We all think we know what corporate culture means. But are our beliefs fact or fiction? This three-part series will tackle the most pervasive culture myths. In this installment, we’ll find out if culture is tangible—or even necessary.

Myth #1: It’s Good to Have a Strong Company Culture, But It’s Not Imperative

A strong company culture is not just nice to have—it’s essential to the success of the organization. Simply put, culture is the environment where we work and make decisions. It sets the standard for what behavior is acceptable and expected, as well as how we treat colleagues and clients. Culture reminds us why we go to work every day, and helps us find meaning in our jobs beyond what we do and sell.

Consider, for example, someone who sells insurance policies. If this person works for a company with a strong culture, then she knows she’s selling more than a policy. She’s helping people purchase peace of mind, because she’s ensuring that their property and families are safe. Insurance takes on a whole new meaning when looked at that way.

Similarly, a strong culture encourages employees to be passionate about what they do. It prompts them to constantly ask:

• Am I making a difference at work?

• Am I making the world a better place with what I’m doing?

• Is what I’m doing worthwhile?

Employees realize that it’s not about features and benefits; their goal is to enhance the overall customer experience. In fact, a strong company culture creates stories about great customer experiences that then reinforce the desired culture. If this isn’t imperative, then I don’t know what is.

Myth #2: Culture Is an Intangible Commodity

Culture is like the wind; you can’t see it, but you can feel it. You can measure its strength and observe the impact it has on your surroundings. Harnessed correctly, it creates its own energy, but it can have devastating consequences if used poorly.

You may not see the culture in your organization, but you can certainly feel it and see its impact—both positive and negative. It must be used to increase employee engagement and energy, create unique customer experiences, and increase productivity and profitability. This leads to a workplace that is full of people who are happy and producing positive results—reducing turnover and making your organization an employer of choice.

You can get a feel for a company’s culture pretty easily; for instance, you can tell if the employees are happy and excited about doing their jobs or doing just enough to get through the day. Culture influences our decisions on where we want to do business. Culture is very tangible.

In the next installment, we’ll discuss why a culture needs to be fluid and how employees play a role in shaping it. Stay tuned.