Culture: 10% Seen, 90% Experienced – The Iceberg Model of Organizational Culture

When we think about organizational culture, it’s tempting to focus on what is visible: the mission statements, the office layouts, or the company perks. But these outward expressions are just the tip of the iceberg. Beneath the surface lies the larger, more impactful part of culture—the lived experiences of employees, the unspoken norms, and the shared values that drive behavior.
This concept aligns with the Iceberg Model of Culture, which highlights that most of what defines a culture is hidden below the surface. While understanding the definition of culture is important, true progress comes from embracing how culture is created. To thrive, organizations must prioritize adaptive leadership—leaders who “get the right things done” for their people and the organization’s goals. Let’s explore what this means.

These elements are important because they signal what the organization claims to value. However, they don’t necessarily reflect what employees experience in their daily work lives.

The 90% Below the Surface: This is where the true essence of culture resides. These are the implicit, often unspoken aspects, such as:

The hidden 90% shapes how employees feel, behave, and engage with their work. If the below-the-surface culture contradicts the visible signs, employees will perceive the organization as inauthentic.

Shifting Focus: From Defining Culture to Embracing Its Creation

Organizations often spend significant time trying to define their culture—crafting mission statements, outlining core values, or designing team-building activities. While these efforts are valuable, they only address the visible part of the iceberg. The real challenge lies in nurturing the unseen aspects of culture.

To navigate this challenge, leaders must focus on creating a “safe harbor” for employees. A safe harbor is an environment where:

Creating this kind of culture isn’t about words—it’s about actions. It requires leaders who understand that culture is shaped by what people experience every day.

How Culture is Created: Adaptive Leadership

Culture doesn’t happen by accident. It’s created and sustained by leaders who model the values they want their teams to embrace. These leaders are often referred to as adaptive leaders—individuals who can navigate uncertainty, drive change, and prioritize both people and results. Here’s how adaptive leaders “get the right things done” to build a thriving culture:

1. They Lead by Example: Adaptive leaders embody the values they want to see. For example, if collaboration is a core value, they actively seek input from their teams and break down silos.
2. They Prioritize Psychological Safety: Employees are more likely to innovate and perform when they feel safe to speak up without fear of retribution. Adaptive leaders create this safety by listening actively, acknowledging mistakes, and fostering open communication.
3. They Communicate for Understanding: Communication in an adaptive culture goes beyond delivering a message—it’s about ensuring understanding. Adaptive leaders focus on clarity and alignment, tailoring their communication to resonate with their teams. They continually measure the effectiveness of their communication not just by how many people heard the message, but by observing behavior change or the successful implementation of new systems, processes, or habits. For example:
   • If the organization rolls out a new customer service process, effective communication is seen in how well employees adopt it and deliver better service to customers.
   • If a new initiative is launched, leaders assess success through team alignment and execution, ensuring that communication supports organizational goals.

In this way, communication becomes a tool for fostering alignment, driving behavior change, and ensuring that the culture is one of continuous improvement.

1. They Align Goals with Values: Culture thrives when organizational goals are aligned with core values. Adaptive leaders ensure that decisions and actions reflect the company’s deeper purpose, not just short-term metrics.
2. They Empower Their Teams: Instead of micromanaging, adaptive leaders trust their teams to take ownership of their work. This empowerment boosts engagement and reinforces a sense of shared responsibility for the organization’s success.
3. They Stay Flexible: Adaptive leaders understand that culture isn’t static. They remain open to feedback and are willing to adjust their approach as the organization evolves.

Why Adaptive Leadership Matters for Culture

At its core, culture is a living, breathing entity. It’s not something you can set and forget. Adaptive leaders recognize this and actively contribute to shaping the 90% of culture that lies beneath the surface. They understand that their actions—not their words—define the employee experience.

For example:

In contrast, adaptive leaders align their behavior with their words, creating consistency and trust. They also use communication as a means of fostering understanding, ensuring that employees not only hear the message but see its impact in actionable ways that support the organization’s goals.

The Invisible Power of Culture

Organizational culture may be 10% visible and 90% invisible, but the invisible aspects carry the most weight. Employees don’t just observe culture—they experience it. They feel it in how they are treated, how decisions are made, and how leaders respond to challenges.

Rather than fixating on defining culture, organizations should focus on creating it. This requires adaptive leaders who are committed to getting the right things done—for their people and for the organization’s goals. By fostering trust, empowerment, and alignment, and by communicating in ways that drive understanding and measurable change, these leaders build a culture that not only looks good on the surface but thrives at its core.

In the end, culture isn’t about what you say. It’s about what you do—and how you make others feel. The iceberg may be 90% hidden, but with the right leadership, its foundation can be solid, resilient, and deeply impactful.