The holder of this badge attended the September 2026 ICology Campfire, a 90 minute peer discussion for internal communications practitioners on comms' role in organizational culture. Campfires have no slides and no panel. The room runs on what the people in it bring, and participation means contributing, not listening in. This session opened from bink's *Culture at Work* research: 94% of practitioners say leadership alignment is one of the biggest drivers of organizational performance, while only 14% say their own senior leaders treat culture as connected to performance at all. Participants worked through: - the distance between stated values and observed behavior - why most organizations name more values than anyone can remember - how recognition and promotion systems teach employees what a company actually rewards - what happens to culture during a merger - whether strong cultures need a rival to unify against Examples came from healthcare, financial services, manufacturing, agriculture, professional services, technology and government, including an 83 year old credo that lists responsibilities rather than values, a culture redesign run through employee listening, and a recognition program quietly rewarding the opposite of the behavior it named.