It’s impossible to talk about culture without taking behaviour into consideration.
You can read a book, spend time investigating what type of culture is a winning culture, have consultants come in and tell about the frameworks they have studied. But at the end of the day, culture is what you do. Culture is what the people around you do. Culture is in the actions and details.
That’s why it’s important to build cultures with examples. And in the long term, I am more and more convinced that coaching, both internal and external, is the only way to spread the culture as the company grows and the market changes.
Learning about culture is great, as it gives you the basics to discuss it in your organization and go about it strategically. Yet, remember that culture is not telling and cannot be commanded. Culture is action.