The document discusses how business culture can provide a competitive advantage through effective marketing and innovation strategies. It argues that culture should be viewed as a business process with clear direction provided through a well-defined vision and mission. A company's mission statement should clearly identify its target customer, core offering, and point of differentiation. Leading the organization with the right culture involves evangelizing both the customer and employee experience. Treating culture as a self-correcting process that is bottom-up driven, rather than top-down, can help condition the organization for necessary changes.