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Forbes
01-08-2025
- Business
- Forbes
People Vs. Profit: How To Build A Culture Where You Don't Have To Choose
Natalie Ruiz, CEO of AnswerConnect, leads with a human-centered approach, blending tech with real connections to help businesses grow 24/7. Making your business a great place to work doesn't have to compete with profitability. I've witnessed the transformative power of company culture and its positive impact on financial success. In fact, culture can be the very engine that drives sustainable performance. Here's why. The Myth Of The Trade-Off It's tempting to view culture initiatives, such as team-building retreats, values workshops and flexible schedules, as 'soft' investments that detract from business activity. Yet, studies show that companies with highly engaged employees outperform their peers by double-digit margins in turnover and profitability. Employees who feel connected to purpose, aligned with values and empowered to innovate deliver better results. Motivation And Engagement: The Engines Of Performance At AnswerConnect, we measure our success not only in monthly revenue but also in metrics like customer lifetime value (CLV) and voluntary turnover rate. Here's why these 'people metrics' matter: Typically, engaged employees go the extra mile—solving problems, delighting clients and driving process improvements that boost margins. Motivation can be as simple as recognizing and expressing gratitude when an employee does something great. At our company, we work to create a culture that celebrates wins and hard work, and my team regularly gives public shoutouts and arranges team meetings to share wins and a cup of coffee virtually. We also have a newsletter that employees can submit to and celebrate their coworkers. Workplace analytics and advisory firm Gallup estimates that replacing a mid-level hire can cost up to 2x that employee's salary. By fostering a culture of growth and recognition, you can keep turnover low and protect your bottom line. A culture that celebrates experimentation and intelligent risk encourages breakthroughs in product and service. For example, Google's allowance for 20% of employees' time to develop their own projects led to some of their highest-earning products, including Gmail and Google Ads. Profit And Purpose: Two Sides Of The Same Coin People want purpose—your customers, your staff and your stakeholders. Getting clear on who you are as a business, your mission and your values has broad-reaching benefits: • Purpose attracts customers. Today's consumers and B2B buyers increasingly favor partners whose values mirror their own. A strong culture amplifies brand loyalty and opens doors to referrals. • Purpose attracts talent. In a candidate-short market, top performers seek workplaces where they can contribute to something bigger than themselves. Culture sells itself in recruitment. • Purpose powers your people. Clarity of mission sharpens decision-making. When every team member—from the front-line receptionist to the head of product—knows exactly why you do what you do, they can make choices that align with long-term value creation. • Purpose sustains through downturns. Companies anchored by shared purpose and strong internal values weather storms better, maintaining client relationships and controlling costs without sacrificing morale. Great Leadership Is A Culture Catalyst Culture doesn't happen by accident; it's shaped, modeled and reinforced by leadership. Here are just a few of the ways leaders can lead by example when it comes to culture: • Articulate a clear vision. Define values and goals that inspire teams to collaborate and excel. • Walk the talk. From the C-suite to middle management, great leaders embody the behaviors they expect: transparency in communication, accountability for results and compassion in people management. • Invest in development. By dedicating resources—time, training budgets, mentorship programs—to skill building and career progression, you can demonstrate a genuine commitment to employee growth. For example, every employee at every level of our business gets paid learning time—2.5 hours every week. Learning is one of our core values, and taking the time to learn continuously is an expectation for most roles. We are pretty strict about making sure they take it because we want it to be a real benefit, not just a gimmick. Employees log what they have learned through an app and can then share their learnings with teammates in quick video meetings where they discuss their favorite articles, videos and books. • Measure and iterate. Track cultural and financial KPIs, recognize undercurrents of disengagement early and course-correct through targeted initiatives. The lesson is clear: Culture investments compound over time through intangible yet powerful advantages—employee loyalty, process improvements and reputational capital—that drive sustainable profitability. A Partnership, Not A Rivalry Culture and the bottom line are not adversaries; they are partners. The best CEOs refuse to choose between them because they understand that culture is the differentiator that powers everything from customer delight to innovation to financial resilience. We've built our model on this principle, and the results speak for themselves. As leaders, our imperative is simple: get the culture right, have a great product or service and the bottom line will follow. When you lead with purpose, invest in people and embody the values you share, you won't have to ask whether culture or profit comes first. You'll enjoy the rewards of both. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
24-06-2025
- Business
- Forbes
Making Your Business A Catalyst For Good
Natalie Ruiz, CEO of AnswerConnect, leads with a human-centered approach, blending tech with real connections to help businesses grow 24/7. Early in my career, I thought that running a successful company meant maximizing revenue and minimizing costs. Today, I know that the true competitive edge lies in using business as a catalyst for positive change. This belief echoes Simon Sinek's idea of playing an "infinite game," where the goal isn't to beat a rival once but to build something that matters. The New Era Of Business: More Than Profit Ask yourself: Why do customers really choose one brand over another? Yes, they care about price and quality—but increasingly, they choose companies that share their values. In fact, a recent survey by the Edelman Trust Barometer showed that 84% of people need to share values with a brand to consider buying from it. Likewise, top talent isn't just looking for a paycheck; they're searching for meaning. Because today's stakeholders demand more from businesses, companies that make purpose part of their everyday operations aren't just doing good—they're building resilient, future-ready organizations. Turning Intent Into Impact Consumers are savvy and can easily see past a company paying lip service to a cause they feel strongly about. You can't just bolt on a charity program as an afterthought and expect to reap the benefits. Instead, try to weave social responsibility into everything you do. Here are some examples from my own company's experiences: At my company, every employee can receive paid hours to volunteer for causes they love—whether it's mentoring at-risk youth, packing meals at a food bank or planting native flowers at a community park. Because we trust our people to choose their own impact areas, the results feel authentic and deeply personal. When your colleagues share stories of late-night beach cleanups or multigenerational reading sessions at local schools, you see a culture that breathes generosity. These narratives fuel pride, spark referrals and make your business a magnet for people who want their work to count. Beyond role-specific training, we pay each team member to explore subjects that ignite their curiosity—mindfulness, data science, creative writing, you name it. We dedicate time and money specifically to learning, sending a clear message that growth is a company priority. Encouraging people to share what they have learned is crucial, too. These discussions turn individual discoveries into shared knowledge and help people build relationships across departments. In partnership with reforestation experts, we've funded the planting of over 1.7 million trees worldwide. Because climate action can't wait, we're proud to back projects from rural Costa Rica to woodlands in Scotland—each sapling is a promise to future generations. This shouldn't be just a side initiative but fully integrated into your brand narrative. When customers and prospects know you care about the planet, it makes them feel part of something bigger. Why Doing Good Drives Better Business Integrating purpose isn't philanthropy for philanthropy's sake—it's a strategic investment. Here's how it pays off: Attract And Retain Talent: According to iSolved Talent Acquisition, "75% of Gen Zs and Millennials say that an organization's community engagement and societal impact are important factors when considering a potential employer." They seek flexibility, inclusivity and employers who back causes they believe in. Boost Engagement: According to another study, employees who volunteer or learn new skills report higher job satisfaction and stay longer. Therefore, turnover drops and productivity rises. Win Customer Loyalty: Today's consumers favor brands that share their values. Showing that you care about the community and the planet builds trust and repeat business. Because purpose initiatives become part of your brand story, they differentiate you in crowded markets. You're not just another vendor; you're a partner in positive change. Future-Proofing And Aligning With Tomorrow's Generations For Gen Z, meaning matters more than money. They seek employers who live their values, not just preach them. By embedding social impact today, you'll win—and retain—this influential talent pool. Born into a digital and climate-aware world, Gen Alpha will demand that brands and employers demonstrate real social and environmental commitments. Preparing now means you'll be their go-to choice when they enter the job market and decide where to spend. Purpose Is Your Long-Term Advantage When you make social good part of your business model, you aren't just ticking a box. You build a stronger, more engaged team, deepen customer loyalty and carve out a unique market position. Purpose fuels performance. Purpose attracts talent. Purpose wins hearts. So here's my challenge to fellow leaders: Don't treat purpose as an afterthought. Make it your catalyst for growth, your differentiator, your "infinite game" strategy. When business becomes a force for good, we all rise—and that's the greatest legacy any company can leave. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
