How can a company with strong culture avoid active inertia?
A strong set of values can be a very valuable thing. Its very important to reinterpret them, however, as the world changes. Apple has done a good job of this in recent years. Historically Apple’s values of relentless innovation and stunning design were interpreted as the company had to do everything itself. No partner had the same level of commitment to Apple’s values. But with the iPod, Apple has maintained the same level of commitment to the fundamental values of design but reinterpreted it to include orchestrating a network of companies aligned around those values. Just like religious values, a company’s values must be reinvigorated through reinterpretation to adapt to new circumstances. This does not mean abandoning the values or watering them down, just keep them updated and relevant as the world changes.
