People in the lower ranks have more impact in the organization's culture. Leaders should look at lower-ranked colleagues and pay close attention to the behaviors that modify group norms.

By getting them on-board, you could grow influence and add value as well. They believe that they are subjected to situational pressures in a way that higher-ranking members aren't. So moving forward, whom you hire, fire, reward, and promote send big messages and have weight in affecting the culture.