Thank You For Disrupting

PART THREEDISRUPTIVE CORPORATE CULTURE

DISRUPTIVE CORPORATE CULTURE

In this part, I don’t refer to the word culture in its noble sense, literary, artistic, or scientific. I also don’t mean it as popular culture, born of social networks and used daily by marketing and advertising agencies striving to insert their clients’ brands into our lives.

What I want to evoke here is corporate culture. Definitions abound. Here are several that work harmoniously:

• “Culture is a blend of the values, beliefs, taboos, symbols, rituals, and myths companies develop over time.”¹
• “Culture is the tacit social order of an organization.”²
• “Culture is the identity of a company as perceived by its best customers.”³

To these brief definitions, I would add an extract from an article I wrote some years ago:

All corporate culture is the fruit of a collective adventure. The sensitivity and intelligence of thousands of men and women creating something they share in common. A mental structure, a communion of desires, a sort of collective élan. An interpretation of the future, coming from the values of the past.⁴

Corporate culture is evidently intangible. At first sight, it would appear to have nothing to do with the numbers. It’s conceptual and unquantifiable; however, it can provide a real competitive advantage. As well as elements such as assets, turnover, growth, return on investment, share price, which are measurable, there also exist numerous studies that have scientifically proven the importance ...