We're convinced that the secret weapon of industry-disrupting companies is a carefully curated culture, driven by real values that are personified every day, especially by leadership. Culture is complex because humans are always complex. We’re not taught in school — or in any other venue — how to understand each other at a fundamental level and align expectations and values. Building great cultures is complex, but not impossible! It requires an understanding of the drivers of human behaviour and leveraging methodologies and tools included in The Optimal Performance Formula©.