How to (Actually) Build Culture in Your Business in 2026

The core of building real culture in any business—especially in a commoditized industry like self-storage—comes down to one unflinching question: Does the leader truly care about their people, or is their leadership driven by ego and financial insecurity? Gary Vaynerchuk argues that culture isn’t a perk—it’s the foundation of sustainable success. He rejects the myth that empathy is innate, asserting it can be taught, but also admits it has biological and emotional ceilings. The most powerful cultural shift starts with leadership courage: cutting out toxic high-performers who undermine morale, even when they’re profitable. He warns that allowing a 'negative force' to remain in the organization is like letting cancer spread—inevitably fatal. While some leaders prioritize short-term P&L over culture, Vaynerchuk insists that long-term success depends on prioritizing human well-being. His own life is proof: he sleeps better knowing his team is happy, even if it means sacrificing immediate revenue. The episode ends with a call to dream big—not just in business, but in life—because stretching toward impossible goals is where real growth happens.