The Culture You Want Won’t Build Itself

I’ve been thinking a lot about the word “culture”. I hear it everywhere—but do I (or you) even know what it means?

It’s one of those words that feels vague… until you experience it. Then, it becomes crystal clear.

You feel it in how people behave, how things get done—even in what’s left unsaid. It’s always around us, shaping how we move, live, and connect. And yes, sometimes we exclude others, too.

Culture often starts in a place—rooted in language, community, and shared history.

But even when you step outside your comfort zone, there’s something beautiful about recognising shared human behaviours that cross borders.

That’s where my curiosity really kicks in: business culture.

These little worlds built by a few… that grow into companies filled with people from all walks of life. And yet, somehow—they’re all working toward one mission.

I’ve worked across a few industries, but the truth is, I’ve only once really felt what it takes to get the culture right.

Building culture—and standing by it—isn’t luck. It’s work.

It takes courage.

It takes leaders who are honest about the tricky bits and bold enough to rally people anyway.

And when it works, it’s magic.

People don’t just work for a company—they believe in it. They live the values.

They move like they’re part of something bigger.

It’s almost like… a cult.

This Seth Godin’s quote hits deep every time I see hints of culture:

Or, as Airbnb’s Brian Chesky put it, “People who love the things that you do tend to become your marketing department.”

And I couldn’t agree more.

Culture isn’t about snacks and slogans.

People notice how things are done.

And they either speak up… or slowly grow to resent it.

It’s about making the right hires.

Setting shared values.

And committing to actually work together.

When it clicks, it’s like a finely tuned engine—sharp, fast, and purposeful.

Get it right… and everything else starts to follow.

Working in Internal Comms has got me asking deeper questions.

What does it really take to shape culture—whether you’re a marketer, a leader, or part of a team trying to redefine who you are?

Because this isn’t just a comms job.

It’s everyone’s job.

As part of the teams that support a business, our first responsibility should be to define what we stand for—the “us.”

Because culture doesn’t just happen; you have to design it.

Get the idea. Dissect it. Rebuild it—with the people around you.

Every single day, listening, tweaking, leading.

Culture isn’t yesterday’s news.

If anything, it’s more important than ever. In a world filled with options, we’re increasingly searching for others like us, doing things like us.

And in the business context, culture is the heartbeat. And it’s the one thing you can’t fake. Do you want to build a place people don’t want to leave?

Create a culture that not only attracts great people… but makes it easier for them to do great work—without the usual crap they have to deal with.