employee morale happy employees company growth

Company Growth: Why Culture Is Important

Company culture is one of the most important aspects of a company’s development. Companies grow when they embrace a culture of innovation, creativity, and collaboration.

Culture is not only an add-on to your business, it’s the very foundation on which you build all other aspects of your company. Employees must understand how their work contributes to the organization’s success and feel empowered to take risks without fear of reprisal.

Many companies do not understand why culture is important, and as such, they don’t put enough time or energy into cultivating their culture. In this post, we will discuss how you can cultivate your company’s culture to help grow your business.

What Is Culture?

Culture is the shared values, beliefs, and behaviors of an organization or group. A company’s culture can be defined as the unique set of customs that characterize interactions between members of a particular social unit (i.e., employees).

In the workplace, culture includes everything from how people communicate with each other to what their values are. Culture also includes how you work together to get things done. It is a reflection of the core beliefs, practices, and mission of your business.

Strong company culture promotes growth by allowing employees to focus on achieving common goals rather than working against each other to stand out from the crowd. It creates more cohesion within the group, as they are more likely to be on the same page in terms of their values and goals.

happy employee company growth

An Overview Of Company Growth Strategies

Before discussing the impact of culture on a companies growth, we have to further understand how companies grow in the first place. Here are 5 of the most common growth strategies companies use to accelerate their growth and get ahead of the competition.

Market Penetration

The first growth strategy is market penetration. To achieve market penetration, a company must first identify its target markets and then develop products or services that appeal to those markets.

The company must also work to increase its share of the overall market by selling more products or services to its existing customers and/or by winning new customers from competing firms.

This strategy consists of

  • Increasing sales to existing customers
  • Acquiring new customers
  • Entering new markets with existing products
  • Developing new products for existing markets

Market Expansion

The second growth strategy is market expansion. To pursue market expansion, a company must first identify new markets that it can potentially enter.

It then develops products or services that appeal to these new markets and works to win customers in these markets. If a company chooses to engage in this strategy, they must:

  • Enter new geographic markets
  • Enter new customer segments within existing markets
  • Develop new distribution channels

Product Development

When engaging in product development as the chosen growth strategy, a company must first identify potential new products or services that it could offer.

This requires a greater investment as a company may put more money into its R&D departments, as well as a more ambitious culture within the firm.


The fourth growth strategy is diversification. Diversification occurs when a company enters new markets or introduces new products or services that are not related to its existing business.

This can be a riskier strategy as the company is now operating in unfamiliar territory, but it can also lead to greater rewards if the firm engages in suitable business resilience practices.

Strategic partnerships

Another growth strategy is the utilisation of strategic partnerships. A strategic partnership is a formal agreement between two or more companies to work together in some way to achieve mutual benefits.

This could involve working together on a new product or service, sharing resources, or cooperating in some other way.

For example, consider a firm that partners with a local university to develop a new product. The university focuses on the research whereas the firm focuses more on the marketing and sales area. They both benefit from each other’s specialties.

Product-led Growth

Product-led growth companies are those that grow primarily through the adoption and expansion of their product, rather than through other channels such as marketing or business development.

In many cases, product-led growth companies have a freemium model, where the core product is offered for free and additional features or services are charged for.

There are a few key characteristics that define a product-led growth company:

  • The product is the primary driver of growth
  • The product is offered for free, or has a freemium model
  • The company focuses on user acquisition rather than revenue growth
  • The company relies heavily on word-of-mouth and viral marketing
  • The company has a strong focus on retention and engagement

There are many examples of companies that have successfully used a product-led growth strategy to achieve scale.

Slack, the business communications platform, is one of the most well-known examples. Slack grew from zero to 10 million users in just 18 months, largely through word-of-mouth and viral marketing.

Now that we’ve discussed how companies can grow, let’s delve into the benefits of a strong culture on a company and how it can actually lead to growth occurring.

employee looking at a building company growth

Benefits of a Strong Culture Within a Company

Many businesses say that they want to cultivate their company culture, but few can do it successfully. The benefits of a strong company culture include:

Reduced Turnover Rate

Employees can be the most significant assets or liabilities to your company. Investing in their professional development, including providing training and mentorship, will help you retain talented employees for more extended periods.

Lowered Stress Levels

Culture is not only crucial to how people work together, but it also impacts employee well-being, both inside and outside the office. A strong culture can help reduce stress and increase productivity, thereby allowing you to run more successful business meetings and events.

Shared Vision and Clear Mission

When everyone is on the same page regarding your business goals, you can work together to achieve them effectively. It can also help you clearly define and communicate your organization’s purpose to the public. A strong culture can make or break a company, so everyone involved in your organization must understand its value and importance.

Ability to Adapt Quickly in Changing Conditions or Crises

A strong culture helps keep employees engaged and focused during difficult times while also encouraging collaboration within teams. It encourages them to focus on solving problems and coming up with innovative solutions. With a shared sense of culture, employees are more likely to work as a unit rather than go solo.

Employees Feel Like They Are Part of Something Bigger Than Themselves

People want to contribute and feel like they are valued. This is especially important if you’re a startup, as employees will likely be putting in long hours without pay initially; having an encouraging culture can help motivate them during inconsistent and uncertain times.

A Strong Culture of Respect

Employees should always feel safe and valued, regardless of their age, ethnicity, or gender. All employees must be treated fairly to ensure a positive work environment where everyone feels like they belong.

shaking hands about company growth

Why Care About Company Culture?

With the benefits mentioned above, you may already have a glimpse of why culture is important in the internal aspect of your business. However, how does it affect your company’s external image?

Company culture is one of the most crucial business factors to consider when building a strong and cohesive team. Doing so can positively impact many aspects of your organization:

It Helps You Build Better Relationships With Customers and Clients

Employees who feel valued and respected are more likely to value the needs of their customers. When employees understand your company’s vision, they can communicate it with clients in a way that clearly defines what you do and why you do it.

It Helps You Attract Talented Employees

Talented individuals who hear that your company has a strong company culture will be more likely to apply for the job. You can also help build your business’ reputation by sharing what you do with others and how it is helping people.

Talented individuals want to work for organizations that value their contributions and are willing to invest in them. They will be more likely to stay with a company when they feel part of something bigger than themselves, and are part of a high-performing team to boot.

It Helps You Create Positive Public Relations Through Shared Values

When a company’s values align with the public, potential clients are more likely to view your business in a positive light. Having solid values also allows you to set yourself apart from competitors that may lack this same inclusive culture.

public relations company growth

What Is A Good Growth Rate For A Company?

Growth rates can differ from company to company and even from industry to industry. However, in general, a good growth rate for a company is around 20%. This means that the company is growing at a fast pace and is able to keep up with the competition.

Of course, there are always exceptions to the rule. For example, some companies may experience a higher growth rate due to a new product or service that they are offering.

Others may have a lower growth rate because they are in a more mature market.

Nevertheless, a growth rate of 20% is considered to be very good for most companies. It is important to keep in mind, however, that a company’s growth rate can fluctuate from year to year.

For example, a company may have a growth rate of 30% one year and then only 10% the next year.

Growth rates are just one metric that investors use when considering whether or not to invest in a company. However, it is an important metric to consider, as it can give you an idea of how well a company is doing and how quickly it is growing.

Culture can be an excellent way of increasing the growth of your company, regardless of its current growth rate and which stage of its growth it is in at present.

New call-to-action

Stages of Companies Growth: How Can Culture Contribute To Each Stage?

Companies go through different stages of growth and each stage presents different challenges. Culture can be a powerful tool to help organizations overcome these challenges and continue growing at every stage of their growth.

Let’s take a look at each stage of company growth and how companies can use culture to help them grow at each specific stage.

The Startup Phase

The first stage of company growth is the startup phase. In this phase, the company is trying to find its footing, establish itself in the market, and develop its products or services.

It’s apparent that the biggest challenge in this phase is attracting customers and generating revenue  – the bottom line is less important with revenue being the most important financial metric to look at.

One way culture can help companies in the startup phase is by attracting and retaining top talent. A company’s culture should be attractive to prospective employees and should align with their values.

If a company can do this, they will be able to attract and retain the best talent, which will help them develop their products or services and grow their business.

The Growth Phase

The second stage of company growth is the growth phase. In this phase, the company has found its niche in the market and is starting to scale.

The biggest challenge in this phase is scalability  –  the company needs to be able to grow without sacrificing quality or customer satisfaction.

Culture can help companies in the growth phase by fostering a culture of innovation and creativity.

If employees feel like they have the freedom to be creative and innovate, they will be more likely to come up with new ideas that can help the company grow. Additionally, a culture of collaboration will help ensure that all departments are working together towards common goals.

The Mature Phase

The third (and final) stage of company growth is the mature phase. In this phase, the company has reached its full potential and is now focused on maintaining its position in the market.

Their primary focus during this particular stage is sustainability  –  the company needs to find ways to keep growing without jeopardizing its financial stability.

A company’s culture is particularly vital at this stage of their growth, as it plays a part in promoting continuous improvement. If employees are constantly looking for ways to improve their work, the company will be able to maintain its position in the market and continue growing.

If the culture also encompasses greater customer focus, then this also helps by ensuring that the company is always meeting the needs of its customers.

Culture is clearly an important tool that can help companies throughout their business life cycle.

By attracting and retaining top talent, fostering innovation and creativity, and promoting continuous improvement, culture can help companies overcome challenges and continue growing.

pile of pennies with a leaf growing to show company growth

How Can Culture Hurt Company Growth?

It’s no secret that company culture can make or break a business. A strong, positive culture can be the difference between a thriving organization and one that struggles to attract and retain talent.

On the flip side, a negative or toxic culture can do serious damage to a company’s bottom line, through high turnover rates, low morale, and decreased productivity.

So how exactly can culture hurt company growth, and how can we take steps to prevent his from happening. Let’s discuss:

1. Culture Can Lead To High Turnover Rates

If employees are unhappy with their work environment, they’re more likely to leave for greener pastures. This constant churn can be costly for businesses in terms of both time and money spent on recruiting and training new hires. High turnover rates also contribute to negative company culture, as the remaining employees see that their friends and colleagues are regularly leaving.

2. Low Morale Among Employees

When company morale is low, employees are less engaged and productive. They may also be more likely to make mistakes, which can cost the company money. Low morale is often the result of a toxic or negative company culture, where employees feel undervalued or mistreated.

3. Decreased Productivity

If employees are unhappy with their work environment, they’re not going to be as productive as they could be. This decreased productivity can have a ripple effect on the entire company, leading to lower profits and slower growth.

That brings us to the million-dollar question: what can we do to prevent culture from hurting company growth, and instead make it work in our favour?

stressed employee can affect company growth

How Can a Company Create a Positive Work Environment?

There are many ways that you can create a positive work environment for your employees.

Open Communication

The first is to communicate with each employee both on an individual level and as part of the team. From regular status updates to one-on-one meetings, it’s important to show interest and express gratitude when possible.

Employees may feel they have no voice in your organization’s decision-making process if they cannot express their thoughts. This can quickly lead to a loss of morale and productivity levels. Hence, it’s important to be open to your employees’ ideas, even if you may disagree with them.

Managers and Leaders Should Listen More Than They Talk

As a leader within your company, make sure that you are actively listening to your employees and not just waiting for them to stop talking so that you can respond. By listening more than you speak, you are better positioned to understand what your employees need in order to feel valued and satisfied in their roles.

Be a good listener by making eye contact, asking follow-up questions for clarification, and showing them that you are genuinely interested in their points. This can help build trust and respect in your communication process and lead to more substantial business outcomes.

Encourage Teamwork and Collaboration

Let your employees know that you value teamwork and collaboration as a way to support one another’s work. This will help minimize potential conflicts between team members so that everyone can stay focused on their individual jobs while also working toward achieving success for the organization.

Promote Trust in Your Workplace

If you want your employees to trust each other, it’s important to be trustworthy yourself. Being honest and transparent about your company’s goals and progress can help promote a sense of teamwork between all employees, leading to better outcomes for everyone involved.

Give Opportunities for Learning and Growth

Providing learning and development opportunities for your employees demonstrates that you are willing to invest in their future. By encouraging everyone on the team to participate in professional development, they can continue honing skills that will hopefully lead to greater productivity overall for your company.

Check-in Now and Then With Your Employees

Ensure that you are checking in with your employees regularly to find out how things are going. This will allow them to express any concerns they may have about the company’s growth, their role within it, or anything else for that matter, while also allowing them to ask questions if there is something they do not fully understand.

employee morale company growth

The Importance of Employee Morale

Employers should invest in their employees’ well-being for the greater good of the business. This includes making sure that they are contented within their role and providing them with opportunities to better themselves internally as well as through training.

Positive employee morale is important for business growth because it can affect productivity levels. If employees are not happy with their jobs, they may not want to put in the extra effort needed to help move things along within your company.

When employee morale is high, it can help to minimize potential conflicts between employees. Conflict can affect productivity levels, the overall workplace culture, and the effectiveness of your team, so sidestepping instances of conflict is highly preferable.

Therefore, it is crucial to ensure that everyone is satisfied with their roles as well as the company culture and environment overall. If your employees are unhappy with something within your organization or feel unheard in decision-making processes, it may be time to reevaluate your current business strategies.

New call-to-action

How to Build an Inclusive Workplace That Embraces Diversity and Fosters Innovation

In order to make sure that your company is hiring the best and most qualified employees, you should create a diverse workplace where people from different backgrounds can come together to work toward achieving success for your business.

Consider hiring people from different backgrounds who can bring a new perspective and fresh ideas to the table. You can do this by offering opportunities to people from a variety of different socioeconomic backgrounds, along with those who come from a completely different industry altogether.

This approach to recruiting can help you build an inclusive workplace that embraces different perspectives and fosters innovation. A diversified workplace will allow for greater success in the long run.

inclusive workplace company growth

Final Thoughts

Thriving company culture is the cornerstone of a successful business. It can be challenging to manage, but it’s well worth the effort when you consider the benefits you stand to gain. To grow and flourish as an organization, companies must understand why culture is important in the first place and how to foster it effectively.