How do you create a winning company culture?

In today’s business landscape, purpose often extends beyond the product or service to include social responsibility and sustainability. How does your startup contribute to broader societal goals or environmental stewardship? Incorporating these dimensions into your purpose can deeply enrich your company culture, making it more attractive to like-minded talent and customers. It also provides an additional layer of meaning and engagement for your team, reinforcing the notion that their work has a broader impact. Make sure to include these aspects in your purpose statement and operational practices to truly differentiate your startup culture.

Values are a narrative that a Company and its leadership draws through continuous actions and movements to reinforce the core objectives that a Company and its people stand behind. A good example is Rihanna's Fenty Beauty and how their value system of inclusive products forced most cosmetics companies to add a whole new line of color and shade inclusive products into their line of cosmetics. Values are not standalone items, good to be stuck on a wall and forgotten about. The more the Company objectively puts these core values into action, makes itself visible through its value, the more defined these values and culture becomes to all its stakeholders, be its customers or its employees.

Once you’ve established your core values and what they mean in practical terms, consider setting up Key Performance Indicators (KPIs) that reflect these values. This could mean measuring team collaboration, customer satisfaction, or even community engagement, depending on what your values are. Similarly, create recognition systems that reward employees for embodying these values, be it through spot bonuses, shout-outs in team meetings, or other incentives. This not only emphasizes the importance of your values but also makes them actionable, providing a clear roadmap for your team to contribute to the company culture actively.

While hiring for fit is crucial, it’s also important to remember that a homogenous team can lead to groupthink and stifle innovation. Consider how diversity in backgrounds, perspectives, and skills can enrich your company culture and better align with your broader purpose and values. Create an inclusive hiring process that looks for candidates who bring something unique to the table, yet still resonate with your core beliefs. This nuanced approach to hiring can lead to a more dynamic, adaptable, and resilient team, thereby strengthening your company culture in a multifaceted way.

While providing resources and autonomy is crucial for empowerment, don’t overlook the importance of psychological safety in your work environment. This means creating a culture where team members feel safe to take risks, voice their opinions, and admit mistakes without fear of retribution. Ask yourself: Is your workplace tolerant of dissenting opinions? Is failure viewed as a learning opportunity rather than a setback? Ensuring psychological safety can lead to higher levels of engagement, increased willingness to innovate, and improved problem-solving, all of which contribute to a stronger and more resilient company culture.

Effective communication isn’t just about clarity and transparency; it’s also about making your messages memorable and impactful. Storytelling can be a powerful tool in this regard. Instead of merely listing goals or values, share stories that exemplify them. These could be stories of challenges your startup has overcome, milestones you’ve reached, or individual team accomplishments that embody your values. By using storytelling, you add emotional resonance to your messages, making them more likely to stick and deepen your team’s engagement with your culture. Ask yourself: What stories define us, and how can we share them in a meaningful way?

One thing that I personally believe is to be the vibe wrangler in your business. Please note: the responsibility to create a supportive, inclusive and enjoyable workplace culture can not and should not fall on one person by any means, but I truly believe that as individuals, we hold a lot of power to contribute to the workplace, add value and create the kind of environment that you want to show up to everyday.