God, I totally love this from Keith…I could not agree more. I can honestly say, that outside of ‘brand’, the culture of your business is one of the most important parts of the DNA. Actually, brand and culture are best friends and your culture should be part of your brand, but if you have a team and you’ve not concentrated on what ‘your culture’ should be…..DO! Culture is the invisible force that binds you all together. It is what will help you never pay a recruitment fee in your life. It will retain staff, allow them to take feedback (because they know it is given with love), it will motivate everyone to never think of their job as a 9-5 or that 110% is enough. Once you know what you want to build, you can recruit anyone else that joins your ‘work-family’ through your culture, by building your interview so that you know if this person will fit or won’t. If you don’t know who you are, how on earth do you know if someone is going to be a radiator or a drain? I could go on and on, as culture is a sweet spot for me and something that I feel so many large businesses do badly and small businesses do brilliantly. Thinking I might do a video on this…would that help?