The anthropologist that studies the culture is not part of it. They are forced to be separate. The scientist cannot be part of the experiment for it to be valid.
The same is true for people at a company. Being part of the culture is more important than understanding what the culture “is.” Culture could be shorthand for team or for friends. But regardless it is something organic that comes through the interactions of those that are part of it.
To truly succeed within a group you must be part of the culture. You can’t stand aside and expect things to simply include you. Inclusion requires an active engagement. That active engagement requires you to do things that are important to the group even though they may not be your preferences (culture really isn’t much different from a relationship at times).
Why is this important to this guy who tries to write about real estate? Because culture defines the success of relationships. It’s much harder to sell your services to those who are diametrically different from you and exist in a different culture that you do. Similarly, successful CRE starts at the team level. Everyone on the service side must be coordinated and moving in the same direction toward the same goal. Having a team that is running independently will always be less capable than one that is aligned.
Effort. That’s all it takes.