How can companies move beyond purpose to guidance?

To paraphrase the late author Raymond Carver: What do we talk about when we talk about cultural leadership?

I ask because there are enough companies that are playing in and with culture as a means of engaging consumers that I think it's worth exploring what leadership in this area really means.  But first, let’s start by defining what I’m NOT talking about. I’m not talking about organizational culture. Nor is it about brilliant program execution.  And, in case you're wondering, I’m not talking about developing world-class arts and cultural institutions.  Rather, I'm asking a bigger, more aspirational question.

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