Jake Stein explains how the acronym DTRT, for "Do the Right Thing," became the company's core cultural value. The catchiness made it easy for employees to remember and apply, spreading more widely than less memorable values.
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It reminds me of that Seinfeld episode where like, "Kuh, Stanza." But one of our values was DTRT, which is an acronym for Do the Right Thing. We have a whole couple sentences around like what it means and how to implement it. But I think a big part of why it worked is that it kind of was like a fun thing to say. And so it like was easy for people to keep in their head. It was easy for them to bring up in conversation. And it was just like this shorthand for everybody had read the expanded definition of what this means, how to apply it. But you could just say that thing that rolled off the tongue and that got brought up a lot more than something else which was less fun to say.