Culture. It’s often misunderstood or completely overlooked in building and growing businesses. It is often viewed as the “soft stuff” (i.e., the pampering of people), while business owners and leaders prefer to focus on accomplishing real work, that is, the hard matters of business and measures such as revenue, gross profit, market share…. Yet, it is a critical driver for organizational effectiveness. Here’s a short video that will help you understand what culture is, its ROI, its effects on your employees, customers and your brand.