In the early phases of an organization, a company’s vision comes directly from its early leaders; it is very much their personal vision. To become great, however, a company must progress past excessive dependence on one or a few key individuals. The vision must become shared as a community, and become identified primarily with the organization, rather than with certain individuals running the organization. The vision must actually transcend the founders.

The first thing you ought to do if you’re the new person in charge is nothing,” says Schacht. “I have learned this over and over again. Resist the temptation to ‘hit the ground running.’ It is absolutely almost certain to be wrong.” He stresses this is even true in a crisis situation.

An identity crisis knocks a company’s compass off kilter. It clouds its people’s ability to make clear decisions, to choose which route to take, and to allocate the proper resources. How can you hire the right people if you don’t know what you’re hiring them to do? How do you know which projects and products to support if you don’t know how they will ultimately fit into the whole?

Almost every leader will say that their lodestar is defining their business focus, which comes down to what you can do to build long-term value. “If anything, what the last few years have taught us is that building long-term value is critical for any company,” says Dave Peterschmidt. “If the company is going to be in there for the long haul, it has to understand the core value it brings to the market and the reason for its existence in a crowded marketplace. Then you can do an assessment to get the company tracking toward long-term values.”

Think of that assessment as conducting a reality check of the operating environment. If you want to get the company tracking toward long-term value, consider what conditions pertain that will help or hinder you. The answers will shape your short-term agenda.

How people actually go about their works, how decisions are made, who gets promoted, how employees interact with one another, what motivates them - these are the things that really count. What makes things especially tricky, especially for an outsider, is that as with real cultures of any type - from corporations to schools, towns, and even nations - most of the really important rules are not written down.

The place to start assessing a culture is to listen, really listen, to how employees describe a place. We believe that within most generalizations there lies an inner core of truth.

If your people don’t know what the direction is, they won’t know where to go. The result: Energy dissipates, momentum slows, morale plummets, and the company drifts. It’s not a pretty picture. Making sure everyone sees the same picture and then understands what that picture means, Parson says, requires “more contact with people, more opportunities to meet them, and more communication.