From Our Co-Founder’s Desk: Why Culture Still Has a Long Way to Go

A week in Belize with my wife and four other couples— a stunning five-bedroom home, the beach stretching before us, and the peaceful rhythm of a rural paradise. What a nice getaway.

But vacations have a funny way of bringing unexpected insights. Between airport layovers, chatting with fellow travelers, and striking up conversations at restaurants, I found myself engaging with more strangers in eight days than I normally do in four months. And, as always, the inevitable question popped up:

“So, what do you do?”

Over time, I’ve refined my response to highlight how BetterCulture helps organizations build and maintain exceptional workplace environments that attract, develop, and retain top talent. But here’s what stood out: out of nearly 25 conversations, only about 15% of people responded positively, saying something like, “That’s great! My company does a good job at that.”

But the majority—roughly 6 out of 10—had a far different reaction. Their eyes widened, their tone shifted, and I heard versions of the same line again and again:

“Oh wow, my company desperately needs your help.”

And with little encouragement, they unloaded their frustrations—with some expressing downright hostility toward their employers.

A Troubling Pattern

This reaffirmed something I’ve long known but may have grown too accustomed to: The companies that need BetterCulture the most are often the least likely to seek our help. Have we been too passive in our sales approach?

Maybe so.

The Sales Hurdles

We specialize in helping organizations create cultures strong enough to attract, develop, and motivate outstanding employees. Business leaders often acknowledge that workplace culture is important—but that alone isn’t enough to drive meaningful change.

To get an organization to engage with BetterCulture, two hurdles must be cleared:

Hurdle #1. They must recognize the true VALUE of culture.

Again, most nod their head to general statements about the importance of culture and that it should be an important focus for leaders. But just because they politely nod their head in NO WAY assures that they accurately grasp just how much culture can add to their bottom-line – or how much damage their current cultural issues are causing. On a scale of 1 to 10, they often mistakenly perceive the financial impact of culture to be a 2, when it is a 6.

Hurdle #2. They must believe in BetterCulture’s ability to help.

This could mean accessing our in-person or online leadership training, using the BetterCulture Survey©, implementing the 20 Tenets® program, or securing consultation support.

Why Companies Hesitate

BetterCulture has an outstanding track record of customer satisfaction and high credibility, and that may explain why we are naturally drawn to spend much of our sales interactions offering that information, i.e., focusing on clearing Hurdle #2. But therein may lie our mistake.

Time and again, we see organizations that acknowledge culture is important and believe in BetterCulture’s expertise—yet they fail to act. Why? I suspect it is because we all too often jump to Step 2 before ensuring they fully understand Step 1—the actual, measurable impact of workplace culture on their success. And without that foundation, action stalls.

Time to Get More Direct

We must do a better job of helping business leaders recognize that a thriving workplace culture isn’t a luxury—it’s essential to success.

As my recent trip reminded me, far too many employees feel stuck under poor leadership. Too many workplaces foster detachment instead of pride and loyalty. And the frustrating part? It doesn’t have to be this way.

We know how to transform workplaces into environments where employees thrive. We know how to foster trust, boost morale, and drive engagement. And we know this leads to business success.

So, it’s time we get bolder in making the case. More direct in clearing hurdle #1. More intentional in showing leaders what’s at stake—not just for their employees, but for their business.

Ending on a High Note – the NEW BetterCulture Podcast

But we are making progress! I smile when I hear employees at long-term BetterCulture client companies say:

  • “I appreciate my employer.”
  • “I respect our leaders.”
  • “I genuinely enjoy where I work.”

That’s the goal. That’s what we work toward.

Which is why I’m excited to announce the launch of the BetterCulture Podcast! Hosted by our co-founder and Certified Speaking Professional, Brett Hoogeveen, each episode will explore workplace culture— why it matters and how leaders can strengthen it, with practical, actionable strategies.

My recent trip reinforced that there’s still much work to be done, but the BetterCulture Podcast is one more step toward making the world a better place to work.

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