Culture doesn't come later because at the end of the day, any organization is simply a bunch of people working together. There are desks, machines, tools, computers, processes, paperwork, titles, etc. but it's just a bunch of people figuring things out together. So if you haven't discussed or explicitly worked on your internal culture -- it's not that there's non, it's that there's already one and you don't know it. And from my readings, it seems that cultures are hard to revert.
The text hits home when it talks about customers. I spent most of days working with entrepreneurs and marketing managers. As an entrepreneur and a marketer myself, I try to spend as much time in the real world - wherever that is - where rubber hits the road. But it's hard. And we get trapped thinking inside our little bubble. We forget to talk with and take feedback of people who actually pay us to do work. Hint: you VP is not your customer, even if she/he might responsible for your next promotion.
It amazes me that people who are creating new services, building new products, brainstorming about new things to market, etc. spend so little time hanging out with their customers and talking to them. Honestly talking with them. Or just listening if you're really shy.
In bigger organizations (or organizations where you're not interacting with your client all day), it goes back to the culture that is in place. So here's the hard question and a few answers from NOBL's essay: