Ben Horowitz is out with a book called What You Do Is Who You Are, that emphasizes the power of culture, rather than technology or money, as a driver of business success.

One of his most intriguing insights is that powerful cultures are built around what he calls “shocking rules” — rituals and practices that are memorable, so “bizarre,” that people inside the organization “encounter almost daily” and that people who hear about them wonder why they are necessary.

Horowitz’s argument is as simple as it is powerful: You can’t create something unique and compelling in the marketplace unless you first create something unique and compelling in the workplace. Truly great organizations work as distinctively as they hope to compete.