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Introduction. Organizational culture refers to the underlying beliefs, values, and assumptions held by members of an organization, and the practices and behaviors that exemplify and reinforce them. Some aspects of organizational culture, such as individual behavior and group norms, are very visible. "Working hard," "dressing conservatively," or "acting friendly to customers" are aspects of cultures that are easy to observe. Other aspects of culture are harder to observe, since they represent the invisible assumptions, values, …

…core values and captures the hearts and minds of the organization, while providing guidance and direction. Strategic Direction & Intent. The organization's plan to "make their mark" in their industry. Clear strategic intentions convey the organization's purpose and make it clear how everyone can contribute. Goals & Objectives. A clear set of goals and objectives can be linked to the mission, vision, and strategy, and provide everyone a clear direction in their work.