In 1993, while studying for his doctorate degree, Bob was given the book The Image of the Organization as a gift by one of his professors, John Thelin. Gareth Morgan is the author, and it has turned out to be one of his favorite books. In an early chapter, Morgan makes the “organization as organism” argument. He stresses that organizations should be viewed as living organisms that depend on proper nourishment for their growth.

In addition, Morgan believes that certain “species” of organizations are equipped to handle only the rigors of certain environments. He uses the analogy of a polar bear. A polar bear is equipped to live in the artic. Its body and living patterns (behavior) are designed to allow it to survive in a very challenging environment. The notion of “pure culture” evolved from this premise.

Pure culture is a microbiological term that describes “a nourishing medium that promotes the growth of one strong organism." This example, of course, is a metaphor for one fully, functioning organizational culture that is constantly clarified, nourished, and encouraged so that it can withstand the rigors of its environment.

It is absolutely critical that an organization be designed to execute strategy that will allow it to survive the challenges created by its internal and external environment. To build and sustain a “pure culture” that is aligned with strategy requires all the leadership and organization drivers to be moving in the same direction. One unethical decision or bad hire, or mixed message from the senior leadership team can upset the balance of the culture and put it at risk. At the same time, there must be constant nourishment placed in the hands of the employees. Nourishment is supplied to the organization through training, rewards, celebrations, mentoring, and authentic coaching from leadership.