“What is…Wednesday” – What is Company Culture? Donavon Roberson’s Take

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So, what is company culture? And how the heck do you unleash it?

Recently, I had the opportunity to attend the PRSA Western District Conference in Las Vegas, where this exact question was posed to speaker Donavon Roberson, who is a leading “culture evangelist” for Zappos.com.

And, it turns out, the key to unleashing company culture starts with unleashing your own passions and then focusing on…a hedgehog.

Don’t believe me?

Then click here and go to slide six.

Basically, you need to determine:

  • What can you be the best at the world at?
  • What drives your economic engine?
  • What are you deeply passionate about?

The common thread among all these areas is your sweet spot, according to Roberson’s hedgehog model. Once you understand what drives YOU and YOUR passions, you can start developing the passions and drivers of your company culture as well.

Roberson had a great quote to illustrate this: Create your company culture and employee’s vision of the brand through experiences.

Basically, he tells us to focus on more than just money/salary/paychecks when thinking like an employee – and what truly drives the employee to care about his/her company.

Company culture also isn’t a mission statement – it’s most likely not even written down at all.

It is about a group of people getting together and believing something – and in something.

For the full deck from Roberson’s speech, please click here.

So, what is company culture to you and your office, co-workers, boss, employees, fellow evangelists?

Alison Bailin
Alison Bailin
Senior Account Executive Alison has a lot to say…about pretty much everything...all the time. From the current state of public relations to the social media impact on Shark Week to crisis communications in the sports world, Alison’s blogs are focused on “amusing through her PR musings,” and then some. Check out Alison's full bio

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