Culture is the integrated pattern of human knowledge, belief, and behavior that depends upon man's capacity for

learning and transmitting knowledge to succeeding generations... the customary beliefs, social forms, and material traits of a racial, religious, or social group. Culture means many different things to different people: the clothing, the food, the values, the laws, the beliefs, the music and dance, the material things, the language, the art, the medicine or healing practices, the shared history, the kinship system (whom you consider to be family), the stories, the hairstyles, the economic system, and much more, of a group of people. Families, neighborhoods, ethnic groups (groups of' people from the same part of the world), religious groups, regions, countries, all have their own cultures. Culture is constantly changing as people and places change.

We live on a small planet with many cultures. Sometimes it is difficult to understand someone from another culture because we have not taken the time to listen to what they believe, and because we assume that they should believe what we believe. Learning about other cultures helps us live together and respect each other's ways of life, without misunderstanding or hurting each other.

Much has been written about the importance of corporate culture. Heck, I devoted a chapter to it in my book, NO YELLING, and I talk about it regularly in my conversations with business leaders. Corporate culture matters. But if that is the only kind of culture you think about, you are missing some important nuances. Harvard Business Review recently wrote about lessons learned from the military. This type of article is not new, but they approached the culture aspect in a way I have never seen. They talked about the differences between the four armed services. Of course, we all know the Marines differ from the Air Force, but the article delved deeper into these differences. It talked about the tradeoff between process and flexibility. The Navy and the Air Force, it said, are process-driven, with a very clear command-and-control structure; the Army and the Marines are more about succeeding in the fog of war through mission-type orders and adaptive leadership that allows flexibility in combat. Both approaches are highly effective. Gallup polls continue to rank the military as one of the most trusted organizations in America. This trust, coupled with on-the-job success, leads businesses to recruit from the military. Clearly, I think this is a good thing. But consider the broader aspects of culture and the process/flexibility tradeoff before you make that hire. There are three types of culture you need to know about:

1. Industry culture: In the case of the four armed services, their industry is the military. Your industry may be construction. 2. Corporate culture: This explains the ways in which each branch of the military (or each construction company) is different from the others, as in the Marines vs. the Navy. 3. Occupational culture: Accounts for differences in positions within a company. For example, a pilot in the Marines is not the same as a grunt in the Marines. The people in your accounting department do not have the same responsibilities as the people in project management. So, how does all of this relate to you? First, if you only select people based on industry experience, you may be making a huge mistake. I see this all too often: a quick look at the resume confirms the candidate has the industry experience you are looking for. You convince yourself before you even meet them that they are exactly what you need. This halo effect causes you to ignore red flags during the interview, and you end up hiring someone who does not fit well in your organization. Conversely, if you dont pay attention to corporate culture when you look for a job you are making a big mistake. Next, you cannot lead everyone in your organization the same way. You know this when it comes to individuals, think about it with regard to groups of people, too. The folks in estimating need to be led differently than the electrical linemen. The payoff in this nuanced approach is a workforce that is more receptive to your input. Finally, when you pay attention to culture, you make more money. Denison Consulting of Ann Arbor, Michigan found that the average return on equity for firms scoring low in culture is 6 percent. That ROE shoots up to 21 percent in firms with a strong culture. Industry, organizational and occupational cultures are all important. As the leader of your organization or work group, you are directly responsible for the organizational culture. But you also operate within an industry, so you must be aware of the broader aspects there, too. To fully realize the benefits of culture, you must also nuance your approach to fit the occupational culture of a given work group. This may require that you do things a little differently to maximize your effectiveness, but the payoff is worth the effort.

Identifying the Cultures Around You

Examples of culture can be seen everywhere around you.
Corporate Culture

Culture at work can be shown in a variety of ways including how people dress, how the offices are designed, how the employees are treated and the way the company interjects its culture into its products services and how it projects itself to its customers.

An office might be casual or formal in design. Employees may be encouraged to dress casually to encourage a feeling of equality and to encourage comfort and productivity. Management might project a caring and personable attitude by sending cards and gifts to employees on key dates in their lives such as birthdays, marriages, births and deaths of family members.

The caring and personable attitude of management may be projected to the customers through a high level of service, personal recognition of key customers and corporate involvement in community and charitable organizations. The design and location of the offices may relate to the employee's seniority with more senior employees having larger offices or cubicles which are located the furthest from the door. The attitudes and ways in which people act are an example of the corporate culture at your office.
Culture of Diversity

You may live in a town that is very accepting of people of different races, genders, sexual orientations and national origins.

The community calendar may be filled with festivals and events that include community members from different races and national origins. The local library may provide informational seminars and research materials for citizens born in other countries. There might be multiple sports options for citizens of both genders and all ages. The agenda of the city staff, local businesses and religious organizations may promote a wide variety of exciting shopping, educational and religious experiences. These actions would be examples of a culture of diversity.
Popular Culture

The activities of the citizens generate the popular culture. What you listen to, what you read, what you wear and how you speak are all examples of your popular culture.

The favorite music of the culture may include artists on the Billboard Top 100 or from the newest pop stars on YouTube. Best selling books and popular films can play a big role in shaping the opinions and experiences of a culture. Interaction through social networking can provide the vehicle for people of all ages, races, interests and genders to quickly communicate and share their ideas. Fashion trends can be a bellweather of both the current culture and the direction in which a popular is moving. Casual clothes may relect a more relaxed culture while fast-moving, quick-changing trends may echo the fast-changing cultural trends.

Language is a key way to communicate the goals, thoughts and experiences of popular culture. Multiple languages, slang expressions, new words for new experiences can all work together to decribe the current culture. All of these things are examples of popular culture.
Foreign Culture

You might visit a new country and marvel at the way in which people in that country talk, think or act.

The language of a country binds together the citizens of a country and can allow for their effective communication. Dialects and accents can help identify the various subcultures within a country. The way a country approaches their culture is often reflected in how they spend their collective time, money and energies and may be reflective in how they establish their laws. The etiquette and customs of a country can play a key role in developing the appearance of a country. How a country acts is an important factor in the country's fashion, language, family lives and business-to-business dealings. The beliefs of a country, both religious and historical, are often at the core of a country's culture. These are examples of exposure to a foreign culture.

Recognizing Examples of Culture

You may not think about being exposed to these different examples of culture every day, but you intuitively know that there are certain attitudes, feelings and ideas that exist when you go to a certain place. You can also instinctually tell the difference between different cultures.

Going to a stuffy and formal law firm is always going to have a different feeling than going to a casual tech start-up. Going to a progressive place like Amsterdam is always going to feel different than going to a very conservative country such as a Muslim country in the Middle East. These attitudes, feelings, ideas and things that you perceive as you go about your day are all examples of culture. These examples relate to the type of culture defined simply as shared attitudes, values and beliefs of a people.

This type of culture is important because it helps you to learn how to think, act and feel if you want to fit in with the mainstream. It also explains why you might experience culture shock when you suddenly move to a new country or start interacting with a new group of people who have very different attitudes and beliefs from the ones you are used to.

High Culture and Sophisticated Taste

While one definition of culture relates to the attitudes and beliefs of a group of people as a whole, there is also another definition of culture as well. This definition refers to high culture - culture, in this sense, refers to having what has come to be known as "sophisticated" taste in the fine arts or humanities. Examples of this kind of culture include:

An appreciation for opera A love of classical music Enjoying the ballet Attending art exhibits Reading fine literature such as the classics An appreciation for gourmet food and wine Ironically, people who embrace "culture" of this type might tend to look down their noses at popular culture. The so-called "cultural elite," therefore, often like to separate themselves from the culture as a whole.