Underneath all the sophisticated processes, Gerstner concluded, there is always the company's sense of values and identity.


"It took me to age fifty-five to figure that out. I always viewed culture as one of those things you talked about, like marketing and advertising. It was one of the tools that a manager had at his or her disposal when you think about an enterprise."

He added, "The thing I have learned at IBM is that culture is everything."

Underneath all the sophisticated processes, Gerstner concluded, there is always the company's sense