The success of an organisation is heavily reliant on the alignment between its culture and strategy. While strategy defines an organisation's long-term direction, culture determines how things get done within the organisation. A misalignment between culture and strategy can have severe consequences, both financially and reputationally. Despite this link, many organisations fail to develop a deep understanding of what their culture is, could be, or needs to be in order to drive their strategic ambitions. It’s time to dig deeper.