Great culture springs, logically and seamlessly, from your company’s vision. The vision and the culture of your company need to exist in harmony. The importance of this cannot be overstated. A culture that’s at odds with the vision of the company is one that is more expensive and less effective. Employees question why they are at work. In a seminal Harvard Business Review article, Rob Goffe e and Gareth Jones extensively researched what makes some companies more ideal for employees to work at than others. They find, unsurprisingly, that workers need purpose. Your company needs to give your employees compelling, powerful motivators for why they give you their energy.1 We’ve talked about the importance of establishing a unique and compelling vision for your company. That vision will be the wellspring of your culture, which is one of the reasons why it is important to shape that vision as early as possible, preferably before you go into business. Let us consider the multiple levels at which the simple question “Why?” can work. A coherent explanation can answer multiple levels of “Why?” without contradicting itself.
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