Culture is a word everyone in the corporate world uses, but few understand. What we do know is that companies with strong cultures outperform their rivals in everything from customer engagement to employee retention. Culture works.

So how do you ‘get culture’? David Reeve, author of Unleash Culture, has made corporate culture his career. He’s won 45 major awards for helping companies reboot and upgrade their culture, counselled companies from startup to Fortune 500, and made the workplace a happier place for thousands of us.

I spoke with David on how to develop a corporate culture, the impact it can have, and how strong culture translates into a powerful brand.

Enjoy the interview!