Most corporate values statements (e.g., "integrity") are unactionable and don't change internal culture. Effective leaders codify specific, observable behaviors—the "how" of working together. This makes unspoken expectations explicit and creates a clear standard for accountability that a vague value never could.

Unlike companies where values are just posters, Amazon integrates its leadership principles into core processes like promotion documents and project meetings. This constant, practical application forces employees to learn and embody the principles, making them the true operating system of the company culture.

Create a public document detailing your company's operating principles—from Slack usage to coding standards. This "operating system" makes cultural norms explicit, prevents recurring debates, and allows potential hires to self-select based on alignment, saving time and reducing friction as you scale.

To ensure cultural consistency while scaling, A16Z codifies its values in a document that every new hire must sign. This is followed by a personal one-hour briefing from a co-founder, making the culture explicit and non-negotiable from day one.

Brands meticulously map the customer journey but often ignore the employee experience. To build a strong culture, apply the same brand principles to every employee touchpoint—from the job offer to their first day—to ensure everyone is aligned and delivering on the brand's promise.

BBDO's cultural principles became sticky because they used memorable, human phrases (“hand raisers, not finger pointers”). This created an internal language that people naturally used to describe behavior, embedding the culture far more effectively than slogans on posters.

Caribou Coffee translates its purpose—"create daymaking experiences"—into action by embedding core values directly into HR processes. Behaviors tied to these values are integrated into hiring, training, and performance reviews, ensuring employees are empowered to deliver the brand promise.

Branding isn't just for customers. Setting clear expectations for core values, dress code, and customer interaction gives employees confidence. They know exactly how to represent the company and perform their roles, leading to higher, more consistent standards across the team.

Instead of asking "what culture do we want?", BBDO asked "what are the characteristics of people who do best here?". This approach reverse-engineers a culture based on proven success, creating a practical and authentic behavioral language for the entire organization.