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Summary:

Editor’s Note: Chuck Longanecker is the founder of the Web2.0 consulting firm, digital-telepathy, based in San Diego, Calif. Chuck wrote previously for Found|READ about how to optimize your “startup life” in Run Your Company From The Heart. This piece, on how to recast your startup’s culture, […]

Editor’s Note: Chuck Longanecker is the founder of the Web2.0 consulting firm, digital-telepathy, based in San Diego, Calif. Chuck wrote previously for Found|READ about how to optimize your “startup life” in Run Your Company From The Heart. This piece, on how to recast your startup’s culture, is the second in a series.

As a founder of a small business I have developed an unconventional style of leadership. I am known as the BareFoot CEO, mostly due to my disdain for wearing shoes at any time in the beautiful San Diego climate, but also as a reflection of the business environment that I strive to create for my team.

Building a authentic and cohesive company culture is not an trained skill, but instead it is a process of peeling back the layers from your prior experiences to exposure your natural way of leadership. Many of us old folks (30+) in management positions have spent time in the heyday of both corporate and Web 1.0 culture. There is a reason that we decided to leave the security of a “I dare you to fire me” corporate position for the rising and falling tides of the entrepreneurial career.

I’ve personally paid my dues with the corporate culture throughout my career and it never really fit my tastes, let’s be honest – I hated it.
But, in retrospect, I have learned to have gratitude for my experiences. I believe that the structure, process, hierarchy, emotions (or lack thereof) and professional discipline that the corporate culture imbued in me raised awareness to my personal leadership style, the importance of company culture and the respect for the human side my employees.

In the early stages of leading a company, we all feel a bit like Steve Carell of The Office. We do the best we can for our employees, emulating our past experiences and leading in a way that those inspirational books tell us to. However, the result of those efforts usually leads to that painful silence of blank stares of indifference. It took 7 years and many, many failures for me to start to understand how to truly nurture a company culture. Only until you are truly honest with your own experiences, can you start to build the framework of a culture that your employees will eventually complete.

Here are a few things that I learned along the way:

Partner With Your Team
I created what I thought was an amazing company environment only to be disappointed with my young staff’s lack of appreciation. I blamed it on their lack of corporate experience and knowing how bad it could be. But it wasn’t until I partnered with them to rebuild our culture by redefining our values, services and clients that we found our stride. If you are a private corporation, consider an employee stock ownership plan.

Embrace Your Hidden Company Culture
There is a hidden culture within your company that only needs exposing. You and your employees decided to work together for a reason. This synchronistic connection creates it’s own culture.

Learn From Your Negative Experiences
If you had an negative experience in a previous position, do not subject your employees to the same experience. The idea of putting in countless hours as a rite of passage to proceed to the next level of an organization is BS. Embrace smart and effective work, not just hard work.

Challenge Your People – Encourage Them to Make Mistakes
I always promote my employees when they are about 85% ready. This shows that you have confidence in their potential and elevates their game to the next level. That next 15-20% of growth can happen in a few weeks with the right guidance.

Be Patient, Be Vintage
It takes time for the company culture to bloom. Think of it as a fine wine. You have to cultivate the soil, grow, press, ferment and settle the grapes. Most importantly let it age and allow the vintage to shine.

Keep up with Chuck and his education as the BareFoot CEO on his swurl page. You can also read more about digital-telepathy on the company blog.

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  1. Hey Chuck, great article and I like your concept of promoting early.

  2. Thanks for the inspiring and thought provoking words, Chuck. The partnering with your team was a point that really stood out for me. When you become a partner with your employees your business just flows so much smoother and richer. Not to mention we just have a WAY better time working towards the same goals as a [shoe-less] team.

  3. addi+ions blog: Insights from the Internet Obsessed » Archives » Un-Incorporate Your Company Culture Wednesday, February 20, 2008

    [...] The full article can be found here: How to Un-Incorporate Your Company Culture [...]

  4. Chuck Longanecker: How to Recast your Startup’s Culture : unitedBIT Wednesday, February 20, 2008

    [...] Source:FOUNDREAD [...]

  5. links for 2008-02-21 : Bob Plankers, The Lone Sysadmin Wednesday, February 20, 2008

    [...] How to Un-Incorporate Your Company Culture « FoundRead One of Chuck’s points is “Challenge Your People – Encourage Them to Make Mistakes.” I’ve often said that I only know what I know because of all the stuff I’ve screwed up and had to fix. Sometimes that’s the only way for people to learn. [...]

  6. GigaNET Headlines: Ad Trends, Messy Desks, Corporate Culture – GigaOM Thursday, February 21, 2008

    [...] How to un-incorporate your company culture, according to Web 2.0 consulting firm founder Chuck Longanecker. Share/Send Sphere Print [...]

  7. Good article Chuck. I commend your company culture. Thanks for giving us a little insight to your success.

  8. Thanks for the comments all. Please feel free to share your own insights and/or experiences on this topic.

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