How to build a culture that doesn’t break at scale

In this post, we share takeaways from the culture workshop we ran with our portfolio founders.

At our latest portfolio review, one founder said:

"I wonder if there could be a way to help run strategy workshops with founders. Boards don’t have enough time for it, and outside perspectives can spark new ideas.”

That sparked something bigger. Because while strategy defines where you’re going, culture determines how you get there. It’s the everyday behaviors, decisions, and habits that keep your team aligned, especially when things get tough.

Fast forward, we partnered with expert facilitators to design a full-day culture workshop for our portfolio founders. Here's what we learned.

1. Culture isn’t defined by perks – it’s how your company actually works

Casual Fridays, dog-friendly offices, or unlimited snacks can absolutely support culture, but they aren’t the culture itself.

Culture is what holds everything together when no one’s watching. It’s built on a clearly articulated mission, a long-term vision, and values that consistently show up in how people lead, collaborate, and make decisions.

2. Everything starts with founder clarity

We kicked off the session by revisiting the basics:

• Mission – Why does your company exist?
• Vision – Where are you going?
• Values – How do you work together to get there?

Founders worked in small teams to write and refine their statements, map key milestones, and reflect on pivotal moments in their company journey.

The goal wasn’t to create perfect copy, but to build alignment and clarity.

3. If values don’t drive behavior, they’re just words

Once mission and vision were clear, teams focused on turning values into action. They identified behaviors to encourage (and avoid), created small rituals that reinforce cultural norms, and named “culture champions” to help keep those habits alive across the company.

By the end of the day, each team had a tangible culture roadmap built by and for their team.

4. Culture is what turns strategy from theory into execution

Strategy sets direction. Culture moves the ship.

Without a shared way of working – across functions, time zones, and growth stages – strategy can lose momentum. We ended the day by reminding ourselves: a strong culture scales decision-making, keeps teams focused, and makes your internal rhythm visible to the outside world.

Why culture isn’t optional

A strong culture:

• Aligns your team. When mission, vision, and values are crystal clear, every team member understands their role, feels connected to the company’s “why,” and brings more engagement to their work.

• Attracts and retains talent. For the best talent, it’s never just about money – someone can always offer more. A great product might draw talent in, but a great culture makes them want to stay, buy into your story, and grow alongside you.

• Scales decision-making. As you open new markets, add product lines, or grow your headcount, a strong culture keeps processes, decision-making, and customer experience aligned.

• Becomes your brand. A genuine culture is unique to your organization, difficult for others to copy, and becomes an unmistakable part of your identity.

We’d love to hear your thoughts on building strong culture – from the early stages to scaling up. If you have questions or ideas, feel free to reach out: irina@maki.vc.