At Commerce Bank, if you recall, within the first ninety seconds, new hires learn that they (1) are part of a crazy tribe of congenitally happy people, (2) have a responsibility to go find others like them, and (3) must answer the phone with an attitude of "Wow!" In these three simple gestures, clocking in at less than two minutes, employees internalize what matters to the company. The firms that hand out binders in the first ninety seconds of orientation β what have they communicated as being important? The bureaucracy? Companies that really get it start the imprinting process in the recruiting phase. At this point, of course, it's part communication and part alignment. You want to identify people who are likely to be good cultural fits, but you also want to start making it clear what you're all about.