Why is it that many of the same companies appear repeatedly on lists of the best places to work, the best providers of customer service, and the most profitable in their industries? In their new book, The Ownership Quotient, HBS professors Jim Heskett and Earl Sasser and coauthor Joe Wheeler assert the answer lies in recognizing that strong, adaptive cultures can foster innovation, productivity, and a sense of ownership among employees and customers. They also outlast any individual charismatic leader. But how can you as a manager create and nurture that special culture? In the following excerpt, the authors outline the top 10 lessons of the best practitioners, from ING Direct to Build-A-Bear Workshop to Harrah's Entertainment.