Culture eats strategy for breakfast. It doesn’t matter how great your plans to introduce a new product to the market are if your culture weakens execution. Culture is how things get done around a company. Great leaders focus on the work culture their leadership helps create as much as they focus on business strategy.

What mistakes should you avoid if you want a work culture that achieves the results you need? Below is a list of the 10 most common ones.

1. Focusing on resistors
The biggest trap I see leaders make when building culture is focusing on those who are resisting it. The logic goes something like this: “If I can get the resistors to support the culture, then everyone will support it.” Unfortunately, this only alienates those who want to help you build a high-performing culture.

2. Undervaluing purpose
It’s human nature to want to be part of something bigger than ourselves. Purpose helps us aspire to our goals and call on our best selves to do our best work. Cultures that undervalue purpose dismiss human nature and build weaker cultures.

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