Organizational culture has ceased to be an abstract topic and has solidified as one of the main business strategies. In a scenario where resilience and productivity are vital, companies that prioritize culture reap more focus, engagement, collaboration, and alignment, thereby delivering more sustainable and consistent results. Others pay a high price: with declining results, rework, low productivity, silos, and talent loss.
According to Mariana Damiati, partner-director of Culture and Organizational Transformations at Crescimentum, culture has a direct impact on team performance and results delivery. “Culture is what guides difficult decisions and shapes behaviors daily. It’s no use demanding performance if leaders don’t set an example or build clarity on how it should happen,” she says.
It’s worth noting that practical evidence shows that well-cultivated culture generates more cohesive environments, with greater autonomy and protagonism. When people clearly understand what is expected of them—not just in goals but in attitudes—they deliver more. This is not idealistic rhetoric: it’s management based on consistency, coherence, alignment, and purpose.
“Culture lives—or dies—in the hands of leadership. Every decision, every piece of feedback, every choice or omission communicates and reinforces what is truly valued. Therefore, culture and leadership are inseparable and go hand in hand,” explains Mariana.
The executive also highlights that culturally misaligned environments lose speed, and in today’s market dynamics, this can become a real risk that may compromise companies’ competitiveness. On the other hand, strong and well-established cultures, in addition to guiding behaviors, play a fundamental role in fostering a sense of belonging and connecting daily activities to the company’s purpose, increasing motivation, improving organizational climate, e-NPS, talent retention, and directly impacting performance indicators.
“The biggest mistake organizations make is treating culture as a side project or a secondary topic. Culture is one of the most powerful business strategies to generate sustainable results. And this only happens when leadership becomes visible, consistent, and present in everyday decisions,” concludes Mariana.
