Information Technology Reference
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Figure 4-2. Three levels of culture.
First, what will a visitor see, hear, and feel? Artifacts include architecture, interior design and
layout, technology, process, work style, social interactions, and meetings. Who's the boss? How
can you tell? Is there music? Are people talking? What do they wear? Where do they sit? When
do they eat? What makes 'em smile? Artifacts are easy to see but hard to decode. The art on the
wall is visible but what does it mean? Why's it there? Artifacts aren't answers, but they raise
good questions.
Second, what are the mission, vision, and values? How about goals, strategy, brand? Websites,
annual reports, and those colorful posters so artfully framed in the lobby offer a place to start,
but interviews with insiders are the only way to the truth. Espoused values are hard to miss yet
often inconsistent with behavior, which is why we need “informants” to help us see what's
really going on. If teamwork is a core value, why are individuals so competitive? If the organiza-
tion is user-centered, why doesn't anyone talk to users? It's vital to listen carefully as insiders
may not know or be willing to tell the truth. Dissonance and its justifications serve as keys to the
invisible culture. Entry is earned by paying attention.
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