The most successful companies in the world know that the right culture becomes the basis of their competitive advantage, helping not only to attract the best talent but also to retain them, motivating them to achieve high results.
Different companies create unique cultures that reflect their mission, values, and vision for the future. We gathered examples of the most famous companies' cultures that have become legendary and showed how these values have helped them succeed globally.
1. Innovation is the way to success
One of the greatest values in the corporate cultures of 21st-century companies is an innovative approach. Take Netflix's corporate culture as an example, whose success is based not only on high-quality content but also on a unique corporate culture that emphasizes innovation and adaptability. Instead of sticking to traditional models, the company has turned its challenges into opportunities by introducing new work formats and technologies.
For example, when other companies were clinging to physical media, Netflix was already developing a strategy to move to online streaming ahead of the competition. This approach allowed them to quickly adapt to the changing world of digital technologies and maintain market leadership. You can learn more about this in our No Rules Rule summary.
2. The team should be united by a common goal
A common mission is a powerful tool that unites a team and helps it succeed. When employees realize that they are working on something bigger than their personal goals, an atmosphere of cooperation and mutual support emerges. For example, in Danny Meyer's restaurants in New York, employees are always ready to help each other, making work easier and creating a culture of mutual care. You can learn more about this story in our The Culture Code summary.
When the company faces difficulties, the shared mission becomes the lighthouse that helps the team overcome challenges. At such moments, employees realize that their efforts are essential to their overall success, which adds to their motivation. Leaders have an important role to play in such situations: they must remind people of the common goals and show them that difficulties are part of the path to outstanding achievement.
3. Absence of discrimination contributes to the success of the company
Unfortunately, each of us in the modern world can face some kind of discrimination in the workplace. For example, Airbnb had a serious problem of racial discrimination on its platform when, as research showed, landlords refused to let black users stay or set higher prices for them. A black businesswoman, Quartina Crittenden, noticed that she was denied rentals until she changed her name and photo on her profile. Her story resonated, and thousands of people began sharing their experiences using the hashtag #AirbnbWhileBlack.
In response to the growing criticism, Airbnb acknowledged that its platform is not free of racial bias. The company has made changes by launching an Open-Door policy to help users who have experienced discrimination. These measures and others, which you can look into in The Airbnb Story book summary, were an essential step towards creating an equal community on the platform.
4. Customer needs are a priority
Amazon has succeeded because of its strong customer focus, always trying to gain and maintain the trust of its customers. Jeff Bezos has a unique ability to put himself in the customer's shoes, understand their hidden needs, and create systems that exceed expectations. One of these approaches is the principle that the best customer service is the one that makes help unnecessary, which is why Amazon provides tools that allow users to solve their issues.
Trust is a key principle for Amazon's company culture, and Bezos understands that its absence can paralyze an organization. For instance, the “Two Pizza” approach involves creating small, autonomous teams that work independently but are responsible for their decisions.
5. Happy employees mean happy customers
Zappos' company values emphasize employee well-being, believing that satisfied employees are key to the company's success. Zappos creates a comfortable work environment that promotes physical and emotional well-being. The company offers a variety of support programs, including health insurance, flexible working hours, and professional development opportunities.
Zappos also actively encourages work-life balance, which helps reduce stress and increase productivity. Thus, Zappos invests in the well-being of its employees, considering it an essential factor not only for their happiness but also for the company's overall success. Read more about how to ensure employee well-being in our Delivering Happiness book summary.
6. Environment plays a key role in creativity
Google's corporate culture has a unique approach that emphasizes creativity. Larry Page and Sergey Brin have created a work environment that encourages new ideas, giving employees the resources and autonomy to implement them. One of the key initiatives was the “20% time” policy, which allowed employees to spend part of their working hours on projects that meet their interests, leading to the creation of significant products such as Gmail.
Additionally, Googleplex, the company's headquarters, demonstrates Google's commitment to creating a stimulating work environment, with open floor plans, recreational areas, and other amenities. The flat management structure encourages open communication and employee engagement with the company's mission. The main aspects of Google's creative environment are described in the Google story book.
Thus, a company's culture isn't just a set of rules or principles, but a living system that determines the daily interaction of employees and their approach to work. The examples of the world's most successful companies show that a well-built culture can turn a business into a powerful ecosystem of innovation, development, and productivity. It becomes a magnet for talented employees and creates an environment where people strive to exceed expectations.
There is no universal model of corporate culture. Each company creates its unique atmosphere based on its values and strategic goals. However, the most important thing is to constantly work on its development and adapt to changes in the world. Companies that invest in their culture receive not just profits but the loyalty of their employees and customers for many years.
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