Why Culture Isn’t Just a Buzzword—It’s Your Business Model

There’s a relatively simple concept in business that more companies should get right:

Take care of your people, and they’ll take care of your business.

Simple, right? Yet so many organizations still miss the mark.

When we started Brand Blvd nearly 20 years ago, we didn’t have a fancy playbook. We weren’t chasing tech trends or growth hacks. We just knew what kind of business we didn’t want to build. One where people felt replaceable. One where culture was an afterthought.

So, we focused on what mattered: the people.

That belief was the foundation. And it still is.

Nearly two decades later, I’d argue it’s even more important today than it was back then.

Because no matter how much technology changes, businesses are still built on people.

When People Feel It, They Give More

Stats are great, but we all know this from experience:

• When someone feels safe to speak up, they do.
• When they feel respected, they invest more of themselves.
• When they feel valued, they stay. And they grow.

Gallup tells us that highly engaged teams are 18% more productive and 23% more profitable. Deloitte says every $1 invested in mental health returns $4.70. And the best workplaces? They consistently outperform the market.

But this isn’t about numbers.

It’s about what drives them.

“Employees who feel safe, respected, and valued perform at a higher level. They don’t just comply—they contribute. They care because they feel cared for.”

That’s the return on culture. And it’s one of the smartest bets you can make.

The COVID Lesson I’ll Never Forget

If I think back to a time when our culture was at its strongest, it was during COVID.

It was fucking difficult. For everyone. In their own way. Whether it was fear, uncertainty, financial stress, burnout, or isolation—everyone was carrying something heavy. And yet, through all of it, there was this unspoken agreement among our team: we're in this together.

Our mission was simple: survive. Pay the bills. Protect each other. Keep the lights on. And that clarity? That shared struggle? It brought us together in a way I’ll never forget.

Coming out the other side, it felt like we’d been through battle together. A new bond had formed. The kind you don’t get from team-building retreats or Slack kudos. It was real. Earned. Lived.

When people believe in the mission—and they trust the people leading it—they’ll run through a brick wall for you.

Like the Kool-Aid Man. Just less messy.

And that kind of trust? That kind of connection? That’s culture.

It doesn’t come from a handbook. It comes from showing up, shoulder to shoulder, when it matters most.

One Quote That’s Always Stuck With Me

“People don’t care how much you know until they know how much you care.”

It’s simple. It’s true. And I’ve seen it play out over and over again.

It doesn’t matter how smart you are or how much experience you bring to the table—if your team doesn’t believe you care about them, you’ll never earn their trust. You won’t get alignment. You won’t get buy-in.

And without trust? Nothing sticks.

The best leaders aren’t the ones with the answers. They’re the ones who listen. Who care. Who show up.

When people know you care, they’ll go further than you thought possible.

What Culture Really Takes

We often overcomplicate it. But I’ve learned great culture is built on a few fundamentals:

1. Real Core Values
Not just nice words—they’ve got to be lived. They have to guide who you hire, what you reward, and how you lead.

2. A Clear Vision and Why
People want to know where the company is going and why it matters. Give them that, and they’ll move mountains.

3. Radical Transparency
Even when it’s hard. Especially when it’s hard. Trust is built on truth, not spin.

4. Safety to Speak Up
The best ideas often come from the quietest corners. Create an environment where everyone feels heard.

5. Accountability and Appreciation
High standards and high support can absolutely co-exist. It’s not soft—it’s how you win.

And Yes, Culture Starts at the Top

As the President & CEO, I know this better than anyone.

It’s not HR’s job.

It’s mine.

The way I show up, the way I communicate, the way I make decisions—it all sets the tone.

And if I’m not intentional about building the kind of culture we want, then I’m allowing one to build itself.

People. Always People.

The world is changing. Fast.

But here’s what won’t:

Businesses are built on people.

If you want to grow, invest in them.
If you want to innovate, listen to them.
If you want to lead, care deeply.

Because in the end, your people will always be your greatest competitive advantage.

And how you treat them will define everything else.

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