You want to start with the objective of everything should feel exactly the same.

The key to culture is it's a framework for making decisions. And if it's baked into your culture, people learn how to make decisions across that culture without you ever saying anything. You never have to really do anything except watch and promote and move people around.

Treat customer support as a product.

Create tools that enable people to make decisions at the same level, ideally, of fidelity that that you would make them yourself.

You need to simplify the value proposition in the company's metrics for success on a whiteboard.

Possibly the most important thing you do is actually edit the team.

Barrels are very difficult to find. But when you have them, give them lots of equity. Promote them, take them to dinner every week, because they are virtually irreplaceable because they are also very culturally specific. So a barrel at one company may not be a barrel at another company. One of the ways, the definition of a barrel is, they can take an idea from conception and take it all the way to shipping and bring people with them.