A great company culture impacts every aspect of your organization. You can think of your culture as the immune system of your company. It keeps your teams together, motivated, happy and productive. It enables faster decision making and better alignment of those decisions with company strategy. A great culture is the biggest competitive asset a company can have in the long run. Great culture plays a big role in attracting top talent to your company. Companies with great culture also enjoy strong employee retention numbers. In today's hypercompetitive marketplace, your company needs to out-innovate your competition to stay relevant. Innovation is the continual process of improving your current state. Company culture is the foundation of every company. Innovation cannot be forced and needs to systemic. Having a culture that encourages innovation will mean that each and every member of your organization is encouraged to experiment strategically and learn from potential failures and win. It can be argued that great culture could be a moat for your organization and can become your competitive advantage.