Culture is easy to sense but hard to measure. The workhorses of culture research--employee surveys and questionnaires--are notoriously unreliable. Studying the language that employees use in electronic communication has opened a new window into organizational culture. New research analyzing email, Slack messages, and Glassdoor postings are challenging prevailing wisdom about culture. Some of the findings: (1) Cultural fit is important, but what predicts success most is the rate at which employees adapt as organizational culture changes over time. (2) Cognitive diversity helps teams during ideation but hinders execution. (3) The best cultures encourage diversity to drive innovation but are anchored by shared core beliefs.

Culture is assumed to play a pivotal role in organizational success and failure. In contrast to prevailing top-down perspectives, this article proposes an approach to studying culture that accounts for myriad organizational subcultures, how individuals fit into those subcultures, and the causes and consequences of shifts in culture and cultural fit. The language through which people communicate with colleagues offers a powerful lens for studying cultural dynamics and its relationship to individual, group, and organizational success. This article describes a burgeoning stream of research that uses language as a window into culture and discusses its implications for managerial practice.