The Big Idea: As a leader, it’s your job to design and build your organization’s culture. A well-designed culture can overcome a poor product or service in the long-term, but not in the short-term. (Product-market fit probably matters more than culture for a startup trying to survive past the early stages.)

The culture you design should reflect you who you are, not who you aspire to be.

Make sure your culture supports your strategy.

Develop virtues (eg. Samurai honor code.)

Be inclusive (eg. Genghis Khan.)

Model and reinforce the culture (eg. Toussaint Louverture.)

Never stop improving your culture (eg. Shaka Senghor.)