The new generation of the workforce places high importance on company culture and values. Company culture drives to achieve business goals. The new generation excels when their personal values visibly align with that of the company. Sub-cultures define the pace of excellence, profit and impact. They differ between groups, scope of the project and geographic locations. Subcultures such as data-driven decision-making, adaptability, continual learning, and aspiring for excellence require a road map and plan for cultivation. Organizations without such a systematic implementation agenda tend to perform low, result in low team motivation and lose sight of the big picture Short- and medium-term packages in building organization culture and subcultures address the entire organization or leadership team. Culture construction could be at the startup, annual review programs, to accelerate growth or to address team dissatisfaction. Executive coaching is available to leader/s to build their personal brand as culture builder.