“Don’t fuck up the culture” was Peter Theil’s response to Brian Chesky, CEO of Airbnb, when asked what the single most important piece of advice he had for Airbnb. Chesky was surprised, to say the least, by Theil’s admonition because he had just received $150M from Peter in a Round C investment. When Chesky wrote about this exchange in a recent post, Scott Berkun replied describing the flawed thinking in the response.

Scott Berkun‘s post discusses how, “culture is the willing behaviors and beliefs of a group of people”, and culture is directed by what the CEO of any organization does and not says. He goes on to say that Hiring, Firing, Rewarding, and Punishment are the four ways a CEO can affect corporate culture. His choice of words sparked a flurry of conversation on twitter since many people have their own thoughts about corporate culture. For example, Villi Iltchev trumps Brian Chesky by saying ,“Self awareness eats culture for lunch”.

Self awareness is a very powerful tool, because if you understand your own feelings and desires you can lead much more effectively, there is no disputing the fact; However, my own reaction to Theil, Berkun and Iltchev is the most powerful tool in your arsenal is “EMPATHY” and while Culture eats Strategy for breakfast and Self Awareness eats Culture for lunch, Empathy eats Self Awareness for Dinner.

Empathy. It has the power to transform corporations, political systems and nations and rule all other emotions. We simply need to look at a couple of well-known examples to verify the power of empathy. Two of the most profound leaders of our time Oprah Winfrey and Nelson Mandela.

Oprah grounded her entire career in being empathetic to the American experience. And America gave back as evidenced in her ability to transform a single TV show into a media empire. Her track record now spans decades, national boundaries, and wildly diverse interest groups.

Oprah created one of the most successful companies ever run by a woman, donated countless time and money to children across the globe, while simultaneously generating enormous wealth for herself, all born out of “empathy”.

Nelson Mandela is arguably the most empathetic person in contemporary history. The measure of his empathy is best in evidence when he expressed empathy for his white oppressor and did not wish them to be in his position.

“I have fought against white domination, and I have fought against black domination. I have cherished the ideal of a democratic and free society in which all persons will live together in harmony with equal opportunities. It is an ideal which I hope to live for, and to see realised. But my Lord, if needs be, it is an ideal for which I am prepared to die.”- Defence statement during the Rivonia Trial, 1964

Nelson Mandela went on to change the face of a nation after being released from prison in 1990, to become the president of South Africa and the rest is history. The Merriam Webster dictionary defines culture as, “the beliefs, customs, arts, etc., of a particular society, group, place, or time” and not the beliefs of a CEO or President. So while a company appears to be lead by the CEO it is only done so with the approval of the people and in order to make sure you “don’t fuck up the culture” you must listen to the feelings of your people with empathy.

Culture and self-awareness are important, but are trumped by “empathy”. If you do not want to “Fuck up the culture’” then you need to lead with empathy so you always understand and can share the feelings of the people. That is the essential ingredient in building not only great companies, but enduring cultures, and nations that change human history.

I’m an entrepreneur at my heart and soul who believes in creating better lives and experiences for people. You can find out more at about.me/austinlutz .