You can't force company culture

80% of the culture of a company is literally defined by the personality of the founder. Facebook is Mark, Google is Larry and Sergey. Our job as operators or as leaders around founders is to help articulate the culture that they're creating and to help extend it. Your job is to build a company that would make a decision the way the founder would when they're not in the room. That is the work of building a company around a founder, but your job is not to shape culture. I've seen and watched friends, like, try to ship a set of values at a company, and it just doesn't match who the founder is. You say move fast and break things, and your founder loves ambiguity and is perfectly happy with not making decisions. All that leads to is cultural dissonance. What people actually feel when it comes to culture is what you do and how you act every day.