Culture Like Waves, Ever-Moving

For Leaders and Creators–A Reflection on Purpose and Influence

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In anthropology, culture is central to all human exchange, shaping everything from social norms to collective identities. Traditionally defined as the shared values, beliefs, and behaviors that connect people within a group, culture permeates every aspect of human life. These elements suggest a framework that seems fixed, but in reality, culture is anything but static. It constantly absorbs new ideas, adapts to social pressures, and responds to external forces that reshape it over time.

At its core, culture flows; it shifts like water, influenced by external forces that guide its direction. Here, I propose a new analogy to capture this movement:

"Culture is always in motion, like the sea stirred by the moon’s gravity. When leaders and creators move with purpose, people gravitate toward them, resonating with shared intent—and in that movement, culture emerges, never still, always moving." — Abhishek Singh

This view of culture invites us to see it as a guided flow rather than a rigid construct. Purpose-driven individuals—leaders and creators—act as the gravitational forces that direct cultural movement. Through their influence, culture finds and gathers people, aligning them with a shared intent that furthers the movement, paving the way for its next form.

Are you thinking: What, then, is culture at its foundation?

What is Culture?

What you do is who you are(thank you, Ben!)—something you already know, but when we think of “culture,” we’re often picturing vibes, values, and the little things that bring us together. Anthropologist Clifford Geertz once called culture a “web of meaning,” which, if you think about it, is fundamentally a connective tissue among people. Culture is what makes us feel close to each other, whether it’s sharing laughs at a family gathering or coming together for a holiday celebration. These bonds aren’t just in the big moments—they’re woven into our everyday actions, beliefs, and shared experiences.

But here’s the thing: How do we find that same kind of bond in, say, a creative project with our audience? Or with peers at work? This is where purpose comes in. When our work taps into something people care about, it becomes part of their story too. Take a great album, for example—it resonates with millions not just because it sounds good but because it offers listeners a chance to connect. Whether it’s joy, emotional release, or themes they relate to, purpose-driven work has a way of creating a shared experience.

In that sense, culture goes beyond what we see on the surface. It’s the framework that holds meaning for us as individuals and as a community. It’s why certain things, like a timeless piece of art or a moving speech, stick with us. They’re not just standalone experiences; they’re threads in the larger tapestry of culture, inviting us to feel, reflect, and remember together.

Purpose as Culture’s Guiding Force

Culture can not be set, at least not forever! As people align around purpose-driven individuals, they contribute to a living, breathing culture that reflects their collective identity. Purpose, then, becomes the invisible hand that guides culture’s flow, allowing it to shift, expand, and adapt while remaining grounded in shared values.

Just as the tides are shaped by gravitational forces, culture is directed by the intentions of those who hold influence. When individuals with clear purpose move, they bring others into resonance with their vision, creating a flow that carries us all forward.

Conclusion

At its core, culture is a guided flow, ever-moving and always adaptable. Through the admirably contagious influence of leaders and creators, it becomes a vessel for collective meaning—a web of connections that unites us as individuals and as a community. This dynamic rhythm is what gives culture its life, sustaining it through constant change and renewal.

But culture isn’t something we simply observe from a distance. Each of us, in our way, contributes to its movement. When we act with purpose—whether by leading, creating, or sharing meaningful experiences—we add our own threads to this vast tapestry. Every intentional action, every piece of art, every effort to connect, brings depth and resonance to the culture we share, ensuring it stays alive and responsive.

In recognizing this, we see that culture is both a gift and a responsibility. It invites us to engage with purpose, to shape the flow rather than merely follow it. And as long as we continue to bring intention into our work, our relationships, and our expressions, culture will keep moving—always in motion, always meaningful, and always ready to evolve with us.