To create a winning culture, you must form a coherent team that is alive, awake, attuned, and committed. In any organisation, there are key players—individuals who set the tone and the culture. Effective Management offers tips for them to become the instruments of change. Culture means commonalities that exist among people with shared interests. The keys in this book will help managers support teams of people who rise to the occasion, solve problems proactively, and take advantage of positive opportunities. The results will include growth, improved profits and other measures of efficiency, a rewarding culture for all those on board, and the delivery of fair and equitable value to your customers.