Originally published in 1992, Gideon Kunda's ethnographic study of a high-tech corporation altered the discourse on organizational culture. "Tech," the firm being studied, was a firm on the rise and saw itself as a leader and ground breaker in the rapidly growing high-tech industries of the 1980s. But as the firm grew, it began indoctrinating its tried-and-true hard-work formula in aggressive and unhelpful ways.