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Building a Successful Creative Culture: 3 Questions Leaders Must Ask Themselves [INC.]

As a leader you might think you have culture, but look closely and be honest with yourself. Is it authentic?

Culture is not the idea of any one person, but the collective behavior of the whole. Culture is not architecture, it’s not interior design–it’s the thoughts, feelings and voice of your business. It’s the essence of your organization. Invest wisely.

“If you get the culture right, most of the other stuff, like delivering great customer service or building a long term enduring brand will happen naturally on its own,” Tony Hsieh said to me years ago, and that one sentence would impact all aspects of my life. In fact, it would become my mission statement.

I often refer to highly functional organizations as organisms. They no longer operate as individuals, but become one, with each part of the organism operating effectively, interacting and communicating efficiently. More importantly, it becomes an organic system where innovation thrives.

As a creative director and executive consultant working with Fortune 500 companies, studios, agencies and tech startups, I take a holistic approach to solving problems. By taking a comprehensive look at all aspects of the business, rather than just one isolated area, I’m able to make fundamental changes that impact the bottom line. Interestingly enough, I usually don’t have to look very far; the root of any problem can often be traced back to culture. Get the culture right and the other stuff will happen on its own.

Every cultural evaluation starts with an assessment, I’ll sit down with board members and systematically work my way through the business all the way through to the consumer. I’d like to highlight this next piece of information: The consumer will have the most valuable perspective.

What is your mission statement?
What are your core values?
What are your goals?

Read my full article on Inc.com:
www.inc.com/duane-fernandez/building-a-successful-creative-culture-3-questions-leaders-must-ask-themselves

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