When you think of corporate culture, you might picture posters on the wall, team-building activities, or a shiny set of values in the employee handbook. But as Rob Fuchs, EVP of HR at RE/MAX Holdings, and Eric Wohl, former CHRO and leadership consultant, argue, culture isn’t just a feel-good initiative. It’s the secret weapon that can drive business results, build competitive advantage, and inspire teams to thrive.
In a recent 30 Minutes of Growth webinar, these two seasoned HR leaders shared how companies can turn culture into their superpower, offering a blend of candid anecdotes and actionable strategies to align values, boost engagement, and make culture a business priority.
Stop Asking if Culture Comes First
It’s tempting to ask whether culture outranks strategy, technology, or other business priorities. But Rob makes a bold case: “Culture doesn’t need to be first or second. It just needs to be part of your operating system.”
Instead of treating culture as an add-on, Rob’s advice is to embed it into every decision, every interaction, and every process. He shared a personal example from his time in the medical device industry, where he and his team implemented a High-Performance Management System. Twice a year, they gathered feedback from teammates, customers, and shareholders to align their culture with strategic goals.
This process wasn’t just an HR initiative. It was a team-driven approach that seamlessly integrated culture into the business. “It wasn’t just about hitting targets—it was about making sure how we hit those targets reflected our values,” Rob explained.
Culture Without Data is Just Noise
Eric took the conversation further, emphasizing that culture isn’t soft—it’s measurable. “What gets measured matters,” he noted, urging HR leaders to quantify the impact of culture through data.
One way to do this? Go beyond surface-level engagement surveys. Eric described using analytics to correlate leadership effectiveness with business outcomes. “Quartile your leaders based on engagement scores and see how it aligns with metrics like revenue, turnover, or customer satisfaction. You’ll find that the best cultures aren’t just nice—they’re profitable.”
But measuring culture isn’t just about numbers. Eric highlighted the importance of celebrating success. Find leaders who excel at driving culture and make them mentors. Recognize those who live the company’s values, and don’t shy away from tough conversations with those who don’t.
The Courage to Call Out Gaps
What happens when your culture doesn’t match your aspirations? Rob shared a practical approach: use cultural ambassadors to close the gap. Instead of making HR the sole voice of culture, identify high-potential employees and empower them to lead the charge.
“It’s not about HR owning culture,” Rob explained. “When someone from the business becomes the face of culture, it sends a powerful message.”
Eric added that bridging cultural gaps requires accountability at the top. Leaders need to walk the talk, especially in high-stakes situations. “Employees are watching,” he said. “If they see a gap between what leaders say and do, trust erodes fast.”
Building Culture Into Learning and Development
One of the most actionable parts of the webinar came when Rob and Eric tackled how to align L&D programs with company values.
Eric shared his experience revamping Dish Network’s leadership development program. The goal? Make company values more than words. This meant embedding them into every workshop, having executives co-create learning agendas, and inviting senior leaders to teach and mentor directly. “When leaders share their personal stories about living the company’s values, it resonates in a way no handbook ever could,” Eric noted.
Rob reinforced the idea, emphasizing the importance of tying leadership development to culture. “It’s not just about growing high performers—it’s about growing cultural ambassadors,” he explained.
Are Your Values Outdated?
One of the most surprising takeaways came toward the end of the discussion. Rob made the case that company values aren’t sacred—they should evolve with the business.
“Don’t be afraid to stare at your values,” Rob urged. “If they don’t reflect where your industry is going, it’s time to adapt.” For RE/MAX, this means doubling down on innovation and challenging the status quo in a rapidly shifting real estate market.
Eric agreed, noting that values should be a living, breathing reflection of the organization. “This isn’t a tablet that comes down from the mountaintop,” he said. “Involve your employees in shaping what culture means today.”
Final Thoughts: Culture Is the Glue
Both Rob and Eric left the audience with a clear message: culture isn’t just about feel-good moments or corporate jargon. It’s about creating alignment, building trust, and driving results.
“If you’re not embedding culture into your business processes, you’re missing a huge opportunity,” Rob concluded.
Eric summed it up perfectly: “Culture is the grease and glue that keeps organizations moving. And if you do it right, it’s the secret weapon that will keep your business thriving for years to come.”
Stay tuned for the next 30 Minutes of Growth webinar!
For a deeper dive into the conversation, watch the full video here:
