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Are you looking for a clear definition of corporate culture? You have come to the right place!
I have developed a definition of corporate culture after nearly 20 years of working with organizations and viewing them from the perspective of a cultural anthropologist as well as a strategy consultant with an MBA in finance.
The easiest way to think of corporate culture is that it is an energy field that determines how people think, act, and view the world around them. I often compare culture to electricity. Culture is powerful and invisible and its effects are far reaching. Culture is an energy force that becomes woven through the thinking, behavior, and identity of those within the group.
Corporate culture is created naturally and automatically. Every time people come together with a shared purpose, culture is created. This group of people could be a family, neighborhood, project team, or company. Culture is automatically created out of the combined thoughts, energies, and attitudes of the people in the group.
I have worked with entrepreneurs and venture capitalists involved in the start-up of technology companies. They want to work on the corporate culture once the company is profitable or “in the black”. It is much more difficult to change the corporate culture once it has emerged than to proactively create the corporate culture they want from the start.
The corporate culture energy field determines a company’s dress code, work environment, work hours, rules for getting ahead and getting promoted, how the business world is viewed, what is valued, who is valued, and much more.
Every company or organizations has numerous corporate cultures. For example, the marketing department and the engineering department may have very different corporate cultures which are both influenced by the overall organizational corporate culture. Many times these two sub-cultures clash.
Culture shows up in both visible and invisible ways. Some expressions of corporate culture are easy to observe. You can see the dress code, work environment, perks, and titles in a company. This is the surface layer of culture. These are only some of the visible manifestations of a culture.
Surface Layer of Corporate Culture: Visible Expressions ·Dress Code · Work Environment · Benefits · Perks · Conversations · Work/Life Balance · Titles & Job Descriptions · Organizational Structure · Relationships
The far more powerful aspects of corporate culture are invisible. The cultural core is composed of the beliefs, values, standards, paradigms, worldviews, moods, internal conversations, and private conversations of the people that are part of the group. This is the foundation for all actions and decisions within a team, department, or organization.
Core Layer of Corporate Culture: Invisible Manifestations · Values · Private Conversations (with self or confidants) · Invisible Rules · Attitudes · Beliefs · Worldviews · Moods and Emotions · Unconscious Interpretations · Standards · Paradigms · Assumptions
Business leaders often assume that their company’s vision, values, and strategic priorities are synonymous with their company’s culture. Unfortunately, too often, the vision, values, and strategic priorities may only be words hanging on a plaque on the wall.
Corporate culture is actually the container for the vision, mission and values. It is not synonymous with them. In a thriving profitable company, employees will embody the values, vision, and strategic priorities of their company.
What creates this embodiment (or lack of embodiment) is the corporate culture energy field that permeates the employees’ psyches, bodies, conversations, and actions. Companies need a good definition of corporate culture before they can begin to understand how to change the corporate culture.
When it comes to corporate presentation, the way in which your brand is perceived and communicated will say a great deal more than the slogan or advertising message itself. When your presentation is through advertising media and promotional services or through trade shows, conferences and presentations to clients in person, your message will be clearly heard, regardless of what you say.
Often it is how something is said, conveyed or expressed which carries more weight than what it is that is actually said. Think of our politicians. We hear the words they say, but often this is heard with a cynical ear, and we ignore a great deal of what they say since most of it seems to be vague and a combination of half-truths and spin. Generally, we tend to judge the reliability of politicians more on the way that they express themselves than on what they are actually saying.
Do they spend time criticizing the opposition rather than promoting their own policies? In advertising and the world of business, constantly criticizing your opponents or competitors might seem like a good idea, but to others it appears negative, critical and unproductive. It is not uncommon to visit a trade show or a business or product presentation during which competitors, or alternative products or services, are criticized in comparison with that being presented. Use sparingly, this can be effective, but it is a fine line and being overly harsh or critical is more likely to win favour for the opposition! It is the same psychology that leads people to ’support the underdog’.
Another aspect of effective corporate presentation to be aware of is the phrase ’show, don’t tell’. People dislike being told, but enjoy being shown. This applies to a huge range of media and forms of communication. Even in writing, good novels tend to show the reader what is happening through action, interaction and dialog, and the best and most popular radio plays allow listeners to hear what is happening rather than simply narrate the action to them.
If you have the opportunity to showcase a product or present your business’s services to a potential client, don’t make the mistake that too many make, of standing there for forty minutes listing the benefits, describing the tools and services, comparing them to other options and listing the many satisfied customers you have already, and so on.
People will simply switch off. Instead, try as far as is possible to demonstrate the product or service. Often a demonstration, in whatever form that can take, will save a huge amount of time. They say a picture can paint a thousand words – so why not use a few? Flash presentations and video clips can be used as tools to help to extend this further.
However, one aspect of successful corporate presentation strategy that works most often, and more productively than any other, is diversity of media. The more diverse the range of ways in which a message is communicated, the more likely it is that the message will be received, understood, and remembered. In the case of a presentation made in person, as opposed to distance presentation techniques that involve remote media such as promotional literature, television, radio or static advertising, you have an advantage that these methods do not, namely interactivity and involvement.
If showing rather than telling is far more successful, then doing rather than watching is even more so. This can often be achieved through websites, interactive kiosks at trade shows, and in person if you have the opportunity to visit a potential client. Try to consider ways in which your corporate presentation can be perceived as highly understandable, highly memorable and highly engaging. In this way, you are more likely to secure sales.
A personal presentation enables you to use a variety of media, whereas a radio, TV or newspaper ad does not. It could be argued that all of these together combine to form a multimedia promotion, but each is being carried out distinctly separately, while it is the simultaneous combination of all the senses – touch, hearing, sight and in some cases even taste and smell, that imprints the product in the brain and stimulates its recall all the easier.
Perhaps you have been given the opportunity to present your business to a potential client – what do you do? Do you put together a PowerPoint presentation, grab a handful of leaflets, arrive at the client’s premises and spend twenty minutes configuring a computer and projector, forty minutes lecturing the client, and then dump a handful of leaflets on their desk before heading back to your office for a coffee?
Clearly, this is the kind of presentation that is highly unlikely to succeed. Even if your product or service is astonishing and cutting edge, you must think about the whole way in which your business is presented from the clients’ point of view. PowerPoint was a great tool a few years ago, but most of us are sick and tired of seeing the same badly designed slides and themes, and we dislike being lectured – we had enough of that at school.
For a truly successful corporate presentation, consider employing an agency to design and develop a slick presentation which involves a range of media and ways of conveying the message succinctly and clearly. Perhaps even employ specialists who can carry out these presentations for you in a professional manner. Consider the range of ways in which your message can be conveyed, and remember that what people will generally recall best from your presentation is not what you said, but how you said it and how you demonstrated its effectiveness.