Culture by Design

How to Engineer Culture for Lasting Competitive Advantage

No single factor—not sales, marketing, finance, strategy, or operations—has more influence over the ultimate success of an organization than its culture. Yet for many leaders, culture remains frustratingly vague: everyone knows it matters, but few know exactly what to do about it.

In Culture by Design, David J. Friedman cuts through the fog and provides a clear, practical roadmap for intentionally creating a high-performing culture.

Built around a proven 8-step framework taught to thousands of leaders and applied in organizations around the world, this approach shows how to translate values into daily behavior, align teams around clear expectations, and drive consistent performance.

This updated and expanded Third Edition reflects Friedman’s most current thinking, with new chapters and refined guidance drawn from years of real-world application.

If you want culture to become a genuine competitive advantage—not just an aspiration—Culture by Design shows you how.

©2026 David J. Friedman (P)2026 David J. Friedman