I was going to paste an extract and then add a bit of erudite (!) Woodreed commentary but then when I read the full piece again (see link) I'm really not sure it can be bettered. And how to choose which extract from a piece crammed full of great quotable quotes?
Perhaps the only thing to add to this cracker of a piece about the power of culture is the B word - that's the B word as in brand. Internal cultures are created when people inside an organisation behave in a way which is aligned to the brand values. Not just any old values picked at random from the Motherhood and Apple Pie Book of Corporate Values, but values which are grounded in a clearly defined and differentiated brand which has a solid proposition relevant to its target audience.
So I'm with you Brian Chesky all the way on this - just so long as we don't forget it's the brand values that lie at the heart...
"By upholding our core values in everything we do. Culture is a thousand things, a thousand times. It’s living the core values when you hire; when you write an email; when you are working on a project; when you are walking in the hall. We have the power, by living the values, to build the culture. "