I have often seen businesses put more focus on strategy, whilst inadvertently underplaying the power of culture, in building a profitable and innovative operation. For me, culture is all about the ‘way of life’, that comprises of mindset, actions and values of a group of people. The most important thing about culture is that it is the only sustainable point of difference for any organisation. Your strategy can be copied, but nobody can replicate your culture. Culture comes directly from the behaviour of the leaders, and it is their duty to involve and inspire the entire organisation.

I have learned that the best way to demonstrate culture, especially working with the Nordics, is just be yourself. There are no filters better than being genuine, candid and honest in your approach.

To support my statement, let me share an episode I experienced last year, while hosting a large customer delegation from a Nordic company. After a long day at work, filled with meetings, reviews and demos, everyone was happy to step out to get some fresh air and head for dinner. That day we did not have enough vehicles to accommodate everyone ‘comfortably’ hence it was imperative for some of us to squeeze into the third row of the SUV, one with very little leg-space. SO, the question was, “Who will sit on the last row?” Perceptibly, as hosts we started to move to last row and give middle and front seats to our guests. Quickly assessing the situation, one of the guests proposed why don’t we play Rock-paper-scissors and decide who will go on the back rows. Our guests lost and happily took the most uncomfortable seats. This was perfectly normal act of equality and fairness; the core values of Nordic society.

Experiences such as this make my belief stronger that in this increasingly commoditised services business, company culture is vital to create winning customer experiences; one that goes beyond strategy, value proposition and demographic alignment.