1) A great culture doesn’t start with great perks. It starts with paying people what they're worth. 2) Failure must be repositioned as an opportunity to grow. True failure is refusing to try or refusing to learn. 3) Remember, introverts may prefer to process quietly, whereas extroverts may prefer discussing publicly. Ensure all voices are heard. 4) You must normalize disagreement, challenge, and questioning as necessary mechanisms to uncover the “truth”, rather than to “win”. 5) In great cultures, leaders don't hoard power. They distribute it. Autonomy isn't a threat to leadership; it's the lifeblood of innovation. 6) A strong company culture isn’t about uniformity; it’s about unity in diversity. Reject diversity and end up with a monotonous symphony. 7) Work-life balance isn’t a perk, it’s a necessity. If you want to optimize performance on the field of play you have to optimize performance off the field of play. 8) Asking for help and feedback shouldn't be taboo, it should be encouraged. Fail to create such a culture, and you're failing to foster growth. 9) If your people can’t describe your culture, it’s not because they’re uninformed. It’s because your culture is undefined. 10) Culture isn't what you say, it's what you do. Ensure your actions don’t contradict your words. 11) The fastest way to kill your company culture is by tolerating toxic behavior. Bad behavior isn't a culture issue; it's a leadership issue. 12) People don’t leave companies, they leave bad managers. Leadership development isn’t optional, it’s vital. 13) In strong cultures, leaders focus on enabling their team's success, not their own. When the team wins, the leader wins. 14) Trust is the currency of culture. It's earned slowly, spent quickly, and once lost, incredibly difficult to regain. 15) A vibrant culture isn't about everyone agreeing. It's about everyone aligning - on values, vision, and the journey ahead. 16) Culture isn't an HR function, it's a leadership function. Leaders must create, role-model, and protect “the way”. 17) Great cultures are empathetic cultures. Build a culture that cares. 18) Your organization isn't a family, it's a team. Families strive to stick together no matter what. Great teams are optimized to win at all times. Build teams, not families. 19) True culture isn't about "fit". It's about "add". Do the people you hire add to your culture, bringing unique perspectives and experiences? 20) Culture isn’t just about work. It’s about creating an environment where people can become their best selves, not just their work selves. Remember, building a strong culture is not a one-time project. It's a never-ending journey.