Your brand is your culture.

Your culture is your brand.

I think the most important thing is just if you hire people whose personal values match the corporate core values - and not just the stated ones.

Help shape the stories that people are telling about you.

I'd rather spend money on things that improve the customer experience than on marketing.

Get the culture right, and everything else just falls into place.

We decided that if we get the culture right, most of the stuff, like building a brand around delivering the very best customer service, will just take care of itself.