In a commentary, Professor of Corporate Communication (Education) and Dean of International Affairs at SMU, Ong Siow Heng opined that SMEs would do well to purposefully build a company culture that reflects their vision and resonates with staff. For a company's culture to endure, leaders must walk the talk, enable creative contribution to thrive and adopt receptivity to feedback. This will help in the long-term survival of the SME, regardless of whether it hopes to expand or remain its current size.