Culture Makes Companies Great

 What if the secret to unlocking greatness in any group wasn’t talent or resources but something far more intangible? Imagine a world where the best teams aren’t just collections of skilled individuals but tribes bound by an invisible force—culture. That’s the core idea of The Culture Code by Daniel Coyle, a book that doesn’t just redefine what makes a team exceptional but gives you the blueprint to build one.

Coyle, a journalist who has studied everything from elite military units to groundbreaking companies, takes us deep into the DNA of successful groups. He doesn’t just examine what they do; he uncovers how they think, behave, and connect. And the answer might surprise you: the most effective teams aren’t those that avoid conflict, but those that lean into vulnerability, embrace candor, and create a shared sense of purpose.

Think about the magic of Pixar, a company that churns out hit after hit. It’s not luck—it’s culture. Coyle explains how Pixar fosters a feedback-rich environment where everyone, from interns to directors, is encouraged to share ideas and critique openly. At the center of this culture is what Coyle calls psychological safety—the belief that it’s okay to speak up, make mistakes, and take risks without fear of judgment. It’s no coincidence that their brain trust meetings, where films are critiqued, are legendary for their candor. When people feel safe, creativity flourishes.

The same principle holds true in sports. Coyle highlights the San Antonio Spurs, a basketball team that consistently punches above its weight. Coach Gregg Popovich doesn’t just focus on X’s and O’s; he builds relationships. From heartfelt conversations over team dinners to brutally honest feedback on the court, Popovich’s leadership creates a family-like atmosphere where players feel deeply connected. That connection translates into trust—and trust, as Coyle reminds us, is the glue that holds every great team together.

But culture isn’t just about safety; it’s also about direction. Coyle calls this shared purpose—the idea that everyone in the group is working toward the same goal and understands why it matters. He points to the Navy SEALs, whose missions depend on every member being fully aligned. Their mantra, “Move, shoot, communicate,” is simple but profound: everyone knows their role, trusts the person next to them, and prioritizes the team above themselves. This clarity of purpose not only saves lives but creates a sense of belonging that’s hard to replicate.

And yet, building culture isn’t always glamorous. Coyle explains that it’s often about the small, consistent actions that reinforce connection. He tells the story of Zappos, the online retailer famous for its customer service. At Zappos, employees are empowered to spend as much time as needed with customers—no scripts, no timers. It’s a simple gesture, but it sends a powerful message: We care about people, not transactions. Over time, those small moments add up, creating a culture that feels authentic and human.

However, creating a strong culture doesn’t mean avoiding challenges. Coyle emphasizes the importance of vulnerability loops—moments where leaders and team members drop their defenses and admit they don’t have all the answers. He points to Ed Catmull, co-founder of Pixar, who frequently shared stories of his mistakes to encourage others to take risks. When leaders model vulnerability, they create a ripple effect, inspiring the entire team to be open and honest.

Of course, not every team gets culture right. Coyle highlights the story of Enron, a company with all the outward signs of success but a toxic, hyper-competitive culture underneath. While their official values included integrity and respect, their actual practices—rewarding selfish behavior and punishing dissent—told a different story. It’s a cautionary tale that culture isn’t what you say; it’s what you do.

Ultimately, The Culture Code reminds us that culture isn’t a “nice-to-have”—it’s the engine that drives performance, innovation, and connection. Coyle challenges us to think about culture not as a static set of rules but as a living, breathing force that’s shaped by every interaction, every choice, and every moment of connection. Whether you’re leading a team, running a business, or simply part of a group, the lessons in this book will change how you see the world—and the people in it.

So, the next time you’re in a group setting, ask yourself: Are we creating safety? Are we fostering vulnerability? Are we aligned in our purpose? Because when culture is done right, it’s not just powerful—it’s transformative.