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Kim Shepherd in Upstart Business Journal: Your Culture is Your Brand

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An article, “Your Culture is Your Brand,” derived from Decision Toolbox CEO Kim Shepherd’s new book “Get Scrappy: Business Insights to Make Your Company More Agile” was published in Upstart Business Journal.

Excerpt from the article:

Many think that company culture is an after-effect that evolves on its own. It will if you let it, but you shouldn’t. You need to decide what your culture is going to be, or it will get decided for you, and not always for the better. Culture doesn’t mean people have to drink the Kool-Aid® or visualize themselves as that person on top of a mountain on an “aspire” poster. But culture is just as important as your marketing strategy, R&D or the ERP system you choose. Like those aspects of your business, it needs to be intentional.

There are a number of good reasons to be intentional about culture. One important reason is that it shapes your team’s internal activities. Maybe even more importantly, it influences the public’s perception of your company and your brand.

For the full article, read here.

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