In today’s episode of Work Matters, Thomas Bertels welcomes Ali Cini, the managing director of BCAT partners. Explaining his Brand and Culture Alignment Toolkit (BCAT), Al unpacks how asking the incorporating question - "Who are we when we're doing our best work on our best day?" - starts the process of aligning an organization towards a shared positive role model and purpose. Al highlights the benefits of focusing on this collective best self and how it delivers an aligned brand and culture that positively impacts performance and sense of purpose.