There’s a long-standing stereotype in business history that separates people from “the business”: how they feel vs. how they work, their personal experience vs. company results. From that perspective, the burning question is: who’s really responsible for a company’s success and revenue?

If strategy is fueled by people’s actions, and culture defines how we act, then strategy and culture aren’t separate at all—they’re the same thing.

Culture à la Maslow: From Basics to Success

Aunque no lo crean, existe un paralelismo entre la pirámide de Maslow y la cultura de una empresa ya que todas las personas (y negocios) tienen necesidades básicas, seguridades básicas, necesidades sociales, de estima y de autorrealización.

¿Cómo traducir esto a una cultura que cuide a las personas para que alcancen el exito?

Believe it or not, there’s a strong parallel between Maslow’s pyramid and company culture. Just like people, businesses have basic needs, safety needs, social needs, esteem, and self-actualization.

So how do we translate that into a culture that takes care of people so they can thrive? Let’s climb the pyramid:

1. Basic Needs
   1. We offer: A solid paycheck and a safe place to work.
   2. Impact: Fewer worries, more focus.
2. A Sense of Safety
   1. We offer: Job stability and growth opportunities.
   2. Impact: Peace of mind + clear goals for the future.
3. Being a Key Part of the Team
   1. We offer: Community, team-building, and recognition.
   2. Impact: A workplace you actually want to hang out in.
4. Thank You for Everything You Do
   1. We offer: Recognition, appreciation, and meaningful responsibilities.
   2. Impact: Sky-high self-esteem and motivation to go all in.
5. We Want to See You Grow
   1. We offer: Courses, learning, and professional challenges.
   2. Impact: A sense of fulfillment—and a team full of rockstars.

From Words to Action: Values That Actually Matter

We’ve already established that culture = people. No people, no business. (Don’t just take our word for it—Forbes says it too.) But if a company’s strategy relies on people’s actions, how do we make sure those actions align with expectations? And even more: how do we make sure key talent chooses us, contributes, and feels proud to belong here?

That’s where VALUES come in. Yes, those same buzzwords you read in every management blog, hear in every corporate speech, and yawn through during onboarding presentations.

The problem isn’t that values are boring—it’s that we’re not implementing them honestly. Too often they’re treated as a “checkbox to look good” rather than a compass for how we actually behave.

In real terms, values should be the day-to-day behaviors of every team, born from both what we want to promote and what already exists in our culture. When we’re part of a community that shares our values, belonging and affinity happen naturally—and that makes us way more effective at work. At the end of the day, people don’t just choose companies; they choose (or leave) bosses and environments that either match or clash with their core values.

So, how do we make values a real tactic instead of corporate wallpaper?

Step 1: Understand Their Impact

• Values should guide how we face every situation, challenge, and decision. From honesty to creativity—if it matters to us, it counts.
• Culture + Values = Magic. When values are clear and tangible, culture feels aligned. Everyone rows in the same direction, work flows at 100%, and we avoid friction and drama that can derail our roadmap.

Step 2: Start Off on the Right Foot

• Build Together: Values should be co-created with the team to foster real commitment.
• Think Long-Term: Look at your company’s roadmap and ask: what will our people need to get us there? What do we expect from them? Which attitudes will define success? Those answers become the values that guide growth.

Step 3: Make Them Easy to Live By

• Bake Them Into Processes: Values can’t just live in a handbook. They need to show up in interviews, performance reviews, recognition programs, weekly meetings… everywhere.
• Integrate Them Into Everything: From office banter to remote meetings to big business decisions, values should influence every choice that impacts culture and business.
• Iterate, Don’t Freeze: Cultures evolve, businesses evolve, so values should evolve too. Listening and adjusting isn’t a weakness—it’s a strength.

Conclusion

Company culture isn’t just about Glassdoor ratings or employee surveys. It directly shapes productivity, financial performance, innovation, and the ability to attract and retain talent. That’s why building a culture with intentional, lived values is key to driving long-term growth and success.

By aligning culture with human needs, we create a workplace people actually love—while also ensuring business sustainability.

Because behind every person there are aspirations, ambitions, ideas, needs, and the desire to grow. When we recognize and nurture those, we don’t just build a stronger team—we build a stronger, more valuable, and successful business.