050. 7 Ways to Create a Company Culture that Attracts People

“The secret to my success is that we’ve gone to exceptional lengths to hire the best people in the world.” —Steve Jobs

Welcome to The Unconventional Founder, where we dive deep into the unpolished, real, and often wild journey of building a startup from scratch. Forget the glossy stories of Ivy League diplomas and cushy Wall Street gigs – my story is about grit, hustle, and the occasional hip-hop playlist to keep the energy high.

Hey you,

First things first, let me apologize for being incognito the last couple of weeks. It was a sobering chain of events that led to me needing to take a break. You know how life can sometimes demand that you hit pause and recalibrate? That’s where I’ve been. But I’m back, recharged, and ready to drop some gems.

I’m kicking off my comeback with one of the most underrated, overcomplicated topics in startup life: company culture. Let’s face it, in the early days, culture often takes a backseat to survival. Yet, in reality, it’s the glue holding everything together and the magnet drawing in top-tier talent.

Here’s the thing: creating a company culture isn’t just about free snacks or Friday happy hours (though I’ll never say no to shrimp tacos). It’s about the energy, values, and vibe that make your company a place where people want to spend their time and invest their talent. So, whether you’re operating out of your garage or a co-working space with a fancy espresso machine, here are seven strategies to help you craft a culture that stands out and attracts rockstars:

1. Define Your Values Early – and Live Them Out Loud

Your company values aren’t just posters on a wall; they’re the heartbeat of your organization. Figure out what truly matters to you as a founder and make it the foundation of your culture. Are you all about transparency? Innovation? Community impact? Whatever it is, bake those values into your daily operations. And please, lead by example. If you’re about work-life balance, don’t email your team at 11 PM.

2. Hire for Attitude, Train for Skill

Skills can be learned, but the right attitude? That’s a harder catch. Focus on finding people who align with your values and bring positive energy to the table. Look for problem-solvers, not problem-makers. Think of it this way: your startup is the basketball court, and you’re looking for team players who pass the ball, not just shoot for glory.

3. Open the Feedback Loop

Want to know the fastest way to alienate your team? Ignore their input. Create a culture where feedback flows in both directions. Weekly check-ins, anonymous surveys, or just being approachable can go a long way. Remember, listening isn’t just about nodding; it’s about acting on what you hear.

4. Celebrate Small Wins

Startups are a rollercoaster. Sometimes, the highs feel fleeting, and the lows feel endless. Keep morale high by celebrating the small wins – landing a new client, hitting a milestone, or just surviving a tough week. And if you can tie those celebrations to 90s nostalgia (think pizza parties or The Fresh Prince of Bel-Air marathons), all the better.

5. Foster Flexibility and Ownership

One of the greatest perks of a startup is the freedom to do things differently. Offer flexible work arrangements when possible and empower your team to own their projects. People thrive when they feel trusted and valued. Bonus: flexible schedules can be a major draw for top talent in today’s market.

6. Prioritize Growth – Theirs and Yours

Invest in your team’s personal and professional development. Whether it’s providing access to online courses, mentorship opportunities, or just encouraging them to chase their goals, your investment will pay dividends. And as you’re helping them grow, don’t forget to work on yourself, too. Great leaders inspire by example.

7. Make Work Fun – But Don’t Fake It

Ping pong tables are cool, but they’re no substitute for an authentic, enjoyable work environment. Create a space where people can laugh, connect, and genuinely enjoy what they do. Authenticity is key – no one wants to feel like they’re part of a hollow “work hard, play hard” cliché.

Building a killer company culture isn’t about trying to be trendy. It’s about authenticity, consistency, and intentionality. Sure, it’s a bit like piecing together a mixtape – the vibe has to flow just right. And just like in life, culture is about the people you surround yourself with.

So, here’s your homework for the week: take a hard look at the culture you’re building. Is it a place you’d want to work? If not, time to remix the track.

Stay tuned, stay inspired, and let's rewrite the startup playbook together. Subscribe now and join the journey. #TheTakeover