Dunno about you, but I subscribe to an abundance of email lists. A move that lands countless emails newsletters in my inbox on the regular.
Some come daily. While other arrive weekly (like the newsletter you’re reading right now ;—). Still, others show up with just about every frequency you can possibly imagine.
Many of these newsletters are informational. How-to-type instructions on all things business management, marketing, and the like. But others are inspirational (like much of the content I provide).
And one of my favorites is Robert Glazer’s “Friday Thoughts.” Noted entrepreneur and co-found of the start-up Acceleration Partners, Glazer’s weekly updates, which of course arrive on Friday, examines everyday life lessons and applies them to practical business situations.
Glazer is wickedly insightful and serves up some incredible evocative observations. Really great stuff! And I highly recommend you subscribe, too. You can do so here :—)

So, Why Am I Blabbing About Friday Thoughts?

In a recent edition, Glazer described a new employee orientation Acceleration Partners holds each week. He noted this was one of his favorite moments of his work week because of the insights he gained from talking with and getting to know new hires.
Following one such meeting, a new employee sought Glazer and thanked him for Acceleration Partners’ “culture of openness and sharing.” Adding that at his last job, competition ruled! And as such, knowledge was hoarded and assistance withheld.
I’ve heard similar anecdotes myself… A college friend who studied computer science and has been employed at both Amazon and Microsoft described working at both organizations as “swimming with sharks.”
Glazer, for his part, was stunned by the new hire’s statement. And disgusted by the notion. Pitting employees against each other, seriously? How can that possibly help an organization achieve its goals?
The answer: It can’t.
Not in the long term, anyway.

Again, Back to the “Why Am I Talking About This?” Question…

The Acceleration Partner’s new hire used the word “culture.”
Now, this term is usually applied to large corporations, like the aforementioned Amazon and Microsoft. But believe it or not, culture is every bit as important to small businesses. In fact, maybe more so.
But before we wonder to far down this path, let’s ponder the notion of “culture” for a moment.

What is “Culture” in a Business Context?

We’ve been talking about branding a lot lately. And in terms of messaging and tone, your brand is how you want prospects and clients to perceive your business.
Well, culture is kind of the same thing. But applied internally. It’s how you want your employees to perceive your business. And it’s the attitude you want them to exercise when acting on behalf of your business. It’s also the attitude you should project as the owner and steward of your business.
Do ideas and support flow openly and easily, fostering a “culture of collaboration?” As Robert Glazer is aiming for at Acceleration Partners.
Or does knowledge hoarding in furtherance of the “culture of competition” reign supreme? As in the scenario the Acceleration Partners new hire described at his prior job.
And moreover…

Why Does Culture Matter in Marketing?

In the context of a business and its employees, no doubt you can see the value of a positive, helpful, and collaborative culture.
But why does it matter in how you promote your business?
Your “culture” permeates the fabric of your business. It seeps into every nook and cranny. And shapes the attitude of all involved in your enterprise.
Returning again to the branding example, if yours is a “helpful” business, that’s unlikely to come across if your culture isn’t positive and supportive.
And similarly, if yours is a “serious and poised” business, that’s not likely to be the perception if your culture is loose and carefree.
Obviously, these are simplified examples. The culture of most businesses is far more subtle and nuanced.
But the point being, if your culture doesn’t match the image you intend to portray, prospects are bound to see through your false facade.

How Do You Define the Culture of Your Business?

It’s always fascinating to see how businesses view their “culture.” And often a great lesson. Both for the business to put their culture into words, and for others to see how different businesses frame their culture. So, drop by my Google+ page break down your culture — a teachable moment awaits ;—)