Creating a data-driven culture has become one of the most common ambitions in business. It's written into strategies, discussed in boardrooms and increasingly sits alongside AI transformation plans. But what if organisations have been approaching it the wrong way? In this episode, Jason Foster, CEO & Founder of Cynozure, challenges the idea that culture is something you can create through awareness campaigns, training or communications alone. Instead, he argues that culture is the outcome of how an organisation is designed - from its incentives and decision-making processes to the systems, behaviours and leadership it rewards every day. Drawing on leadership theory and practical experience, Jason explores why organisations should stop trying to change the "shadow" and instead focus on changing what's casting it. He explains why making data easier to access, embedding evidence into decisions, rewarding the right behaviours and solving real business problems will naturally create a stronger data culture. As organisations race to become AI-first, the episode also offers a timely warning: don't repeat the same mistakes. Design the environment first, and the culture will follow.