Company culture is often treated as a soft concept, but George Deeb, Managing Partner at Red Rocket Ventures, says it has a direct and measurable impact on performance, retention and long-term growth, particularly for small- and mid-sized businesses working to scale.
Joining us on the latest episode of Business Trends Today, Deeb suggests that, in practical terms, culture boils down to the people within an organization and how they operate day to day. That includes how employees are managed, how they interact with one another and the overall psychological environment of the workplace.
He emphasizes that leaders must first define what kind of culture they want before trying to build it.
According to Deeb, that definition should align with the type of business being built. A startup environment, for example, may prioritize flexibility, speed and entrepreneurial thinking, while more traditional organizations may require structure, consistency and formal processes.
Once that framework is established, he said, hiring becomes the most important lever for reinforcing culture.
Deeb notes that leaders should use interviews and reference checks to evaluate whether candidates match the traits the organization needs. That includes asking targeted questions designed to reveal characteristics such as risk tolerance or adaptability. He also pointed out that resume patterns, including frequent job changes, can offer insight into whether a candidate has struggled to fit into prior workplace environments.
Once employees are in place, Deeb said culture is reinforced through daily leadership behavior. He points to open communication, including sharing both positive and negative updates with staff, as a key factor in building trust.
“Employees like a good work-life balance, you know, so make sure you're being flexible to their personal needs and giving them the flex schedules that they need to be successful.”
Deeb also argues the importance of acting on employee feedback, maintaining work-life balance and avoiding micromanagement by empowering teams with clear goals and autonomy.
To determine whether culture is working, Deeb advises leaders to look at team dynamics, overall morale, and whether the business is meeting its goals. He added that employee sentiment can be measured through surveys or third-party HR consulting firms to encourage honest feedback.
One metric he highlights is employee net promoter score, with an 8.5 or higher indicating a strong cultural environment.
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