This book is for readers who want to destroy the tyranny of tradition that keeps organizations in the managerial dark-ages, and transform clubs, associations, agencies and businesses into something of greater value. It reveals how to create cultures delivering strong attachments and high performance. However, our task is not as simple as it appears, since culture and its mirror image identity, present slippery concepts. Securing an early agreement on exactly what constitutes culture, and how it works, remains essential before we proceed any further. In short, organizational culture and identity comprise the shared values, beliefs and assumptions that influence the attitudes, habits, customs and behavior of an organization's members.