In this episode of the AMA Show, Coach Woody and Coach Kristin take on one of the most requested—and misunderstood—topics in business: how to build culture that actually works inside a startup.

Drawing from 15+ years of coaching and real-world examples from founder-led companies, Coach Woody breaks down why most teams struggle with culture (hint: it’s not about perks) and how to build a system rooted in values, rituals, and intentional leadership.

Together, Coach Woody and Kristin explore:

✅ The 3 things every thriving culture is built on: Vision, Values, Rituals

✅ Why most startup values fall flat—and how to make yours stick

✅ How to hire people who actually align with your mission

✅ What to do when your team grows, but your culture doesn’t

✅ How to shift course without losing your people

✅ Building connection and accountability in remote teams

✅ Why culture isn't about where you work—it's about how

✅ The $5 challenge for listeners who stay to the end

Whether you’re hiring your first employee or rethinking culture at scale, this episode is packed with truth, tools, and practical strategies to help you build a team people want to join—and stick with.

Don’t forget to follow the show for real, unfiltered conversations about performance, purpose, and becoming the kind of leader people trust.

Stay connected:LinkedIn: Coach Lucas WoodYouTube: @TheNextBetterWebsite: ⁠https://nextbetter.com⁠

Timestamps:

00:00 – Live from the barn: caffeine and intentionality

01:38 – Why we use caffeine—and what it reveals about us

03:17 – What this show is (and why we do it live)

05:34 – Today’s top question: how to build startup culture

07:24 – Vision, Values, Rituals: the foundation of real culture

08:57 – Why “integrity” isn’t a real core value

10:50 – How to hire using values instead of just gut instinct

12:12 – Sam Walton, Walmart, and what gets lost over time

14:32 – A real client case: defining “agility” as a core value

17:55 – How to help your current team embrace new values

22:52 – What to do when people just don’t align anymore

25:12 – How to exit people gracefully and protect your mission

27:36 – The right way to rebuild culture with your existing team

31:46 – Culture in remote teams: what works and what doesn’t

34:06 – Rituals, in-person energy, and why lunches > bonuses

38:44 – Can remote teams thrive? Only if you do this first.

40:25 – Next question: How do I stay positive in adversity?

42:48 – The “well-being wheel” and redefining self-worth

47:30 – Jen, you’re already bringing value (and here’s how)

49:16 – How to balance ambition and rest without guilt

52:22 – What success actually means (hint: define it yourself)

56:49 – What’s really stressing you out? It might not be work

59:38 – Good is the enemy of great: why saying yes burns you out

01:02:15 – FOMO, false priorities, and chasing the wrong success

01:05:16 – Teaser for next episode: multiple projects, no deadlines