Corporate Culture

This data was originally featured in the July 17th, 2024 newsletter found here: INBOX INSIGHTS, JULY 17, 2024: CORPORATE CULTURE, PROGRAMMING GENERATIVE AI

WHAT IS CORPORATE CULTURE?

When I talk about integrating AI into your company, I talk about how it’s a culture shift. The response I get to that statement is usually, “What if we don’t know what our culture is?”

I asked our Slack community, Analytics for Marketers, how they define corporate culture. Here are some of the responses:

Seems to be that for culture to work, your values must be:

1. Defined in a clear and concise way
2. Rooted in actions, not beliefs. if these two are covered, then also:
3. Understood by everyone – ideally before being hired – where they learn it once, but that message is reinforced through action in more organic ways where it isn’t forced down an employees throat – giving people the opportunity to continually buy-in

It’s the outline of what is acceptable and what isn’t that is unique to a company

Culture is one of those things that you know when you see it.

I’ve found that a lot of organizations have become antagonistic internally, often out of necessity with all the layoffs and restructures, and the looming threat of AI. That makes it difficult to build a culture that’s more than just a section in the employee handbook.

Oh, this is a great question. There’s no commonly accepted definition so discussions go all over the place. Company culture definitions usually include leadership, how people are treated, how customers are dealt with, how work gets done.

I think it’s interesting to apply elements of culture in general to a company: What are the:

1. Norms
2. Values
3. Language
4. Symbols
5. Artifacts

The thinking is that corporate culture is how you’re treated and what’s acceptable. For example, I used to work at a company where the VP would openly scream at me and others during team meetings. That was accepted behavior. That VP never faced consequences for his actions. It created an environment of stress and fear. It became challenging to care about the work when you had to wonder when you were getting yelled at next. You became terrified to step out of line or give bad news. It led to a lot of resentment and turnover from team members.

There’s a quote, “you reap what you sow,” that applies well to how you should approach corporate culture. It’s the old, “treat people the way you want to be treated”. Ok, enough throwing quotes at you. So, what is corporate culture and why does it matter?

Think about it as your business guidelines. Are you promoting transparency and productive conversation, or are you encouraging performance plans as easy solutions? Are you tolerating bad behavior from one staff member and chastising others? Are you setting the tone and leading by example? It doesn’t matter what your role is, your attitude and actions are a reflection of your environment. If you show up to work every day and you hate what you do, and you can’t tolerate your coworkers, that’s a toxic culture. Whether you’re bringing that negativity to the table, or you’ve inherited it, you need to make a change.

Toxic culture can bring down a business. If you’re wanting to make a transformation, like integrating AI into your company, you need to do a temperature check. Are your people happy? Are they productive? Are they an accurate representation of your company? AI is a culture shift. Why? Because you’re changing how your business runs. You’re asking your staff for different skills and outputs. You’re evolving the products and services that you sell to your customers. You’re adapting the processes of how work gets done. You’re giving your team new measures of success.

Take a minute and assess your company culture. Do you like what you see? If you don’t, you’ll need to fix those problems before introducing AI or other changes into the fold.

How healthy is your corporate culture? Reach out and tell me, or come join the conversation in our Free Slack Group, Analytics for Marketers.

– Katie Robbert, CEO

Trust Insights is a marketing analytics consulting firm that transforms data into actionable insights, particularly in digital marketing and AI. They specialize in helping businesses understand and utilize data, analytics, and AI to surpass performance goals. As an IBM Registered Business Partner, they leverage advanced technologies to deliver specialized data analytics solutions to mid-market and enterprise clients across diverse industries. Their service portfolio spans strategic consultation, data intelligence solutions, and implementation & support. Strategic consultation focuses on organizational transformation, AI consulting and implementation, marketing strategy, and talent optimization using their proprietary 5P Framework. Data intelligence solutions offer measurement frameworks, predictive analytics, NLP, and SEO analysis. Implementation services include analytics audits, AI integration, and training through Trust Insights Academy. Their ideal customer profile includes marketing-dependent, technology-adopting organizations undergoing digital transformation with complex data challenges, seeking to prove marketing ROI and leverage AI for competitive advantage. Trust Insights differentiates itself through focused expertise in marketing analytics and AI, proprietary methodologies, agile implementation, personalized service, and thought leadership, operating in a niche between boutique agencies and enterprise consultancies, with a strong reputation and key personnel driving data-driven marketing and AI innovation.