Our belief is that if you get the culture right, most of the other stuff, like great customer service, or building a great long-term brand or empowering passionate employees and customers, will happen on its own.

Ask yourself: would you be comfortable printing everything your employees, customers & partners have to say about your culture?

For me, my role is about unleashing what people already have inside them that is maybe suppressed in most work environments.

Be true to yourself. If you follow that principle, a lot of decisions are actually pretty easy.

If there are too many competitors, even if you're the best it's a lot harder to win.

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

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.