Corporate culture is a huge part of what makes a business successful.

There’s a statement that no single business professional would ever challenge. The problem, of course, is that cultures are often hard to control, understand and nurture. Sometimes they happen in an organic way, and sometimes they come from a strong management team. There are instances when an individual’s brand is the corporate culture (Steve Job, Elon Musk, etc…), and there are instances when the culture is affected by outside forces. All of us struggle with corporate culture. How to define it. How to work it. How to make a corporate culture work towards better business results. When we look at some of the more interesting brands, we often marvel at the perks and benefits that come along with it (and how it attracts and retains the talent). A lot of the attention over the past few decades has been given to Silicon Valley, when it comes to newish kinds of corporate culture. As “present” at Twitter is, it is still a relatively new organization that is growing at a massive click, as it struggles to maintain their corporate culture, while evolving with the realities that come with being a publicly traded company.

Can your business think like Twitter?

Earlier this week, Fortune Magazine held its 2015 Great Places To Work Conference. With that, the event featured a very interesting (and in-depth) conversation with Twitter CEO, Dick Costolo, about how the company has changed, how they maintain culture and how transparent they really are (both to the public and to their employees). Fortune Senior Editor, Christopher Tkaczy, does a great job of probing and dissecting Twitter. Within this interview also lies many interesting tips, tricks and strategies that any business can apply, as they adapt to the digital transformations that we all face on a daily basis.

Twitter sounds like a great (and transparent) place to work…