Christoph Becker Corporate Culture Has Become the Most Powerful Force in Forging Partnerships Companies are no longer judged on what they say, but rather on what they do. That is why whatever goods or services you are selling, business will always be better and more sustained when people buy into your culture first. Your Company’s Value Hinges More on Emotion Than Data Every business decision has a twin called justification. Justification’s role in business life is to make the decision look smart and protect it from criticism. That’s why justification loves data. The Whole Culture of a Business Should Be Built on Its ‘Why’ Business. The word used to conjure up dreary images of briefcases and pressed shirts. Customers Want Emotional Connections, Not Data Dad, I have a dream. I want to sell my ideas.” I was 13 years old. My father looked at me in the way parents sometimes look at their crazy children and said, “Son, I think we have a problem.” Voice: Intimacy as Opportunity There is no doubt that these are the best times to be in the ideas business. This is a time of propelling progress on almost all fronts. We have to invent ourselves not every year but almost every month. The comfort zone is the killing zone, and we have to live and think in constant change mode.