Too many organizations overlook their internal cultures – until they’re confronted with apathy, turnover, territorialism, and other signs of a culture gone bad.

The truth is your organization’s culture is an element of everything you do, and proactively setting a strong positive culture is one way to help ensure your own success. Just one look at the performances of noted corporate culture proponents Zappos, McKinsey, Facebook, and others should be enough to get any organization to stop and seriously consider whether it is doing enough to foster the right kind of internal culture.

These days there’s no shortage of corporate culture evangelists. So what are people saying about the importance of building the right kind of corporate culture?

“Just about any business advantage you pride yourself on can be copied by a competitor. The culture of your company is the exception to this rule.” – Micah Solomon, High-Tech, High-Touch Customer Service: Inspire Timeless Loyalty in the Demanding New World of Social Commerce

“People will typically be more enthusiastic where they feel a sense of belonging and see themselves as part of a community than they will in a workplace in which each person is left to his own devices.” – Alfie Kohn, Punished By Rewards: The Trouble with Gold Stars, Incentive Plans, A’s, Praise and Other Bribes

“Your brand is your culture.” – Tony Hsieh, Delivering Happiness: A Path to Profits, Passion and Purpose

Even if your organization has never considered your culture proactively before, it’s never too late to start.

Culture change occurs when people think, act and interact differently. There’s no shortage of ways to start to shift your organizational culture – every communication and interaction presents an opportunity to improve.

We’re understandably partial to the potential power video provides in helping you foster the right kind of culture. Video offers a simple, familiar means to touch every aspect of culture change – thinking, acting, and interacting – in an engaging way that can include every member of your organization.

How does video enable all that? Here are just a few examples:

• Video makes subject matter experts more accessible – and helps your subject matter experts share their knowledge more easily for social learning.

• Video makes communication faster and more engaging, allowing executives and managers to connect more easily and be more transparent with employees.

• Video helps every employee create and share presentations, highlighting ideas and building off one another to drive incremental innovation.

• Video is just plain fun, and offers 1,001 options for boosting workplace enjoyment, and creativity.

The bottom line: video empowers your employees to learn faster, share more easily, and be heard all across your organization. That empowerment affects change in corporate cultures—change that is real, welcome, and meaningful—and lasts a long time.