What happens to culture during a growth phase?

I've watched this happen in almost every growing organisation. When headcount doubles, the informal norms that held things together suddenly don't scale.

You were small enough that everyone knew how you worked. New people picked up the vibe from being in the room. You didn't need to write things down because the founder was there modelling the culture.

Then you grow. You have teams that don't interact daily and new people that don't have the origin story.

Culture fragments. One part of the leadership team lives the values you espouse, another part has drifted. A new team has no idea what "the way we do things here" actually means.

Leaders often respond by trying to install culture – writing values, running team days, communication campaigns. I've rarely seen that work. You're trying to replace something organic with something institutional, and people feel it.

Have you seen this?