How to Systemise Team Culture Without Losing Trust #592
Thu Feb 05 2026
In the early days, culture just exists. The founder’s in the building. Decisions are fast. Everyone knows why the business exists and how things get done. It’s messy, but it works. But then the brand grows. Headcount increases. Layers appear. Process sneaks in. Suddenly, the thing that once felt like an advantage starts to feel fragile. Not broken, just thinner. Harder to rely on.
Today's Playbook pulls together lessons from operators who’ve been through that exact moment and come out the other side. Not by trying to “protect the vibe”, but by treating culture like infrastructure: something that has to be designed, maintained, and occasionally rebuilt.
In today's playbook:
Why team culture usually breaks during change, not growthHow to build trust before introducing process and structureThe role of communication rituals in stabilising teams at scaleWhy measuring trust beats chasing engagement scoresHow calm leadership prevents culture from fracturing under pressureUsing team culture as a quality control mechanism as you scaleConnect with Emma
Explore Culture Kings
Culture Kings’ episode
Birdsnest’s episode
The Body Shop’s episode
Ecosa’s episode
SMS us to request a guest!
Support the show
Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.
Connect with Nathan Bush
Contact Add To Cart
Join the Community
More
In the early days, culture just exists. The founder’s in the building. Decisions are fast. Everyone knows why the business exists and how things get done. It’s messy, but it works. But then the brand grows. Headcount increases. Layers appear. Process sneaks in. Suddenly, the thing that once felt like an advantage starts to feel fragile. Not broken, just thinner. Harder to rely on. Today's Playbook pulls together lessons from operators who’ve been through that exact moment and come out the other side. Not by trying to “protect the vibe”, but by treating culture like infrastructure: something that has to be designed, maintained, and occasionally rebuilt. In today's playbook: Why team culture usually breaks during change, not growthHow to build trust before introducing process and structureThe role of communication rituals in stabilising teams at scaleWhy measuring trust beats chasing engagement scoresHow calm leadership prevents culture from fracturing under pressureUsing team culture as a quality control mechanism as you scaleConnect with Emma Explore Culture Kings Culture Kings’ episode Birdsnest’s episode The Body Shop’s episode Ecosa’s episode SMS us to request a guest! Support the show Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul. Connect with Nathan Bush Contact Add To Cart Join the Community