Fortunately, there are many straightforward ways to positively shape culture: * Establishing a strong vision--"Our north star, our vision for the future, is X" (see Chapter 3). * Defining a clear set of values--where your organization sits along the various cultural dimensions, e.g., "Our organization values taking calculated risks, even if they fail." * Reinforcing that vision and those values through frequent communications--including at all-hands meetings and through team-wide broadcasts. * Creating processes that align with that vision and those values--such as how you decide on hiring new team members. * Leading by example--making sure leaders adhere to the norms and values you want everyone else to adhere to. * Establishing traditions--gatherings that celebrate stated values, such as holiday celebrations, group volunteer events, or recurring award ceremonies. * Fostering accountability--e.g., reviewing previous experiences for lessons learned in post-mortems (see Chapter 1) or giving honest feedback on performance reviews. * Rewarding people for exhibiting exemplary cultural behaviors--giving them promotions, awards, etc.