This document discusses organizational culture and how to build and change culture. It provides advice on assessing current culture, defining desired culture, retaining key employees, and generating positive culture. Specific strategies are outlined, such as communicating core values, leading with passion and patience during cultural change, focusing efforts only on necessary changes, and creating an atmosphere where errors are learning opportunities rather than occasions for blame. Case studies and questions are provided to help apply the cultural insights. The document aims to equip readers with understanding and tools to develop sustainable cultures that meet organizational needs and employee expectations.