The Culture Institute

Zurich, St. Gallen

Culture Change Through Covid-19

Interview Culture Code

Culture Code Presentation - Business Culture institute

Culture Code – Corporate Culture in a digital world

Rebels should be encouraged

Simon Sagmeister explains what traditional businesses can learn from digital champions.

What Tesla's leaked handbook tells us about its culture

manhattan skyscrapers

Book Launch: Culture Map meets New York

Business Culture Design book launch in New York. Check out our video.

Insurance goes agile

Danke, freut mich!

vor 6 Tagen, von Simon Sagmeister
Purpose Leuchtschrift

5 Things We Can Learn From a Purpose-Driven Organization

Digital Culture of Automotive Suppliers

Future Day Presentation - Simon Sagmeister - Business Culture Institute

Future Day


Digital Leadership Day

About us

Culture is an organization’s heart, mind, and soul.

Our mission: We change the way companies cultivate their corporate cultures and help them to thrive in a new world.

Corporate culture is our passion and our focus. As a think tank and consultancy based in Zurich and St. Gallen, we work together with our clients to make culture tangible — and to shape it. We support organizations in consulting projects, compact workshops, innovative trainings, and inspiring talks; but above all by sharing electrifying ideas, emotional experiences, and systemic leadership know-how.


Happy to
meet you

explore the team
Simon Sagmeister

Simon Sagmeister

Founder, Managing Partner
Frank Hermle

Frank Hermle

Managing Partner
Margarita Schulz

Margarita Schulz

Senior Consultant

Nadja Kaderli

Senior Consultant
Philipp Möller

Philipp Möller

Project Manager
Cornelia Hofer

Cornelia Hofer

Executive Assistant
eva pulkrabkova

Eva Pulkrabkova

Executive Coach
Dominic Veken

Dominic Veken

Associate Partner
Lin Jun

Jun Lin

Associate Partner
Andreas Netzle

Andreas Netzle

Special Advisor
Axel Jockwer

Axel Jockwer

Associate Partner
Marcel Bernhardsgrütter

Marcel Bernhardsgrütter

Associate Partner
Rita J. King

Rita J. King

Senior Advisor
James Jorasch

James Jorasch

Senior Advisor

Jochen Schilcher

Senior Advisor

Business Culture Design

Business Culture Design shows you how culture develops within organizations and influences them—and above all how corporate culture can be purposefully developed. Examples from the world of management and leadership offer unique insights into corporate cultures. The Culture Map makes cultural patterns visible and tangible—and helps you become and active Business Culture Designer.
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press commentaries
Anyone wanting to know what makes their business tick and looking to become the active designer of their own business success will find this to be the right (work-)book for them.
getAbstract recommends this original book to all executives looking to understand and steer their companies better.
Seal of approval – extraordinary!
Gesellschaft für Produktionsmanagement
Simon Sagmeister presents a colorful palette of typical cultural forms and explains how their various types diverge in their development. Readers will gain a new perspective on organizations, recognize green, blue, and purple cultural traits everywhere, and begin to consider strategy and culture as a unity.
Die Presse
The author succeeds in presenting the highly complex subject of corporate culture in a manner that is both clear and easily understood even by beginners. The book’s colorful design and its storytelling, which makes use of metaphor and diary entries to describe individual cultures, allows readers to quickly relate to the situations describes.
In his book, Simon Sagmeister presents the culture map, which was conceived with the aim of the describing all cultures that emerge in the context of organizations. Drawing on many examples and using numerous illustrations, the author explains how culture emerges in businesses and can be steered.
Haufe Personalmagazin
The many examples from other companies give food for though and provide leaders with rich material to become active designers of their corporate culture.
A comprehensive introduction to corporate culture with vivid examples and diagrams. Very attractively designed and visually well-executed.
Corporate culture – a fine-sounding term that is rarely brought to life. Simon Sagmeister wants to change that. He has condensed his own experience and expertise into 240 pages with the clear call to go out and design your own corporate culture.
For his concept, Sagmeister 'builds on the compelling ideas of great thinkers' across the centuries, which he has 'consistently combined, supplemented, and adapted to the field of corporate culture.' From Charles Darwin through Isaac Newton to Immanuel Kant, many a famous name pays a visit to the executive floor. Nature, too, offers many a lesson.
Simon Sagmeister’s book Business Culture Design is a major contribution to providing leaders with a pragmatic instrument – which is to say, on that they can use themselves and that describes reality – to analyze culture. Accounts of companies like Google, Apple, IBM, Amazon, and Zappos show that cultural analysis consists not of vapid retrospection ('Polaroid went under because…'), but instead that companies here and now receive practical advice on the management issues of the day.
Knowledgeworking for a living
In sum, it is fair to say that these new forms of culture design will help you steer your company towards the future better and more simply.
Hugo Bühlmann, KMU consultancy
The Culture Map is impressive in its practical applicability and clear logic.


We join with organizations to work on the leadership and management challenges to which corporate culture is key.

Cooperation Partner


Science House

Our friends in New York

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Good School

The school for digital education

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Simplexity Group

Our preferred partner for complexity management

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