According to Sam Decker, CMO of BazaarVoice, company culture is underlining trust. For him, good culture starts with hiring a good group of strong executives to surround you. The second most important thing is the employee hiring process. At Bazaarvoice, at least 3 executives interview each candidate to see how people fit into the company culture. If you hire right, employees can really contribute to the culture since culture doesn’t always evolve from the top down. Hire slowly, hire quickly. Jason Black, CEO of Boundless Network, compares company culture to a family system. He classifies the parents as investors. Your best friend as your co-founder (which can sometimes be a love-hate relationship). Your good friend as your management team. The kids are the employees (who according to Black, “sometimes need a spanking”. You have to make sure all these people share the same core values as you and the company do. Decker said, “It’s a process of constantly pruning to make sure everyone is holding up the core values. Make an effort to break the silos in an organization and the communication will improve. Sometimes as a leader, you have to pass on talent if it means sacrificing your culture”.