The Competitive Advantage through Culture
Most business leaders talk a good game about wanting to create a high performance culture, but few fully understand how to create the environment to get the most out of their people in a way that accelerates their strategy. They don’t know why or how they should create a competitive advantage through culture. The founder of Southwest Airlines, Herb Kelleher, said it best: “Everything [in our strategy] our competitors could copy tomorrow. But they can’t copy the culture—and they know it.” That’s what keeps Southwest as a leader of the pack.
All well and good. But how do you go about creating a true competitive advantage through culture?
The Definition of Corporate Culture
Culture is how things truly get done in an organization. A high performance culture occurs when the unique beliefs and ways things get done at your company are understood, consistent and leveraged to best achieve your unique strategy. In the strongest company cultures, employees act in ways that help, not hinder, the overall strategic agenda, even when no one is watching.
No Two Organizational Cultures are Alike
While many companies are similar, each is distinctive enough so that what works in one organization will not necessarily succeed in another. The key is to determine what culture will be most effective in achieving your specific strategic priorities in your unique industry. Will your business thrive with tight structures or flexible guidelines, emphasis on low costs or high quality, predictable products or innovation? That is for you to decide.
Culture may seem difficult to measure or to change, but the effort is worth it. Our organizational alignment research found that an effective culture accounts for 40% of the differential in business performance between companies in areas such as revenue growth, profitability, customer retention and employee engagement. Here are some of the attributes of high performing culture:
The Bottom Line
There is no underestimating the powerful impact of committed leaders to building a high performance culture that is aligned with strategic priorities. The degree to which senior leaders model, encourage, and promote the desired behaviors to move your strategy forward is the measure of the success of your culture transformation. Is your culture creating a competitive advantage?
To learn more about creating a competitive advantage through culture, download The 3 Levels of a High Performance Culture
How to Sell Value versus Price
7 Threats to a Positive Company Culture
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