---
id: "quote-culture-is-the-game"
type: "quote"
source_timestamps: ["§ Change Management"]
tags: ["culture", "change-management"]
related: ["claim-culture-is-the-game", "person-louis-gerstner", "concept-federated-ai-deployment"]
speakers: ["Louis Gerstner"]
quote: "I came to see that culture isn’t just one aspect of the game—it is the game. In the end, an organization is nothing more than the collective capacity of its people to create value."
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-foci-64-ai-broaden-customer-base"
sourceUrl: "https://hbr.org/2025/03/how-one-company-used-ai-to-broaden-its-customer-base"
sourceTitle: "How One Company Used AI to Broaden Its Customer Base"
---
# Culture is the Game

> "I came to see that culture isn’t just one aspect of the game—it is the game. In the end, an organization is nothing more than the collective capacity of its people to create value."
> — [[entity-louis-gerstner|Louis Gerstner]], former CEO of IBM (from *Who Says Elephants Can't Dance?*)

Used by the authors to underscore the primacy of change management in AI deployment. It grounds [[claim-culture-is-the-game]] and the rationale for [[concept-federated-ai-deployment]].