By Ramsey Naja, former CCO of J. Walter Thompson MEA
It’s a lovely word, that of “company”. The original meaning may have been lost over time, but it remains, at heart, something to aspire to and cherish, nurture and grow. In its Latin roots, the word referred to a body of friends – soldiers mostly – who share their bread. As such, it exudes a warm feeling of togetherness in the face of adversity, not to mention the kind of complicité that comes with values and eventually traditions.
For a company, in the modern sense, these values and traditions translate into what is generally described as “the culture”. Whether it is one of excellence or barefaced mediocrity, every
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