.”   

Driving a Culture of Innovation The Seven Key Principles: - Sustain faith and treasure identity as an innovative company. - Be truly experimental in all functions, especially in the front end - Structure “really real” relationships between marketing and technical people - Generate customer intimacy - Engage the whole organization - Never forget the individual - Tell and embody powerful and purposeful stories.