The document discusses organizational culture and its impact on design success. It notes that while having design talent is important, true success depends more on culture. Culture consists of structure/roles, values/beliefs, communication, tools/processes, skills/knowledge, and policies. The largest barriers to design impact are overall culture and lack of leadership. Changing culture requires understanding it, envisioning improvements, identifying opportunities, generating and testing changes, and iterating. Intentional culture change should be approached as a design problem and requires persistence over time. True success comes from designing an organizational culture that supports design values and behaviors.