http://keep.curtiscomp.com/html/snapshot.php?id=16517934404796
The part of this chapter is mainly talking about the company called Geek Squad which is a customers technique support company for Best Buy. The company was found by Stephens, and was mainly collaborating with the Best Buy to serve the customers. The company has a lot of unique cultures to let customers feel that they are very professional.
For the service part, the clothes of their customers agent wear and the car they drive all have to follow the specific rules, it is very precisely and amazing.
On the other hand, Stephen's company also has some special cultures, For instance, normally the business concept would be hiring the best people to do the job they need, however, instead of that, Stephen's company is to find a way to train and motivate their employees to be better in order to fit the job.
Another interesting story is about how they discover the suitable tools for his employee to communicate with each other. Originally , Stephens want his employees to use the wiki to discuss the problems and learn from each other, but he found the motivation for people to use the company's wiki is very low, and he cannot find the reason why. After that, he asked one of his employee, he discovered that they had already had a discussion platform - "Battlefield 2 online", a online video game for people to fight to each other.He took his time to play this game with his employee, he found that they really discuss when they was playing, and he decide that if they rather use this to discuss things , why should he force them to obey the company's rules. So, he decide to set up some new rules in order to let his employee play happily and work perfectly.
To be conclusion, Stephens thinks that the company culture is very important and need a lot of time to be cultivated into a ideal situation.
Also, every time when he wants to set up some rules for his employees to communicate to each other or any other new rules for his company, maybe he should observe his employees first, because they may already have self orchestrated rules between them. He only need to modify the rule a little bit to make it perfectly. I think that it is the important concept in this part, because it tells us that company should see what is the real stuff employees need. The best way to improve company is not force employees to change their original thought, the way is to observed first, and make the change base on what they already have.

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