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Better teamwork requires perpetual mutual helping, within and across hierarchical boundaries

But what I’m talking about is something much more profound and essential: knowing how to work with one another as equal partners in an operational setting.

Because they think that to change culture, you simply introduce a new culture and tell people to follow it. That will never work. Instead, you have to conduct a business analysis around whatever is triggering your perceived need to change the culture. You solve that business problem by introducing new behaviors.