ABSTRACT
This chapter emphasizes the value within an organization of talking to individuals. The participants could appreciate the strategy of interviewing a number of individuals in different roles in the organization in order to put together a composite piece of the culture. Feedback also comes from the external environment in the form of economic conditions, consumer needs, legislation, and so forth, and from this source come messages about how the environment is changing. The organization is the doughnut in the middle trying to balance the pressures for change from within and without. A project team in a large business might contain financial, planning, technical, marketing, and personnel functions in order to complete a project successfully, but there will be a natural tension between loyalty to the project team and loyalty to the beliefs and values of the function. The independence of functional or professional discipline thinking is essential to a project team, as is the interdependence of its members.
