I've always believed that culture isn't just one component of success–it's the foundation everything else is built upon. That belief is central to my own book, The Mistakes That Make Us, and it's something I speak about frequently with clients, conference audiences, and “My Favorite Mistake” podcast guests.
That's why I was honored when Josh Cunningham, founder and CEO of Rokrbox, included some of my thoughts in his new book, Culture Is the Key: How to Unlock Massive Profits and Freedom. Josh has built a purpose-driven business in the real estate tech space, but the lessons in his book go far beyond that industry. The title says it all–culture is the key to sustainable, meaningful growth.
My Contributions to Culture Is the Key – Chapter 4
In Chapter 4, Josh shared a collection of insights from the time when I was a guest on his podcast, “The Five Star Culture” –particularly around the link between culture, leadership behavior, and organizational learning.
Here is that episode:
In the chapter, he captures several themes I've written and spoken about for years:
- Psychological safety is foundational to a learning organization and Lean. Without it, innovation, collaboration, and continuous improvement grind to a halt.
- Vulnerability in leadership isn't weakness–it's a strength that builds trust. When leaders admit mistakes and model accountability, it sends a powerful signal to the rest of the team.
- Traditional tools like suggestion boxes often create frustration. Instead, we need active systems for discussion, feedback, and experimentation. (A suggestion box without follow-up is just a black hole.)
I especially appreciated Josh's reflections on core values. As I shared with him, values are like the roots of a tree–if they're strong, specific, and lived daily, they provide resilience and alignment in turbulent times.
“Culture is your most enduring competitive advantage. Invest in it, cultivate it, and watch your business thrive.”
That's one of the quotes from Chapter 4, and it's something I've seen across industries–from healthcare to manufacturing to software startups.
Josh's Favorite Mistake–and the Bonus Chapter
Josh first joined me on My Favorite Mistake for Episode 244, where he shared a pivotal story from the early days of Rokrbox. In 2015, just as the company was experiencing rapid growth, 40% of his workforce–a group of Texas A&M students–essentially disappeared overnight as the school year ramped up. It was a painful wake-up call.
Josh realized the mistake wasn't in hiring students. The real mistake was a lack of communication and connection–he hadn't made the work meaningful or tied it to a deeper mission. That experience led to a profound shift in how he approached leadership.
In the Bonus Chapter of his book, Josh tells the full story from the episode and describes the powerful rituals that emerged from that moment, especially their daily huddles. These short meetings became a way to recognize team members, reinforce values, connect as humans, and stay aligned. He writes:
“Consistent rituals create alignment and foster a sense of belonging, transforming a workplace from a collection of individuals into a unified team.”
This mistake didn't break the business–it became a catalyst for the culture that would later define it.
A New Conversation–Available Today
I recently recorded a bonus episode of My Favorite Mistake with Josh, where we catch up on what's changed since his first appearance. Spoiler: a lot.
He shares the story behind writing the book, how Rokrbox has continued to grow through simplification and intentional culture-building, and why Culture Is the Key is more than just a title–it's a playbook.
We talk about how:
- Simplifying internal processes led to lower prices for clients and raises for employees
- Core values drive daily decision-making
- Technology and human capital can support each other, not compete
They're driving win/win/win improvements: Good for clients, employees, and the company. That's ideal!
I hope you'll give it a listen or watch. It's a great follow-up to his original story–and a reminder that mistakes, when paired with reflection and humility, can become our greatest assets.
Final Thoughts
Whether you're in real estate, manufacturing, healthcare, or tech, I believe this truth holds: Culture doesn't happen by accident. It happens through deliberate choices, consistent behaviors, clear values, honest reflection, and the willingness to learn from mistakes.
Josh's book is a great reminder of that. And I'm proud to be included in its pages. Thanks and congrats, Josh!
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Let’s work together to build a culture of continuous improvement and psychological safety. If you're a leader looking to create lasting change—not just projects—I help organizations:
- Engage people at all levels in sustainable improvement
- Shift from fear of mistakes to learning from them
- Apply Lean thinking in practical, people-centered ways
Interested in coaching or a keynote talk? Let’s start a conversation.
