Cultural revolution? Is ‘culture’ becoming just another buzzword?

What do we really mean when we talk about creative ‘culture’? In this, the first of a regular column, managing director of the Berlin School of Creative Leadership Jamshid Alamuti wonders if it’s not just another buzzword

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I’m about to fly to the near east to run a workshop for a group of 50 creatives. They’re coming together from 11 different companies, under the roof of a global holding company.

“The programme must match our culture,” I remember the CEO mentioning. Looking at the list of participants, I count at least nine different countries of origin from three continents. So whose ‘culture’ are we talking about?

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