Roughly 14 years and five months in the making, finally we've got round to writing our book. How We Work With Culture tells our story - the important stuff and the weird bits and pieces. But why bother? CEO and founder Andy Crysell explains...

First up, an admission. Probably should’ve written this a long time ago. Not now, almost 15 years into the Crowd DNA story.

So why now? Well, better late than never. Also because, as we grow, as we become more global, communicating what we stand for becomes ever more important to get right. We can’t just hope that this will all drift through the ether, like we perhaps could when Crowd DNA was a handful of people sitting around the same table. Now we’re not even sitting in the same timezone.

Prior to creating How We Work With Culture, what’s in here had never all been put down on paper in the one place. It had been talked about in instalments. Shared in various presentations, workshops and company get-togethers. It had existed in the heads of various people (much of it in mine). It often ended up hidden away in the mysterious depths of our Google Drive.

What do we hope to achieve with this? To give our team, particularly new arrivals, a stronger sense of what we’re about. The confidence to dive into the wonderful messiness of working with culture. And if there are people outside of the business who are also interested in what we’re about, that’s great, too.

We hope it will demonstrate that, despite all of the aforementioned messiness, Crowd DNA has craft to it – something we can call… a way. We want to be seen as a unique proposition, and to define and inspire a next generation of cultural strategists. We think How We Work With Culture has a big role to play here, too.

But then in some ways it’s just nice to have the opportunity to tell our story. All of the things we chat about. The stuff we try to make sense of, and somewhat obsess over. The big strategic things, but then also all of the weird bits and pieces that make up our narrative. All of it, in its own way, is important.

With thanks to the entire Crowd DNA team, whose creativity and energy never fails to amaze. Special applause for Chloe Swayne for all of the fabulous design work (and perseverance) that went into creating How We Work With Culture. And to our group managing director, Dr Matilda Andersson, for her contributions here, but more so, for her commitment to Crowd DNA itself.

Andy Crysell, founder and CEO