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What You Do Is Who You Are, by Ben Sullivan
Culture is not corporate values, it's not perks, but then what is it? When you get into a company context, it ends up being really small, subtle things that determine your culture. They're very amorphous, nearly invisible things. Do you return that phone call in an hour, in a day, in a week, never? Do you go home at five or at eight? And so, like, how do you get that behavior going in the direction that you want it? That was really the hardest, most difficult thing for me to learn as CEO.