A well-defined company culture serves several purposes. First, it lays out the values that drive the company’s success. Second, it helps employees understand how to create that success. Third, it tells the world what makes the company unique. That last point is the focus of this episode of the Igniting Startup podcast. We explore how to promote company culture as a unique part of your overall marketing strategy.
We’ve brought on two experts to help us dive into the subject today. Max Yoder, CEO, and Kyle Lacy, vice president of marketing, are two of the bright minds behind Lessonly, an Indianapolis startup that creates web-based learning software for organizations of all sizes. By hard-wiring company values like “do better work” and “share before you’re ready” into their product and marketing, Lessonly sells its customers a philosophy as well as a training solution. Max and Kyle have successfully transformed Lessonly’s culture into a movement that has culminated in Max’s new book, Do Better Work, releasing next month.
Max, Kyle, and I talk in-depth on how to promote company culture and the marketing strategies that have gotten Lessonly to where it is today. We discuss how to build an extraordinary culture in the first place, and how to intentionally and intelligently market that culture to customers. You’ll also get a taste of what to expect in Max’s upcoming book and a preview of the talk that Kyle will deliver as one of the presenters at our MarTech Madness Pitch Night on February 28. (Get your ticket here!)
In this episode on how to promote company culture with Lessonly executives Max Yoder and Kyle Lacy, you’ll learn:
- The importance of building your marketing around your company’s why.
- How marketing your culture can differentiate your company from competitors.
- Why your product should provide more than just ROI for customers.
- When writing a book might be a good marketing strategy for your company.
- How to build a culture that encourages trust, honesty and creativity.
- The story behind Lessonly’s Ollie Llama mascot and Golden Llama award.
Please enjoy this conversation with Max Yoder and Kyle Lacy!
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- Stream by clicking here.
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Max Yoder and Kyle Lacy quotes from this episode of Igniting Startups:
“If we’re doing our jobs, we better be creating return on investment. We can do more than just our jobs. That’s where the mission comes in. That’s where the philosophy of the business brings it to the next level.” — @MaxYoder on @PowderkegCo
“I think what’s different about Lessonly than most software companies I’ve been involved in is that there is a human element that started at the very beginning that has scaled to now 110 people.” — @kyleplacy on @PowderkegCo
“We can bring different approaches to working that transcend training, that help you do better work in a whole host of ways. So you’re not only buying our software, you’re buying ideas.” — @MaxYoder on @PowderkegCo
“From a values perspective, it was really easy for us to take the platform, the values, everything that we talk about at Lessonly, and distill it down into a message that works.” — @kyleplacy on @PowderkegCo
Links and resources mentioned in this episode:
Companies and organizations:
- ExactTarget (now Salesforce Marketing Cloud)
- High Alpha
- OpenView Venture Partners
- Conner Burt (@conburt)
- Kyle Lacy (@kyleplacy)
- Max Yoder (@MaxYoder)
- Mitchell Causey (@MitchellCausey)
- Scott Dorsey (@ScottDorsey)
Did you enjoy this conversation? Thank Max Yoder and Kyle Lacy on Twitter!
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What stood out most to you about what Max Yoder and Kyle Lacy share in this podcast?
For me, it’s how to build a culture that encourages trust, honesty and creativity..
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