A good culture doesn’t just stay inside the company. I talk about how to build it and how to hold on to it.
Workplace culture is crucial
When your people thrive, your company thrives. It’s the people who lift it, which is why a good culture is crucial.
From the start of Webamp, now Amplify, I’ve lived by one mantra: ‘If your company has a good culture, it doesn’t just stay inside the company.’ For me, the biggest sign of a good culture is a sense of togetherness that doesn’t stop at the office door. So I’ve tried to create a mindset that isn’t just switched on at 8am and off again at 4pm.
That doesn’t mean you have to work all the time. I believe in being off when you’re off. It means the togetherness and the pride come with you, even when the computer is switched off.
If your company has a good culture, it doesn’t just stay inside the company.
The DNA from Webamp
Culture is the core of any company. At Webamp, now Amplify, we built the culture on a DNA: a particular way of thinking, being and acting. That DNA is what I look for before I hire anyone. It has nothing to do with external things, like how many clients you’ve had or what you’ve earned. It’s about passion for what you do.
From day one, I’ve made a point of holding on to the culture, every day and on every occasion. During Covid, I didn’t want working from home to wear down our culture and our time together any more than absolutely necessary. So I was determined to keep Webamp’s infamous Pizza Friday alive, even though we couldn’t be together. Every employee had pizza delivered to their home, so we could eat together over Zoom. That way, we held on to the traditions that are part of the DNA.
Passionate employees create success
At Webamp, I brought together a mix of outgoing, more impulsive personalities who thrive on the front line, and more introverted, systematic people who prefer stability and structure. For me, the differences strengthen the shared culture, and they help us with what matters most: that clients get a good experience and understand a world that feels abstract and distant to many.
That requires everyone to understand why the other personality types do what they do. My focus is a strong, healthy culture, because that’s what creates the results for our clients.
One of my principles is that there has to be room for brains that work differently. I was diagnosed with ADHD as a child, went to a special needs school and have no school-leaving exams. I know what it means to be taken as you are.
Culture in an age of AI
Since March 2026, I’ve been rebuilding Amplify with AI. We’ve got an AI colleague in Slack, and every morning it goes through the ad accounts, but a person approves before anything happens. That hasn’t made culture any less important. When the machine does more of the groundwork, it matters even more that the people want to take responsibility. I’ve also learned that quality beats quantity, and that applies to culture as much as to anything else.
Help building a healthy workplace
After the talk, you’ll know how to:
- Create a healthy company culture.
- Hire people with drive and the right attitude.
- Get different personality types working together.
- Make your employees proud to be part of the company.
- Hold on to your culture when new tools like AI change everyday work.
Book a talk on good company culture
If you’d like to hear more about company culture, write to me and book a talk. Tell me what your audience is dealing with, and I’ll build the talk around it.
Until then, you can listen to conversations about entrepreneurship, leadership and company culture on my Danish-language podcast Den Nye Standard. All 41 conversations are on the Den Nye Standard page and on Spotify and Apple Podcasts.
More talks
Culture is closely tied to my other topics. I also give talks on:
On the talks page, you’ll find all the topics, including ‘AI transformation, from the inside’, ‘Performance and wellbeing’ and ‘Marketing and brand’, and what a talk can look like.