In our society, culture is formed over the years from ideas, behaviors, various customs and traditions. In our businesses, the culture is formed by leaders values, industry trends, goals, environmental factors and sometimes assumptions whether true or valid. As culture is created, it can be reshaped and aligned with changes to the ingredients from which it was started or has morphed into. Defining your desired culture and then making the “Promise” to infuse it with energy is key to the future of growing your business and attracting the best talent in the marketplace.