This book reveals the development, expression and potency of organisational culture and identity. With an emphasis on diagnosing culture and its underlying beliefs and assumptions, the book also shows how sport cultures can be reinvented, rebuilt and redesigned so that they create a productive, high performance organisational environment. This book is for readers who want to destroy the tyranny of tradition that keeps organisations in the managerial dark-ages, and transform clubs, associations, agencies and businesses into powerful collective identities.