The Culture of an organization is a set of beliefs, a way of thinking, a way of allowing, a way of doing, a way of respecting and honoring – it’s the fabric that holds and shapes forward momentum. But, Culture cannot exist in a vacuum. Culture cannot just happen and continue to happen without something constantly supplying and shaping it (The Vision). Also, Culture cannot exist without shaping and influencing something else (Strategy & Creative).
The Vision – Behind the operation of any organization (the daily routines, the returns, the balances, etc.) there is a purpose that pushed the business forward. This purpose never changes.
The Culture – The Culture is the Vision-shaped and Vision-influenced space in which the Strategy and Creative can thrive. It is the intangibles in the environment.
The Strategy – In order to fulfill the vision, methods need to be implemented (hire staff, lease an office, launch an advertising campaign)
The Creative – For the Strategy to be relevant, valuable and engaging, it needs to be packaged and implemented in creative ways (an impressive compensation package, an office with a view, a mobile and Facebook marketing campaign targeted at the 18-25 year old’s who live in southern California)
The Culture fosters the Strategy & Creative, and ensures that the Vision is property executed.
Takeaway – Alignment can be more effective and precise if the organization’s Culture is continually reassessed. The Vision can then have a greater level of impact on the way it’s implemented.