Forget the unicorns and rainbows. We all don't have to sing "Kumbaya" to establish a good company culture.

"We think of good cultures as these places where people are happy, happy, happy all the time, where there's no arguments. That is not true. Good cultures are places where people have strong, vibrant, energetic arguments all the time." (Dan Coyle, Best-selling Author)

We won't be argumentative, but we always want to challenge to standard notions for driving success, and this time on Gartner ThinkCast, we look at what elevates the best groups and teams above the rest of us. Spoiler alert – it does not mean making everyone feel comfortable. Then, marketing guru, branding expert and author Afdhel Aziz helps you elevate your brand above the noise in today's marketplace: "Know your purpose. Know why you exist as a company beyond just making money."

And many companies are taking the approach of, "Ask not what you can do for our brand. Ask what our brand can do for you." But Gartner expert Rick DeLisi says you might want to ask it differently: "It already feels like a smarter, more contemporary, most sophisticated approach. The problem is, so many companies are taking the same, exact approach simultaneously, it's real hard to differentiate."