20 Oct How to Build Community in a World Obsessed with Culture

When you think about the biggest buzzword in business, what comes to mind? For me, it’s the term “culture.” 

We’ve been told for decades that if we can just get our culture right, everything else will fall into place. It’s presented like a magical solution – “Get your culture right!” – while simultaneously being completely opaque in exactly how to do that. 

Just ask five people to define what culture is in context to their business, and you will likely get five completely different definitions full of vague or aspirational words they seem to parrot back.

Leaders talk about shaping culture, protecting culture, or even “fixing” culture ALL THE TIME.

But here’s where I believe the problem lies in this thinking… 

Culture is rooted in values, and values are personal. And now more than ever, values can be polarizing. The opposite environment of what we’re trying to create in our organizations. 

What brings people together isn’t values, but purpose. That’s why I believe in focusing on community over culture. 

A community is built on shared purpose. It’s the place where individuals rally around what needs to be done and align their energy toward a vision bigger than themselves.

We call the practice of building that kind of community Hiveology™. It’s the art and science of harvesting collective intelligence so teams can align, execute, and grow.

What Is Hiveology™?

Hiveology is more than a metaphor. It’s a method for helping organizations achieve their vision for growth and profitability by drawing on the intelligence of the group.

Every person has a role to play. Every perspective matters. And when those perspectives connect, they generate insights and momentum that no single leader can achieve alone.

A study out of MIT backs up this idea. 

An MIT Sloan review found that when teams engage in regular, authentic dialogue about purpose, commitment rises measurably.

The Core of Hiveology™

At its core, Hiveology ensures alignment across five vital areas of organizational life:

1. Business goals & objectives

2. Leadership & management

3. Stakeholder engagement

4. Customer experience

5. High-performing teams

It’s about turning many voices into one plan that people see themselves in and want to carry forward.

Why Community Beats Culture in Strategy Rooms

The difference between culture and community shows up most clearly when decisions need to be made.

Culture Debates Stall Progress

When conversations are rooted in personal values, discussions can spiral into disagreement. Leaders may find themselves stuck in debates that slow momentum and distract from the bigger picture.

Community Creates Momentum

Shared purpose gives people common ground. It clarifies tradeoffs and accelerates decision-making. When leaders build community, they invite people to co-create the path forward. 

Even if the final decision doesn’t perfectly match an individual’s preference, people are more likely to support it because they understand why it matters. Hiveology creates that sense of belonging and translates it into real execution.

How Hiveology™ Shows Up in Organizations

While Hiveology is a mindset, it also shows up in tangible ways:

• Strategic Planning. Providing guardrails that end “management by reaction” and keep teams focused on long-term growth.

• Leadership Development & Coaching. Equipping leaders with the behaviors that carry teams through the turmoil of change.

• High-Performance Team Alignment. Helping teams build around nine critical attributes that drive results.

• The Birkman Assessment. Bringing insight into people’s needs, motivations, and stress behaviors to improve communication.

• Meeting Facilitation. Designing and guiding critical meetings so they harness collective intelligence instead of stalling in politics.

Each of these solutions is strengthened by Hiveology’s core principle: decisions are stronger, stickier, and more effective when built in community.

Make the Shift from Culture to Community

The fixation on culture isn’t going away any time soon. It still shapes how people show up. But when leaders anchor their organizations in community, they create resilience, unlock energy, and accelerate execution.

Hiveology is about more than good conversation. It’s about building the kind of community where shared purpose turns into clear decisions, measurable outcomes, and sustainable growth.

In a world obsessed with culture, maybe it’s time to build community instead. If you’re ready to start using this approach in your organization, let’s talk.