Culture is a Magnet

When considering the concept of culture, I like to think of it as a powerful magnet. For a teams, workplaces and companies, one designs a magnet by establishing strong values, aligning around a common purpose, and driving toward a compelling long term vision and goals. A strong brand powers the magnet too. When these things stir and resonate within someone, whether a customer or a prospective employee, it’s a powerful thing. It’s an x-factor. The best teams and strongest brands have it.

Magnets have a backside too — with an equally powerful repulsion effect. When values, purpose, goals and brand don’t connect, it can push people away — clients, staff, community and others. The push of a magnet can be equally as impactful as it’s pull.

How have companies and brands magnets pulled you in or perhaps pushed you away?

It’s important to design a magnet to cut through the noise of a homogenous industry or marketplace. It’s easy for folks to get lost or feel apathetic when everyone is positioned similarly, sending similar messaging (ie: high quality, strong relationships, fast, flexible) — especially in a competitive marketplace. Culture as a magnet is a wonderful opportunity to create contrast and broadcast a distinctly unique signal — one that cuts through the noise and pulls-in those with shared values and beliefs.

At my company, Marmoset, our magnet is best expressed in how we live our purpose and values. We’re the first in the industry to invest 10% of profits into community partners… more than half a million dollars and counting supporting social justice, access to education, houselessness, music and arts advocacy, equity and inclusion, civil rights and more. We’re the only Certified B Corp in our space and also the only one to issue an Annual Transparency Report. Since our inception, we’ve paid more than $25 million in royalties to hard working, blue collar artists — and Marmoset offers the best, most supportive employee benefits package available in our industry (see inside the Transparency Report).

Do you feel the push or pull of the magnet? Does something stir inside of you?

Marmoset’s purpose is to Be Community and the long term vision is to be THE positive disruptor in our space, in terms of equity and access to opportunities — similarly to how Patagonia disrupted their industry for the environment and social justice. If you chat up our team at Marmoset, or the artists we partner with, and many of the clients we serve — they’ll all tell you the same thing. They’re here because they feel the undeniable pull of the magnet.

What’s your magnet?

To my fellow leaders, culture keepers and thinkers out there: What’s your magnet? How is your magnet different from others? What are you inviting people to connect with and feel part of? How can you be methodical and strategic in designing your magnet? Are you comfortable with your magnet pushing some folks away?

We borrowed a tool from Netflix’s “culture deck” concept for prospective new hires to deep dive our magnet before taking the plunge with us. It’s a no frills, exhaustive 92-slide powerpoint deck that goes down all of the rabbit holes about who we are, what we believe and why. By the time you’re done reading, it’s nearly impossible to not have a strong reaction to it — that powerful push or pull of the magnet. It’s been a transformational tool in attracting and retaining All-Stars to our team -- where a third of our staff has more than seven years of tenure.

I was once criticized by a former employee for trying to be a cult leader… it’s the downside of anonymous Yelp style reviews for “public figures” and leaders. While I can assure you I’ve never set out to be a cult leader, I do admit to methodically working on our magnet over the the past thirteen years – and that has an impact. In this specific case, I suspect the backside repulsion of the magnet did its job.

Silver lining: there’s tens of thousands of teams, brands, organizations out there in the world, each with its own unique magnet to try on. The goal is to find one that stirs and resonates inside of you.

- RW

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Note: this is essay #1 of a new series I’m writing to gather “50 Things I Didn’t Learn In Business School” (WIP title), which I aim to package and release in some form or fashion in 2024.

Marmoset supports choice.

Marmoset Staff Retreat, June 2022

Friday’s SCOTUS decision struck a heart-wrenching blow for human rights in our country and beyond. An out-of-touch, polarizing court of mostly old white men, are dragging our communities backwards in time, undoing nearly 50 years of progress. It’s truly hard to fathom.

In spite of recent events, Marmoset stands unequivocal in our support of equity at every level, including gender equity. Abortion, an individual’s right to choose and reproductive rights are not simply issues of politics or religion. These are issues of the highest magnitude for humanity — issues with wide-ranging impacts on gender and racial equity, economics, justice and freedom for all.

Marmoset is committed to building a better future — one where our nation’s broken and shameful past can be acknowledged, systemic inequities can be corrected, and where a bright future can be reconstructed, centered in equity.

Today more than ever, it’s critical for employers to recognize we are nothing without our staff. As such, Marmoset takes a holistic approach in supporting the overall health and wellness of our people:

• Marmoset covers 100% of healthcare premiums for all full-time employees, and our health plans include abortion care. Where restrictions may exist, we are committed to covering expenses for travel, lodging, meals and other related expenses. This support includes any partner or dependent covered under our medical plans.

• We provide a “Flexible Paid Time Off” policy, empowering employees to “take what you need.” This means our staff are empowered to plan their time off collaboratively among their team and co-workers, leaning into equity, acknowledging each of us have unique backgrounds and different needs. There is no cap. Marmoset staff average 8 weeks of paid-time-off annually, per person.

• We provide 3 months of fully paid parental leave, and paid sabbaticals at 4 years, 7 years, 10 years and beyond. Further, we offer a wide spectrum of holistic benefits — outlined in Marmoset’s Annual Transparency Report.

In response to many tragedies experienced across our communities in recent years, Marmoset is hereby doubling down by covering 100% of co-pays for mental health care. We’re also adding child-care coverage for parents on work trips, and we’re following the lead of Patagonia, by adding paid training and bail for those who choose to peacefully protest for civil justice, including reproductive justice.

To our staff: if there’s any point of failure along the way, whether by laws, politicians or healthcare providers — we’ve got your back. We are committed to supporting you and walking with you, no matter what curveballs (or systemic inequities) life may throw at you.

- Ryan

Ryan Wines, Founder & CEO, Marmoset // Track Club

Giving Back May Be All the Rage. But Transparency is Where It’s At.

Note: A version of this essay was originally published on April 21, 2021 by Oregon Business Magazine.

There’s a lot of companies today talking about community support, contributing to the greater good and giving back. While it sure makes for a good social media campaign and compelling copy on a website, do you ever wonder how much of it is real and how much of it is just marketing? 

The truth is, using a for-profit company as a force for good has to go far beyond just writing checks to non-profits. It has to go beyond simply adding inspiring copywriting and marketing pages to your website. To truly walk the talk, a company needs an overarching philosophy, a strategy, and a deeper purpose that threads the needle through every aspect of day-to-day operations and activities, informing and connecting every nook and cranny inside of the business. 

If you’ve truly got a noble, higher purpose at the core of your business, ask yourself this question: What does your company do when nobody's looking? Would you be proud to pull back the curtain and publicly share your company’s most critical internal scorecards, like financials, people policies, pay and benefits, ethics, sustainability efforts and equity metrics for staff demographics and leadership? What do you do when no one is looking?

What does your company do when nobody's looking?

Would you be proud to pull back the curtain and publicly share your company’s most critical internal scorecards, like financials, people policies, pay and benefits, ethics, sustainability efforts and equity metrics for staff demographics and leadership?

The truth is, it’s hard to know who’s talking the talk and who’s walking the walk. It’s challenging to discern who’s sincere about what they’re doing and who’s using trendy “community” copywriting to boost their brand and lift sales numbers. 

The answer is transparency. 

Transparency gives everyone, both internally and externally, a clear line of sight through an organization with objective measurements and tangible context to help understand what’s really happening behind the scenes. Transparency serves as a litmus test for seeing if a company's actions align with the creative copy on the website. 

In January 2021, my team made our first attempt at an Annual Transparency Report. It’s our method for pulling back the curtain -- and it also very publicly shows where our shortcomings are and where we need to improve. It’s all there, worts and all. 

Internally, a Transparency Report gives leaders, staff and prospective employees vital insights to help them better understand the true values, character and integrity of the business and the people running it. It sparks meaningful internal conversations and helps foster a culture of accountability, among both leaders and staff.

Transparency provides a springboard for change and impact. 

Amid today’s rapidly evolving societal landscape, there’s never been a more critical moment for business leaders to consider using for-profit companies to impact the greater good. Rather than wait for government or the next grassroots revolution to spark change, what if the business community led the way? What better Trojan Horse is there to ignite the kind of change our world needs today?

Maybe you’ve heard of Warren Buffett and Bill Gates “The Giving Pledge” where they’re challenging the world’s wealthiest people to follow their lead in giving away most of their wealth to philanthropic organizations by the time they’re gone.

Well, let’s take this a step further. For a moment, let’s consider the impact if three of the world’s largest companies were to lead the way. 

If Apple, Google and Amazon each gave 10% of their 2020 profits to community organizations and causes, that would be $11.8 BILLION dollars donated for one single year. As a point of reference, The Bill and Melinda Gates Foundation gave $589M in 2019.

Now imagine if all Apple, Google and Amazon employees were required (employer paid) to spend two days a year volunteering at community organizations. That would equal about 3.16 million in volunteer hours in one year alone. Similarly imagine if all of these employees were educated on topics like diversity, equity and inclusion. Five hours of DEI training per employee, per year translates to nearly 8 MILLION education hours across all three companies. Can you imagine the global impact of 1.58 MILLION people across the planet each receiving five hours of diversity training a year? 

Further, consider if these global companies all committed to things like pay equity, paid parental leave, and could reach meaningful goals for diverse staff demographics. Imagine if these companies all achieved B Corp certification — meeting the highest standards of verified social and environmental performance, transparency, and accountability.  

If you’re feeling inspired or even a bit curious, hear this: this is a call to all leaders in the greater business community. While it may be hard to see yourself in Apple, Google or Amazon -- the good news is most U.S. businesses are small enough and nimble enough to actually execute this kind of change. Small businesses across our country are the lifeblood of the U.S. economy, creating two-thirds of net new jobs and generating about 44% of all U.S. economic activity. Why not us? 

It all starts with transparency. If one by one, small to mid-sized organizations across our communities backed-up all of the “community” and “giving back” talk by publishing transparency reports, it will help us spotlight and differentiate between the genuine articles and the genuine posers. Becoming a certified B Corp is a great place to start. Publishing a Transparency Report is an equally compelling declaration — sharing with your staff, clients, competitors and community what you truly stand for and why the rest of us should care.

More and more today, people care about where they spend their money. It’s about more than simply getting greatest product or service available. People want to know what’s behind a brand. And some people actually care more about community and societal impact than speed and convenience.

Who’s in? 

RW

Note: A version of this essay was originally published on April 21, 2021 by Oregon Business Magazine.

*This is yet another essay in-part inspired by my friends Mario and Chris — please check out their work too. We believe the process of public writing helps us learn, grow and improves our lives too. We call ourselves the Western Writers League and someday we might make hats with a cool logo.