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

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?


Bristol but would consider flexible working for the right candidate


Leeds or London with travel to Leeds Min 3 days a week