This chapter explores the characteristics that define the US business culture and how readers can assess it. It looks at why it matters, how it manifests, what are the indicators to tell you it is functional (or not) and the forces shaping it (including technology, social attitudes, the intensifying American competitive landscape). Especially impactful are the generations in the workforce and expectations of each from their US employers, and how their demands are shaping the what, how and why of US company behavior.