Many organizations tend to overemphasize strategy – at the expense of culture. Management experts, however, argue that culture is more important than strategy in creating a sustainable competitive advantage. This is because strategy – contrary to culture – can be copied easily. HauCon A/S is a perfect example of a business that has understood that culture beats strategy. The Scandinavian company nurses a corporate culture which is based on credibility, competence and flexibility and which ranks attitude ahead of skill when hiring staff.