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

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.

Rather than focus on trying to get a lot of customers to market yourself, really focus more on the actual product or service itself and existing users to, like, what would make them happier, what would make them come back more and more times or in our case buy more often.

A great brand is a story that never stops unfolding.

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

If you're focused on the friendship as its own reward, serendipitous stuff just happens. I know that sounds weird, but I can tell you for our 12 years of existence, it's actually how a lot of stuff happens.

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