Corporate Culture can be a tricky thing for some companies. When a company of any kind is started, it needs a “why”.   

The Why

Why are you doing what you’re doing? Why is your company in the business it’s in? Every decision should starts with your “why.” It comes from the inside out. It’s quite surprising to me how many people can’t answer that question. For others, the most common answer is money.

If money is the “why,” then what will happen if there is no money? Money is an outward reward created by humans to trade things. There must be a deeper meaning for your “why.”

If you are a company that is trying to attract and keep their workforce, then knowing your why is extremely important as it defines who you are and your purpose for having your business. Then you need to build trust and value within your workforce. Communicating your vision regularly is key to keeping those values alive and your workforce living those values everyday. Human connection is the key to retainment and attracting new people. Having growth opportunities is also an essential part of value within your company.


If your workforce does not have trust in its owners, management or team, to lead in an inspiring, uplifting way, then the result will be a failed company. Word travels very fast in every industry these days with social media. By having all team members committing to your vision and culture on a regular basis, you will build trust with your workforce, therefore building trust with your clients, and customers as well. This is what will help your company to grow in a sustainable way.


After creating trust in your workforce, value comes into play. If you don’t value your workforce, they won’t value you or your company. Create a value structure within your team starting from the top down. Make sure every part of it is communicated until it gets to your frontline workforce. This is crucial for creating a workforce who feels valued within their workplace. This will also show externally, with your clients and customers, if communicated properly.


Creating trust and value is great. But without good communication at all levels, it will not be effective. This is one of the most common things I hear about in coaching, and I have seen it a lot in 30 years of working in the transportation sector. You would think that communication would be easy, given the internet. Hi-tech works, but your company needs face to face communication with your workforce to communicate your values. Your workforce needs constant reassurance that they are valued. This also needs to be measured regularly or your workforce will no longer be motivated to your vision and values.


Growth is one of the basic human needs. If we don’t grow as humans, we die! Having growth opportunities within your corporate culture shows value to your workforce. If an employee can’t grow within, they will eventually leave your company. Find out what motivates your workforce and communicate the opportunities on a regular basis in order to avoid losing key people.

If you would like to know more about how you can change your corporate culture in any business, contact us at

Dana G. Smith, CC

Dana G Smith CC is a Certified Relationship Coach/Consultant and co-creator of The Mindful Trucker, helping companies and professional drivers with better Health, Safety, Wellness & Driver Solutions.