Exclusive Book Trailer by David J. Friedman
David J. Friedman’s work challenges the way most organizations think about culture.
Instead of treating culture as something abstract or aspirational, his approach focuses on something far more practical: behavior. What people do, every day, in the moments that matter.
Through his books, David shows leaders how to translate values into clear expectations, build accountability into daily operations, and create consistency across teams, without relying on motivation or personality.
The result isn’t just a better culture. It’s a more aligned, more accountable, and higher-performing organization.
Reviews
“This may be ONE OF THE BEST BUSINESS BOOKS I’VE EVER READ. A must read for any CEO.”
“If you read only one book to learn how to create a culture that ENGAGES
EMPLOYEES AND GETS RESULTS, read Culture by Design.”
“…this book is truly GROUNDBREAKING.”
“In 20 years of business coaching, David Friedman’s work has been
THE SINGLE MOST IMPACTFUL IDEA presented to my members.”
The latest edition of Culture by Design reflects what leaders are facing today: hybrid teams, shifting expectations, and the challenge of maintaining consistency without proximity.
This updated version expands on David’s proven 8-step framework, offering clearer guidance, new examples, and deeper insights into how behavior change actually works.
It provides leaders with a practical roadmap for turning culture into a system, one that drives accountability, strengthens alignment, and delivers measurable business results.
Because culture doesn’t happen by chance. It happens by design.
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TWO FREE CHAPTERS
The widely acclaimed book that launched it all
Fundamentally Different introduces a powerful idea that culture is not what you believe, it’s what you do.
In this book, David outlines a practical system for defining the behaviors that drive success and embedding them into the fabric of an organization. Rather than relying on values posters or one-time initiatives, leaders learn how to create a culture that shows up consistently in hiring, onboarding, coaching, and daily decision-making.
This edition reinforces the idea that lasting culture change isn’t about inspiration, it’s about intentional design and disciplined execution.
“It is the most logical and practical process
I have seen for building a great culture.”
“…simple but powerful principles.”
“Fundamentally Different Rocks.”
“Great book – simple but powerful principles.”
“…an ABSOLUTE must read!”