You can partner with or hire the best people in the world. You can work on the greatest product/service idea ever. It all will go nowhere if you don’t have a great culture.

Your culture will determine how much energy people put into their work. Your culture will determine the attitudes of everyone in your company, how they interact with all stakeholders. The more you care about what you’re making and creating, the better your work will be. And you want all your employees to care about the company as much as you do.

This doesn’t happen by accident. It’s driven by your culture. Companies with a great culture attract people who have passion for what their employer is creating. And they are passionate about making their company’s brand their own.