In every company there should be something that sticks the things together – the identity, that you can feel and taste while browsing the office rooms, listening to the talks at the kitchen, calling the customer support or talking to a manager. The big problem for the employers now is that we are not willing to work for the salary only – we need something more. We have all heard about the research that show that money don’t work when you require some intellectual, creative work. Of course, your employees should be paid good, so they don’t think of money on the first place. Then the company culture, mission understanding and all that stuff comes.