Culture is how things are really done around here.
And how things are done is often the result of a story. For example, the story of the employee who got yelled at for holding a shipment after he feared that the product inside was defective. Now, no one holds a shipment around here.
Which is why recognizing good behavior is so important. People doing the right thing must be celebrated. Their stories must be told so that everyone knows what we do around here.
HT to Seth Godin