The shift to a product-led culture wasn't a formal launch. The CEO began by stating "we are product-led" aspirationally, then relentlessly reinforced this message in every meeting and report. This constant repetition, backed by operational changes, gradually and organically transformed the company's identity and behavior.

Givaudan operates in 5-year cycles, setting intimidatingly ambitious goals and, crucially, always delivering on them. This practice of publicly committing and consistently executing builds deep internal and external credibility, forcing the organization to stretch beyond its comfort zone and making delivery non-negotiable.

Upon joining Terns Pharmaceuticals after the former CEO's passing, Amy Burrows intentionally adopted a pre-existing cultural practice called "Share Good News" in leadership meetings. This demonstrates how a new leader can build rapport and show respect for a company's history by identifying and continuing positive rituals, rather than imposing a completely new culture.

Instead of a long list of values, high-performing CEOs create an energized culture by defining and rigorously enforcing a minimal set of core values, such as "be competent and be kind." This simplicity makes them easy to remember, measure, and act upon decisively.

Radically changing a large company's culture is a decade-long endeavor. A faster, more effective approach is to identify the organization's existing positive cultural DNA. The UniCredit CEO interviewed over 20,000 employees to find their core values, then built his transformation strategy to amplify those strengths.

Great companies survive not because of a founder's continued presence, but because the founder codified a culture and operational DNA that outlives them. Companies like Home Depot and Amazon continue to thrive because their core principles are deeply embedded and replicable.

The CEO of AT&T, a 40-year veteran, argues that an insider who understands the company's DNA can be more effective at evolving its culture than an external disruptor. This challenges the common belief that transformational change requires bringing in a complete outsider.

An executive who moved from Chicago to Tokyo felt like an imposter and considered changing his leadership style. The best advice he received was the opposite: lean in *more* to who you are. Authenticity is a universal language that transcends cultural and professional barriers.

Roughly 80% of a company's culture is a direct extension of its founder's personality. Facebook reflects Mark Zuckerberg's hacker mindset; Google reflects its founders' academic roots. As a leader, your role isn't to change the culture but to articulate it and build systems that scale the founder's natural way of operating.