A strong culture leads to passionate employees, which in turn creates a strong brand that customers resonate with. Zappos has a strong brand and culture that emphasizes the importance of company culture.

Zappos learned the importance of defining core values early on, rather than waiting until the company grew larger. We wrote our core values down before hiring anyone, which took about six to seven months to finalize.

The way to build a strong company culture is through small, consistent investments every day, which can actually insulate a startup from existential threats.

A company's culture should be intentionally designed and nurtured to endure over time.

Tony Hsieh advised that if you care about culture, invest in it from the beginning, as it's easier to mold when it's still developing.

Culture is about repetition; it's essential to continuously reinforce the values that matter to the company.

Investing in culture is not a luxury; it's a necessity for early-stage companies to ensure that employees want to return to work every day and ignore recruiter emails.

It's crucial to live up to your company's culture every day, as you will be tested frequently on your values and principles.

Establishing a strong company culture from the beginning is vital; it guides decision-making and helps employees align with the company's values and goals.