Why Culture Can Be More Important Than Your Creative. There comes a point in most creative firms where the work that your company is producing is credible enough that it speaks for itself; no one questions that the firm is talented and capable of handling most projects. In these periods of a company's creative development, the measure for whether or not a client wants to work with you is no longer predicated on how well you design—the decision becomes predicated on whether or not the firm is a "cultural fit." Rule29's, Justin Ahrens, explores why a company's culture is potentially the most important (and most elusive) element for success in the design (or any) industry and how to go about fostering the kind of company culture that employees want to be a part of and that clients want to work with.