In life, we design from the outside in. Take skyscrapers, for example. The placement of interior support beams are determined by external factors like wind and gravity. How about the movie industry? Films are written as a reflection of external society, its values and plights. Products are designed to solve problems. Books for their readers. Buildings for their environment. Building from the outside in seems like a fundamental rule of human creation and construction. So why do we throw it out when designing our company cultures?