“If you don't understand people, you don’t understand business.” -Simon Sinek
Corporate culture can be defined simply as, "the way we do things around here," or "it's our company's personality." Edgar Schein, PhD, (MIT) Sloan School of Management, Cambridge, defines corporate culture as, "A pattern of shared basic assumptions that the group learned as it solved its problems that has been worded well enough to be considered valued and is passed on to new members as the correct way to perceive, think and feel in relation to those problems." Regardless of how you define corporate culture, there is no doubt that the performance potential of a sales leadership team is elevated by the corporate alignment of employee values.
The claim that culture is directly linked to increased performance is founded on the perception that good culture plays an important role in generating a competitive advantage over other similar companies. Likewise, culture will stay linked to excellent performance only if the culture is able to adapt to changes in environmental conditions internally and externally.