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Brie Wolfson (@zebriez), founder of the The Kool-Aid Factory, joins Erik to discuss:

- Why there are detailed playbooks for creating products and other tactical advice for startups, but very little on building culture at your startup.

- Why culture is “how it feels to get the work done” and why it’s a set of actions rather than beliefs.

- Why it always starts with the founders.

- What she learned from Stripe’s approach to crafting their company culture.

- The power of setting your company’s “non-values.”

- The importance of treating internal comms as a first class product.

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