While individuals operating individually can choose whatever values and principles they like, when working in a group the people must agree on the group's values and principles. If the group is not clear about them, confusion and eventually gravitation toward the population's averages will result. If the group's values and principles are clear, their way of being (i.e., their culture) will permeate everything they do. It will drive how the people in the group set goals, identify problems, diagnose problems, design solutions and make sure that these designs are implemented. While having a clearly conveyed great culture is important, that's only half of the magic formula. The other half is having great people -- i.e., people who have the values, abilities, skills that fit the organization's culture.
Fleshing Out This Way of Being
The best advice I can give you is to ask yourself what do you want, then ask 'what is true' -- and then ask yourself 'what should be done about it '.