Business
How to build company culture in a scale-up
Culture is no small thing, and according to Virtual Gurus founder and CEO Bobbie Racette, communication — and even getting uncomfortable — is key.
Anyone can type out a vision, mission statement, and outline some core values. But Bobbie Racette, the founder and CEO of Virtual Gurus, took things one step further: she made sure it was posted at the entrance to the company’s office with messages of inclusion and acceptance.
She says those messages are a central part of the company culture, which she sees as a shared belief in acceptance that unites the approximately 50 people working in the company’s headquarters.
But even with such a visible statement, she struggled to maintain a company-wide focus as the start-up grew and expanded.
“Even though the pandemic was still 300 percent, year over growth, we broke internally,” said Racette. “Because our culture was just a mess.”
For Racette, it required her to realize she couldn’t just instill that culture and stress its importance to her leadership team, hoping it would trickle down. She couldn’t just put it on a wall. She had to model those beliefs and bring them directly to all of her employees.
And she had to listen.
So, what really is culture?
The struggle of building and maintaining culture through rapid growth isn’t rare. The start-up world is littered with companies that lost their way.
Culture is no small thing. It’s the foundation of a business and helps guide decisions — from the big to the mundane. If the focus is sharp and the will is there, it will help guide who is hired and how they fit into the larger team.
It’s not about what the office looks like, or free lunches and abundant snacks — the sort of perk-heavy, laid-back office that has come to be associated with tech startups. The atmosphere of a place is not the core of what it means to work there.
Finding and nurturing that core is particularly important for Racette and Virtual Gurus, which provides companies with remote workers on everything from social media to accounting, and focuses on providing employment for underrepresented communities.
“I realized I had to pull back some of the perks and then push the values and I had to essentially retrain everybody to think, ‘wait, if I’m gonna get the perks, I gotta live with the mission, vision, and values, not the other way around,’” said Racette.
The culture she wanted at the company prioritizes inclusiveness, but also innovation, agility, and positivity. Racette realized it was critical to screen out those who didn’t buy in or could be toxic to the kind of workplace she needed for her company.
“I truly believe that in order to get comfortable, you have to get uncomfortable first. So our entire company had to go through an uncomfortable moment,” she said.
And those values she’s so determined to nurture are personal and hard-earned.
“I have lived through the barriers of being an Indigenous woman, a queer Indigenous woman, who has tattoos and… can’t get a job,” she said at the recent mesh conference in Calgary.
How do you maintain culture through growth or scale-up?
When Racette started the company in 2016, maintaining that culture was easy.
She was the only employee.
Then came funding rounds and growth. More employees in the office, but also more and more virtual assistants — over 1,000 at last count — spread across North America.
“You can run a company all day long, but when you’re scaling, you have to pivot left, right, and center all the time,” Racette told mesh conference attendees.
“And so when you pivot, you have to take your whole company and pivot with you, and when you’re doing that you have to keep the culture during that.”
Screening out those elements toxic to the culture at Virtual Gurus was an important step. Research has shown that toxic culture is a big driver of what’s been dubbed “the Great Resignation.”
Racette also followed the advice from organizations and other businesses when it comes to managing growth and culture — from hiring to setting targets and ensuring she is accountable for both change and cultural stability.
Communication, she said in a recent interview, was key.
“I send out weekly CEO updates by email, and then we’ll have all-hands meetings twice a month, and I host those,” said Racette. “So I’m very communicative about why and how the culture is changing.”
Central to that communication is allowing staff to offer feedback, listening closely to what they’re saying — and not being afraid of criticism. She now does what she calls a daily “lion hunt,” going through the office and checking in with employees.
She also says there has been an increased focus on all of the virtual assistants who form the backbone of the company, but who can’t be there in person for her walks around the office. The company has created a virtual hub to maintain those connections, providing incentives and perks, while also emphasizing the importance of the company values and mission.
“We don’t just treat them like a number,” Racette said.
But like those words written at the entrance to the company office, it takes more than spelling it out and carrying on.
“You can talk about it all day long, it’s actioning it,” said Racette. “And that’s one thing I’ve noticed with us is we were talking about the culture, but we weren’t actually actioning it.”
And, of course, incentives work too. Racette says employee bonuses worth four to eight percent of their salary now hinge on whether they follow the company values.
How has work culture changed over time?
Contemporary workplaces, and certainly startups, are a different beast than the offices of old. They are nimble and often more flexible. And unlike many formal offices, there’s no dress code at Virtual Gurus.
But it’s also about how company’s measure and value work — something that can have a profound impact on culture.
“I think it’s changed from being activity and action-driven to being more outcomes-focused,” said Racette.
At her office, employees aren’t judged for showing up late, or engaging in more activities that don’t necessarily lead to the right kind of results. If it takes five hours for someone to do all their work, then so be it.
Racette wants her staff to be accepting of those around them, and to be adaptable in the face of constant change. In order to get there, it only makes sense to put that same faith in her employees, leading down to nurture that all-important culture.
“You can’t fix your culture or have a good culture unless people have a psychologically safe space to work,” she said.
Stepping off an elevator and seeing a wall plastered with good intentions is one thing, but walking into an office where employees are all committed to goals based on those shared values is another, more successful thing altogether.
Business
mesh conference goes deep on AI, with experts focusing in on training, ethics, and risk
The mix of topics is a major part of the appeal. So is the opportunity to have genuine conversations.
The mix of topics is a major part of the appeal. So is the opportunity to have genuine conversations with senior leaders, and doers, across so many industries for two days.
Day one of the mesh conference was all about navigating innovation, privacy policies, and diversity in a tech-driven world, and day two was all about artificial intelligence (AI) and its impact on media, marketing, business and society.
AI is everywhere, but this day hit different.
“I sat beside a marketer this morning who said he came to mesh because he was interested in the topics, but that he also knew lots about the subject matter so he wasn’t sure how much he’d take away,” said mesh attendee, Sarah Coleman who travelled from Calgary to see mesh in Toronto.
“But after a full day of talks, he said to me that he was totally surprised by the cross-industry perspectives shared, and he walked away from the first day with thoughts he had never considered. For me, that’s the biggest value of mesh and it’s why I travelled across the country for my second mesh conference this year.”
Day two opened up with a frank discussion about the training of artificial intelligence (AI) and data sources with Elena Yunusov, AI strategy and marketing leader with the Human Feedback Foundation.
Yunusov recently started the foundation to crowdsource the human feedback layer that’s missing from private AI models. Private models will continue and make decisions we won’t agree with, she said, but open source initiatives offer the chance for more innovation and better-informed applications.
“We should have more say about how AI is shaped and developed,” said Yunusov.
There are a handful of models influencing us in ways we may not understand. But the Human Feedback Foundation is a small, but mighty open-source project trying to make AI less toxic and more empathetic.
Use human feedback to bring the human voice back into data
After opening remarks, Yunusov continued the AI discussion with Darnel Moore, founder and CEO of Distinct.ly, who sees technology as a tool to connect with people. “We need a way for people to see each other and for businesses to see those people,” said Moore.
Businesses just want to see the data point — not its context. But cognitive bias tells us that time, place, and situation influences people’s decisions, so the data means nothing without context.
Moore said somewhere along the line people became a bug, rather than a feature, for businesses and that needs to change.
“It’s important to get yourself out of the loop of data and buzzwords,” he Moore.
It’s hard when you’re driving hard and fast not to attach yourself to buzzwords. But it’s not about pitching, selling, or moving your product — it’s about connecting with people.
Both Yunusov and Moore expressed puzzlement around the anxiety many people have around AI handling routine tasks.
“Machinery is levelling human beings up from the mundane,” said Moore. People can now be more creative and learn in ways that weren’t possible before, he added.
“We have agency in this and the tools we never had before to get us to the next stages of that journey,” added Yunusov.
We’re living through a bit of a reckoning in tech, she notes. Things are going to change, but how they change should be up to us.
“Change is part of the human experience and we’re just doing it with different tools now,” said Yunusov.
AI is a very divisive concept
Rika Nakazawa, global vice-president with NTT’s New Ventures and Innovation team, joined mesh fresh from COP28’s World Climate Summit in Dubai where there were two camps — one that believed AI is going to be the end of our ability to attain sustainability goals, and the other that thought it would bring the dawn of a new horizon.
Amy Peck, founder and CEO of EndeavorXR, agreed. On one end of the spectrum, it’s the great saviour. We’ll be able to leverage it and achieve all our goals, she said. On the other end is the doom and gloom.
Peck said business leaders need to start understanding data better, urging for bias-free data to be the foundation for AI training algorithms. We’re equal in our humanity, said Peck, so we must learn to embrace our differences rather than vilify them.
“AI is an overnight success, 80 years in the making,” said Nakazawa. “There’s nothing artificial about artificial intelligence.”
It’s all made — binary code is mimicking our brain.
“We have to retrain ourselves to work with AI and not just hand over our tasks to AI,” Peck said.
We needed to manage and prevent food waste
For this event, the mesh conference partnered with Second Harvest to ensure unused food served at lunch would not go to waste. Using Second Harvest technology, unused packaged lunches were donated to a local charity.
“It’s the eHarmony of food,” joked Lori Nikkel, CEO of Second Harvest during a fireside discussion.
Nikkel was joined by Winston Rosser, VP of Food Rescue Operations at Second Harvest, who demoed the technology built to help conquer food insecurity and food redistribution.
Rosser explained that the app connects a variety of donors, from small retailers to major grocery stores, with local, non-profit charities who need food. Before the platform was built, huge trucks were sent to pick up 20 lbs of food from a grocer and take it across the city — an option that was not sustainable. Now, donors can easily connect with one of more than 61,000 charities via the platform.
Rosser also shared some startling stats:
- 58% of all the food produced in Canada is lost or wasted, mostly ending up in landfill.
- 3.9 million Canadians are food insecure.
- Only 4% of food businesses were donating food.
Since the launch of the app, Second Harvest has flipped everything on its head. In 2016 the organization rescued nine million pounds of food, but after the app was deployed, that number skyrocketed — in 2022, nearly 75 million pounds of food was rescued in 2022. Last year Second Harvest kept food worth $234 million out of landfill.
When asked why there’s so much food waste to begin with, Nikkel offered a sober response: “We don’t value food,” she said, adding that we’ve commoditized food to the point where we don’t value it like we used to. An example: many people will buy food in a two-for-one deal even if they don’t need it, and oftentimes it’s simply thrown out.
Adoption requires sponsorship within the organization
Afternoon discussions on day two of the mesh conference also looked at laggard industries, and professionals who can be resistant to change.
Colleen Pound, founder and CEO of Proxure, and Mary Jane Dykeman, managing partner at INQ Law, talked about the difficult task of integrating AI in law and healthcare — two industries that can be averse to technological innovation.
“Their aversion creates a lot of white space to work in,” said Pound, adding that progress looks like evolution rather than revolution.
Dykeman agreed, adding that change in situations like this often takes a foothold when a series of low-risk initiatives are the starting point. Ultimately, they can lead to larger transformations.
In addition, privacy and data security are major issues for both industries that need to be managed first, Pound said. Data management is the starting point.
“Better data and better processes drive better business outcomes,” Pound said.
AI is what you make it
The day’s closing panel included a conversation on AI in media, featuring mesh co-founder and media pundit, Mathew Ingram.
Ingram joked that he would be terrified if he was starting his journalism career today. As the chief digital writer for the Columbia Journalism Review, Ingram noted that distributing information is easier today, but distributing disinformation is also easier.
“The quality of the disinformation doesn’t matter,” Ingram said, saying people believe disinformation because they want to believe it.
“A nine-year-old could think of a more plausible conspiracy theory than some of the ones I’ve seen people believe,” he said.
Chris Hogg, president and founder of the content marketing firm Digital Journal Group (DJG), said he sees B2B content marketing rolling back to what high-quality journalism used to offer. Hogg said success can now require businesses to produce less content, and instead focus on quality and distribution to stand out and drive results.
The fireside discussion also looked at the risks AI poses to the media industry.
AI may not always be able to make things better, but it has great applications as a technology to support journalists.
“It’s a tool that you can use and do things that help you and are valuable,” said Ingram, noting that transcription, story idea generation, and automating mundane tasks are big benefits offered by AI.
While there are considerable risks with OpenAI’s accuracy, deep fakes, and fake AI content, Ingram said the technology is still important.
“I’m a big believer in the power of individuals to change things,” he said. “There are things we thought would be inconsequential, but have changed the world, for better or worse.”
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Join us next year in Calgary for the mesh conference, June 11-12, 2024. The two-day event then returns to Toronto the week of October 21, 2024.
DX Journal covers the impact of digital transformation (DX) initiatives worldwide across multiple industries.
Business
mesh conference hits Toronto this week — here’s what’s in store
This week, innovators and digital transformation leaders from across North America will gather at the Symes in Toronto for the mesh conference.
This week, innovators and digital transformation leaders from across North America will gather at the Symes in Toronto for the mesh conference. With a focus on four threads — business, media and technology, society, and marketing — mesh will connect, share, and inspire others to think about changing how we think, organize, operate and behave.
The mesh conference differs from your typical transformation and innovation event in part thanks to two simple rules: no slide decks and canned presentations, and no pay-to-play sessions. The result? Lively sessions where the audience is encouraged to engage with speakers throughout.
The theme for this edition is “Human-powered, tech-enabled.” Speakers and attendees will explore the pivotal role of technologies in augmenting human capabilities to improve workplace diversity, enhance competitiveness, and even turn back time on human-induced environmental damage through “de-extinction”.
The full mesh speaker lineup
Over the course of two days, more than 20 speakers will take part in the Toronto event on December 6-7, 2023. The full run-of-show, with speakers and sessions, includes:
Canada’s digital policy has gone off the rails. What should the engaged community be doing?
Dr. Michael Geist (Canada Research Chair in Internet and E-Commerce Law, University of Ottawa) will join Tyler Chisholm (clearmotive marketing) to discuss the Meta ban on news, Google’s newly announced search policy around news (backed by $100 million for the industry) and podcasting regulations. Dr. Geist will explain why he has described the law as a “total policy disaster” and an “epic policy blunder” by the government. On the heels of his testimony before the CRTC, he’ll share his insights on what we might expect next and what engaged communities should be doing. Gain a greater understanding of the policy landscape and its impact on how we live and work.
Leveraging AI to create a more diverse and inclusive tech industry
Marissa McNeelands (CEO of Toast) will be joined by Amber Mac to discuss how her company works to eliminate gender bias in tech hiring. TOAST, Canada’s first female-focused talent partner, uses a unique AI-driven recruitment tool to help organizations diversify their tech teams and support women in tech careers. This session will explore the role that data and algorithms could play in fostering a more inclusive workforce.
AI, Creativity, and Inclusivity: Empowering Tomorrow’s Marketing Leaders
This panel explores how AI and creativity can foster economic empowerment through tech skills training and career growth. The panel will delve into the impact of AI on marketing, the importance of diversity and inclusivity in its design, and the role of continuous education. The session aims to understand economic empowerment through tech skills training, career growth, and a nurturing environment. Features Natalie Black (Mia), Liberty White (CHOZEN MEDIA), Prieeyya Kaur Kesh (Mia), and Anne-Marie Enns (Mia)
Innovating for Canada’s Competitive Edge
Join Dana O’Born (Council of Canadian Innovators), Tracey Bodnarchuk (Canada Powered by Women), and Stuart MacDonald (Narrative Fund) as they discuss the future of Canadian competitiveness through the lens of innovation and transformation. This session will explore the technology and energy industries and why innovation is a team sport. Looking at both growing and transitioning sectors, they will explore how Canada can leverage its strengths and overcome challenges to maintain a competitive edge in the global market and create a sustainable, prosperous future.
Why ‘de-extinction’ is vital to fighting climate change
Join Ben Lamm (CEO of Colossal) and Chris Hogg (DJG) for a riveting discussion on de-extinction and its role in combating climate change. Could the woolly mammoth, the Tasmanian tiger, and the dodo bird be agents of change? Learn about Colossal’s groundbreaking work in reviving extinct species and how this contributes to biodiversity restoration. We will delve into the technology behind halting extinction, preserving animal DNA, and reversing human-induced environmental damage. Explore how de-extinction can restore lost ecosystems, increase biodiversity, and contribute to environmental sustainability. This session promises to spark insightful discussions on the future of biotech and environmental conservation.
AI in Marketing: Magic Wand, Double-Edged Sword or Pandora’s Box
Darnel Moore (Distinct.ly) will be joined by Elena Yunusov (Human Feedback Foundation) to explore customer marketing strategies in the context of AI. We will delve into how AI can personalize content at scale and analyze customer behaviour while highlighting the importance of human insight and intervention in marketing. Have we crossed the line when the computer tracks, predicts and influences customer behaviours? Where and when is it best to deploy machine learning and AI in your marketing strategy? At what point in the process is it still best for humans to drive the process? How do we ensure that AI supports the customer journey and that the tools we deploy do not undermine an authentic, transparent relationship? Join us as we aspire to find where the balance is best placed between AI tools and human intention, avoid repeating the mistakes of social media and aim to harness the power of AI responsibly.
The Almighty AI: Friend or Foe for the Sustainability Agenda?
While headlines are dominated by the thrill and alarm of the rise in Artificial Intelligence applications and utility across industries, they have overshadowed another existential hot topic: Sustainability and ESG. This fireside chat will examine AI’s role in the Sustainability agenda for communities, businesses, and national states, and in what ways leaders across sectors are taking action today for impact tomorrow. We might even imagine new kinds of futures where artificial and collective intelligence collide in this unique chat forum. Features Amy Peck (EndeavorXR) and Rika Nakazawa (NTT).
Amplifying Community Actions: Case Study of the Second Harvest Food Rescue App
Lori Nikkel (CEO of Second Harvest) and Winston Rosser (VP, Second Harvest) will join Mark Evans (Marketing Spark) to discuss their innovative approach to combating food waste and insecurity, particularly during the COVID-19 pandemic and its aftermath. They’ll share how their technology platform has facilitated partnerships between food donors and non-profits, enabling them to scale the redistribution of surplus food from coast to coast to coast. Learn about the increased efficiency that allowed them to connect 5,600 donors with 3,400 non-profits–rescuing 24 million pounds of food, averting 79.3 million pounds of greenhouse gases, and saving 13.2 billion litres of water in the last year alone.
AI & Procurement: The Intersection of Innovation, Risk and Law
Join Colleen Pound (CEO of Proxure), Mary Jane Dykeman (INQ Law) and David Potter (Vog) for an enlightening session on the transformative role of AI and technology in professional services. They will delve into how these tools are levelling the playing field, particularly in procurement and legal services. Colleen, with her expertise in automation and predictive analytics, will shed light on procuring AI solutions. Mary Jane, a seasoned health and data lawyer, will discuss the legal and risk management aspects of AI adoption. This session promises a rich blend of insights from the tech startup and healthcare sectors.
What the chaos at OpenAI, misinformation, and fake AI journalists mean for our future
Join Mathew Ingram (CJR) and moderator Chris Hogg as they explore the chaos that has been the world of AI this year. From executive shakeups, to fast-vs-slow AI, to misinformation and deepfakes, this session will explore the current state of AI and what it means for our future.
Digital Journal is an official media partner of the mesh conference. Learn more and get tickets to the mesh conference, happening December 6-7 in Toronto, at meshconference.com
Business
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Veronica Ott is a freelance writer and digital marketer with a specialization in finance and business. As a CPA with experience in the industry, she’s able to provide unique insight into various monetary, financial and economic topics. When Veronica isn’t writing, you can find her watching the latest films!
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