Defining Moments

64 D

EFINING

M

OMENTS

that guides and shapes an entire company. This is the task of shaping

or creating a way of life, not for a person, but for an entire organiza-

tion.

Defining moments for organizations, like those for individuals,

can be subtle, quiet, and—examined one by one—seemingly incon-

sequential. Yet, whether managers intend it or not, their decisions

and actions send continuous cumulative messages to their organiza-

tions about how things really work and about how to get ahead.

Kremlinology—the intensive interpretation of all events, however

minor, in the Soviet government—may be waning at the U.S. State

Department now that the cold war is over, but it lives on in most

companies. As one manager told me, ‘‘What many executives miss

is that there ...