"Culture is not an initiative. Culture is the enabler of all initiatives."

Larry Senn

Reflect upon this quote for just for a moment.

A bit of background... Larry Senn was named the Father of Corporate Culture for conducting the world’s first research on culture and founding Senn Delaney, the world’s first culture-shaping firm, in 1978. He was named the Thought Leader in Trust in America.

Together, let's breakdown his words:

"Culture is not an initiative."

• This means that culture isn't something you can simply launch as a project with a start and end date. You can't just implement a culture program and expect it to stick. Culture requires intentionality, practice and perseverance.

• It's not a checklist item.

"Culture is the enabler of all initiatives."

• This brings to life the foundational nature of culture. It's the underlying framework that shapes how people think, behave, and interact.

• A strong, positive culture amplifies the effectiveness of any initiative, while a weak or toxic culture sabotages even the best-laid plans.

• It's the environment in which all actions take place. It's what makes some actions easy, and other actions nearly impossible.

In essence, culture is the soil in which all other initiatives are planted. If the soil is fertile, the initiatives prosper. If the soil is barren, they simply wither and perish.

This is further reinforced in Matthew 13:8,

"Still other seeds fell on fertile soil, and they produced a crop that was thirty, sixty, and even a hundred times as much as had been planted."

Therefore, as the leader you must prioritize building and nurturing a healthy culture, rather than simply focusing on launching new initiatives.

Culture precedes and enables success.

We live inside this post-trust world, where skepticism and cynicism run rampant, the role of a CEO has evolved beyond just driving profits.

Today’s leaders must cultivate trust, authenticity, and care, both internally with their employees and externally with their clients. This is all about being an intentional leader.

Companies that thrive are those where the CEO leads with heart, fostering a culture where people feel valued. When employees feel genuinely cared for, they extend that care to clients, creating stronger relationships, improved experiences, and long-term business success.

Hear me out on this one... A company’s ability to build strong client relationships starts with its internal culture.

Trust and authenticity are not just sales strategies; they are business imperatives.

In our time together, we will unpack, those CEO's who lead with their heart will build a business that thrives from the inside out.

The Heart of Leadership: Why CEOs Must Care for Their People

You, as the CEO, are the cultural architect.

Intention matters more than technique, and if you sell with genuine purpose, revenue will follow.

This principle applies not only to sales but also to leadership. CEOs who lead with intention, prioritizing their employees’ well-being, foster a culture where people are motivated to go the extra mile for clients.

Here’s why a caring CEO creates and sets the corporate momentum:

Trust is built from the inside out.

Trust is the most critical currency in business today.

Employees who feel trusted and valued by leadership will, in turn, trust leadership and extend that trust to clients.

Employees take their cues from leadership. A CEO who models integrity, care, and consistency creates a ripple effect throughout the organization.

Engaged employees create engaged clients.

A Gallup study found that companies with highly engaged employees experience 21% higher profitability. When employees are engaged, they provide better service, go beyond expectations, and create more meaningful client interactions.

Authenticity at the core of business growth.

Clients are more discerning than ever. They can easily detect and sense corporate insincerity. Authenticity builds trust, which is the foundation of any successful business relationship.

Clients expect transparency. They want to know the "why" behind a business. Authenticity demands that businesses become transparent about their practices, their values, and even their mistakes.

Creating a Culture That Puts People First

“Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.”

Richard Branson, CEO and founder of Virgin Group

For CEOs, the challenge isn’t just about implementing new policies, it’s about creating a sustainable culture that prioritizes care.

CEOs who give a rip about their people, their people will give a rip about their clients.

Here are actionable ways to do this:

1. Build Authentic Relationships Inside the Organization

Authentic relationships are a pillar of trust. People trust those they know and respect. CEOs must foster authentic relationships with their employees to encourage a culture of care.

Appreciation boosts morale and encourages employees to mirror that care in client interactions.

Your action items:

• Conduct regular one-on-one check-ins with your people to understand their personal and professional needs.

• Be transparent about company goals, challenges, and decisions.

• Create leadership development programs that encourage mentorship and genuine connection.

2. Provide Meaningful Value Beyond the Paycheck

Employees who feel they are growing, learning, and making an impact are more engaged.

Value isn’t just about salary; it’s about the experience of working for a company that invests in its people.

Your action items:

• Implement professional development programs that align with employees’ career aspirations.

• Encourage continuous learning through training, book clubs, mentoring, and peer coaching.

• Recognize and celebrate achievements, not just in terms of revenue but in effort and teamwork.

3. Inspire Through Experience, Not Just Words

Leadership isn’t about giving instructions; it’s about leading by example. CEOs who embody care, integrity, and commitment inspire their people to do the same for clients.

Your action items:

• Be present and involved in company culture, participating in initiatives and employee-led programs.

• Show vulnerability and authenticity in leadership. Admit mistakes and share personal growth experiences.

• Celebrate not just revenue milestones but client success stories, reinforcing the importance of client relationships.

4. Instill Disciplined Habits That Reinforce Care

A culture of care isn’t a one-time initiative; it requires consistency. Long term sustainable success is built through disciplined habits.

Your action items:

• Make employee well-being a measurable company goal, integrating it into quarterly reviews.

• Develop internal feedback loops where employees can voice concerns and suggestions without fear.

• Encourage work-life balance with flexible work options, mental health resources, and wellness programs.

Click on the image above to learn about our newest podcast, Culture from the Heart

How a Culture of Care Translates to Client Success

When employees feel supported, they naturally transfer that same level of care to clients.

Caring is not a one-time act.

Here’s how this plays out:

1. Stronger Client Relationships

Employees who feel valued engage with clients more authentically. Rather than transactional interactions, they build trust and rapport, leading to long-term client loyalty.

Transactional interactions are 100% replaceable.

2. Increased Customer Retention

A study from Harvard Business Review found that companies with engaged employees retain customers 18% longer. Satisfied employees lead to satisfied clients.

3. Higher Revenue Growth

In Darrell Amy’s Revenue Growth Engine, he emphasizes that businesses grow when they deepen relationships with existing clients. A culture of care leads to more referrals, upsells, and cross-sells.

A culture of care isn't just nice to have, it's a business strategy that leads to greater client success, deeper loyalty, and increased revenue.

The culture of care leads to positive business outcomes:

• Increased profitability due to client loyalty and repeat business.

• Strengthened reputation by making the company more attractive to potential employees and clients.

• Engaged employees are more resilient and innovative.

CEOs Set the Tone for Success

As a CEO, your impact goes beyond boardroom decisions, it influences the very fabric of your company culture.

When you care for your people, they care for your clients. This cycle of trust, authenticity, and meaningful engagement is what separates thriving companies from those struggling to build loyalty.

CEOs must play a critical role in preserving cultural integrity. Transparent communication help to maintain trust and morale through challenging times. And we know there will be challenging times.

A CEO’s behavior directly impacts organizational norms. Positive actions, open communication and ethical leadership directly impacts employee outcomes.

By living these values, they inspire employees to adopt them, fostering trust and authenticity

Selling from the heart isn’t about gimmicks or tactics, it’s about being real, leading with authenticity, and genuinely caring about people.

This applies to leadership as much as it does to sales.

Actionable Takeaways for CEOs

1. Commit to building authentic relationships throughout the entire organization.

2. Invest in employees’ personal and professional growth.

3. Lead by example with authenticity and transparency.

4. Make care and trust measurable components of company success.

5. Recognize that employee engagement directly impacts client relationships and revenue growth.

The heart of your company beats from the top down. Make sure it’s strong, authentic, and full of care.

Originally published on Larry Levine's LinkedIn.