"I tell founders this all the time, your goal is to build the company, the environment, to build the place where all the best people in your industry want to work and never want to leave." S02E11 of the Rethink Culture podcast shines the spotlight on Jeff Hoffman, a successful entrepreneur, CEO, motivational speaker, and Hollywood film producer. He has also the producer a Grammy-winning jazz album and served as executive producer of an Emmy-winning television show. Throughout his career, he has also founded multiple startups. Jeff rose to prominence as CEO of priceline.com, which morphed into booking.com, youbid.com and many more. Jeff shares his valuable insights and stories with us, discussing how to attract and retain rock star employees, how to reward culture fit, and how to demonstrate compassion without undermining performance. Jeff's current focus is on working with creative young people through events like Junk Kouture, encouraging them to pursue their passions and forge their own paths in life. The podcast is created by Rethink Culture. Our goal is to help 1 million businesses create healthier, happier cultures, by turning culture into a KPI. Visit rethinkculture.co to see how you can create a healthier culture at your company. Production, video, and audio editing by Evangelia Alexaki of Musicove Productions. Listen to this episode to find out:· How to discover, attract, as well as keep rock star employees.  · About the inspirational story of Natalie and the Golden Ninja award. · Why putting culture on a poster but not living it yourself undermines your credibility. · Why it is essential to do both skill and cultural assessments for your staff as well as business partners. · How to strike a balance between compassion and accountability, as well as high performance and caring. · Why scaling your business happens when you have empowered your employees to the point where you can trust them enough to get out of their way. · What a Culture Committee does and how to treat each other every day by engaging in behaviours that make people feel respected and valued.  · What is the impact of culture on your brand. Further resources: · Book: 'Scale: Seven Proven Principles to Grow Your Business and Get Your Life Back', by Jeff Hoffman & David Finkel: https://www.amazon.com/Scale-Seven-Proven-Principles-Business/dp/1591847249  · Jeff's LinkedIn: https://www.linkedin.com/in/jeffhoff/  · Jeff's Instagram: https://www.instagram.com/speakerjeffhoffman  · Jeff's website: https://www.jeffhoffman.com/