One of the major challenges for most startup and high-growth companies today is no one is responsible for company culture. The CMO is responsible for marketing, the Chief Product Officer for product and so on, but there is nobody with the explicit responsibility for culture. Culture management is not yet considered to be an essential part of a startup’s key disciplines, but it will be. Competition will result in the culture requirements of a startup becoming more demanding and somebody needs to take responsibility. If your competitor can demonstrate a clearly defined culture – well thought through values, mission and vision – and you can’t do the same for your company, who is the candidate more likely to join?