Tony Hsieh, Zappos’s Founder – now owned by Amazon – preaches that an organization’s number one priority is culture. Brian Chesky, the co-founder and CEO of Airbnb, says, “It doesn’t matter how good your original product is, if you can’t build a great company around it, the product won’t endure.” When Satya Nadella took over as CEO at Microsoft, in 2014, he told employees that his highest priority was the company’s culture. He refers to culture as “the soul” of the organization. For a great organization, culture isn’t an abstract or vague concept … it’s real … it speaks to people. It’s not a competitive advantage … it’s a competitive imperative.