Culture is not something what we have in our hearts. It is not a set of our beliefs. Culture is a set of actions. Who you are is what you do. Culture is how and which decisions are made, especially if no one sees.
We have beliefs and Principles and we will do everything to make them working. We leverage shocking rules to make it clear.
For example, if one is not following the Rule to be the client of the product her is building - her would not be able to build it.