I'd been in a job where I had a great culture and I looked forward to coming to work every day.

And I'd been in jobs where I had a terrible culture when I felt like I dreaded work every day.

And I said, if I'm going to start a company, I want it to be a place that makes it makes people's lives better and makes them excited to come to work rather than the opposite.

I always wanted to have a company with a great culture. I did not always have the

skill. Culture is a reflection of the person at the top. So if you want a certain kind of culture,

you need to be a certain kind of person that emulates that culture. The culture will never be

kinder than the leader. The culture will never be more direct than the leader. The culture will

never be harder working than the leader. And so the leader has to emulate the culture. The culture will never be more direct than the leader. The culture will never be

harder working than the leader. And so the leader has to emulate the culture. Like you are the

source. You have to reinforce the culture. A lot of people feel bad reinforcing something that

isn't performance based. And I realize that I have to pick apart the little things that don't

align with the culture because if I don't draw the line, who does? Culture is built through

a thousand details strung together, not any one big thing. Most companies, if somebody got

up and said, fuck you all, I hate you, that would go against their culture. And so it's just

like, to what degree are things

acceptable or not? And that's what culture is. Culture is not stagnant. It exists almost like on it.

It's like a pendulum. It swings. It goes maybe a little this way. Then you're like, oh, it's a little

too far. I'm going to bring it back this way. And the goal is always to get it in the middle, but it never remains in the middle.

It's always slightly moving. And so it's fluid. It's not something that's going to be the same

forever. And that's not a bad thing. You can make money without having a culture. I think

building a community, building a team, I don't think a team can be built without culture.

Because a team is a group of individuals that abide by certain principles, a code of conduct, and standards, whether the coach is there or not.

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