Organizational culture emerges from the behaviors that are reward and punished. Compensation helps very little when it comes to aligning culture, because it’s private. Who gets promoted, or hangs out socially with the founders? Who gets the plum project, or a shout-out at the company all-hands? Who gets marginalized on low-value projects, or worse, fired? What earns or derails the job offer when interview panels debrief? These are powerful signals to our teammates, and they’re imprinting on every bit of it.