By Kim Storin, CMO at Zayo
At SXSW 2025, I was honored to be part of a powerhouse panel that included Eugene Sepulveda (Co-Founder & CEO, Culturati), Courtney Hawkins (SVP Global Retail, Mejuri), and Matthew Saxon (Chief People Officer, Zoom). We delved into one of the most important topics in today’s corporate world: how to create or transform company culture. The conversation was rich with insights, emphasizing that culture is not an afterthought—it’s a strategic advantage.
1. Culture Shapes Both Employees and Customers
A key theme throughout the discussion was that company culture extends beyond internal teams—it impacts customers, too. Whether it’s a front-line employee or someone in corporate, how they feel about their work directly influences how customers experience the brand. A strong, positive culture doesn’t just improve employee engagement; it translates into stronger customer connections and business success.
2. Agility and Alignment Drive Success
Building an agile, collaborative culture can be a game changer. For example, our Zayo team rapidly deployed a thought leadership campaign in just 24 hours, underscoring how a culture that encourages risk-taking and creative problem-solving can yield exceptional results. Matthew reinforced this idea, emphasizing that clarity fuels agility—when employees understand the company’s purpose and vision, they can confidently adapt to changing circumstances.
Another critical point was the importance of alignment. A company’s internal culture should mirror the experience it provides customers. Matthew explained that consistency in messaging, policies, and daily interactions reinforces cultural values, ensuring they become embedded in the fabric of the organization.
3. Culture is Tested in Tough Times
It’s easy to maintain a strong company culture when business is booming—but what happens when challenges arise? Courtney stressed that difficult moments reveal the true strength of a company’s culture. Can the team rally together, remain committed to shared values, and navigate adversity with resilience? All of us panelists agreed that a well-established culture provides a framework for decision-making, guiding companies through uncertainty.
4. Conflict and Innovation Go Hand-in-Hand
Healthy friction in the workplace isn’t something to fear. In fact, it can be a catalyst for innovation. Organizations that support open, data-driven discussions and diverse perspectives often uncover new and creative ideas. Courtney shared how Mejuri’s rapid expansion across multiple countries required fostering a culture that empowered local leaders while maintaining alignment with the company’s core mission and values. Encouraging respectful dialogue and removing ego from decision-making were key components of this process.
5. Culture Needs to be Intentional and Programmatic
Culture isn’t static—it requires continuous care and reinforcement. Matthew emphasized: “You have to be deliberate about your culture. Your organization has a culture today. The question is, is it a headwind or is it a tailwind?” Leaders need to actively shape and sustain their culture by embedding it into recruitment, performance evaluations, and reward structures. Simple rituals, like regular check-ins and celebrating small wins reinforce a culture of trust and engagement.
6. Hybrid Work Has Changed the Future of Culture
As organizations navigate hybrid work models, maintaining a strong culture presents new challenges. Courtney and Matthew highlighted the need for consistency and intentionality, ensuring employees—whether remote or in-office—feel equally connected to the company’s mission. Managers now play a more significant role in fostering engagement, with simple actions like personal check-ins sometimes being more impactful than formal surveys.
7. Measuring and Monitoring Culture is Critical
Understanding the health of a company’s culture requires both qualitative and quantitative insights. Traditional metrics like engagement surveys and productivity reports are valuable, but there are also softer indicators. For example, it’s a red flag if employees stop asking questions or fail to engage in town halls. Courtney makes it a point to read customer feedback every morning, recognizing that front-line employees serve as brand ambassadors, and their engagement directly impacts customer satisfaction.
8. Cultural Fit and Cultural Add Should Play a Role in Hiring
Hiring for cultural alignment—while also embracing diverse perspectives—was another focal point. Eugene spoke about “Cognitive Hospitality,” an approach discussed at his think tank Culturati, which encourages companies to create an environment where people from different backgrounds feel valued and included. Courtney highlighted the importance of hiring for both cultural fit and cultural add, ensuring new hires bring fresh perspectives while resonating with core company values.
9. Leveraging AI as a Superpower
With AI rapidly transforming the workplace, panelists addressed its potential impact on culture. I think of AI as a superpower—an enabler that enhances productivity but still requires human intervention. Matthew called it more evolutionary than revolutionary, emphasizing that companies must be deliberate in leveraging AI as a tool to empower employees rather than replace them. Courtney discussed AI’s role in retail, where it streamlines training and operations, allowing businesses to move faster and keep employees engaged sharing, “Getting that consistency across your business really empowers the employee to feel confident in their role, have the right tools at the right time, and allows the business to move at a really quick pace.”
10. Final Thoughts: Culture is a Competitive Advantage
As the session wrapped up, one thing was clear: Culture is not a passive element of a business—it’s an active, strategic driver of success. Whether scaling rapidly, navigating economic challenges, or adopting new technologies, companies that prioritize a strong, adaptable culture will not only survive but thrive.
The question for leaders now is: Are you being intentional about the culture you’re creating? Is it driving your business forward—or holding it back?
What’s Next?
The insights shared at SXSW 2025 serve as a powerful reminder that culture isn’t just about engagement—it’s about performance, innovation, and long-term success. If you’re looking to refine your company culture, start by asking:
- Are our values clearly defined and aligned with our business strategy?
- Do our policies and practices reinforce the culture we want to build?
- How do we measure cultural health beyond just employee surveys?
- Are we agile enough to evolve with changing workforce and market dynamics?
Culture is a journey, not a destination. The most successful companies are those that continuously nurture, measure, and adapt their culture to meet the ever-changing needs of their employees and customers.
What’s working in your organization when it comes to building and sustaining a strong culture? Let’s continue the conversation.Take a listen to the panel here.
