2.5 Shaping Corporate Culture for Innovative Response Research conducted by a Stanford University professor indicates that the one factor that increases a company’s value the most is people and how they are treated.70 In addition, many top leaders cite organizational culture as their most important mechanism for attracting, motivating, and retaining talented employees, a capability considered the single best pre- dictor of overall organizational excellence.71 In a survey of Canada’s top 500 companies, 82 percent of leaders said that culture has a strong impact on their company’s performance.72 Consider how an “employees first” corporate culture drives stellar financial performance at Southwest Airlines. Profitable every year since 1972, and touting the lowest ratio of complaints per passengers in the industry, Southwest offers industry-leading salaries and benefits, intense career development programs, and a commitment to diversity among its workforce. In addition, Southwest promotes a strong collaborative culture and fosters a good relationship with organized labor.73 At Southwest, a positive culture that reflects an intense commitment to employees results in a competitive advantage.