It is an old truism that a man is measured by the company he keeps. We believe this because we understand that what surrounds a man, what he keeps near and esteems as of value, is an extension of his inner life. This includes his friends. The kind of people he is drawn to, the brand of character he feels comfortable with, says much about the man he truly is.

If this is so, then it must also be true that a company should be measured by the culture it creates. Culture. It means “what is encouraged to grow,” the “behavior and ways of thinking that are inspired.” Despite what a company’s advertising may boast, aside from what mascot it adopts or the slogan it uses, it is what is inspired in the life of its people that is the most important indicator of how noble a venture that company may be.

This brings us to Guinness.