Culture is water to a fish and air to a bird. The fish and the bird can’t touch the water and the sky but it’s the very reason why they are able to fully live.
There are two young fish swimming along and they happen to meet an older fish swimming the other way, who nods at them and says,
“Morning boys. How is the water?”
And the two young fish swim on for a bit and eventually, one of them looks over at the other and goes,
“What the hell is water?”
The water is the Culture in this case; it matters yet we can take it for granted until it’s gone. A great culture helps you attract great people( staff, clients and partners) It’s the ultimate competitive advantage that no other organisation can duplicate. Take care of it.