Nurture your Culture: Dr Marcus Collins on the Power of Culture in Business

A recent Deloitte survey shows that our professional expectations have shifted in the past decade. In 2023, our youngest workers want jobs aligned with their values, where they have a purpose and find a sense of belonging. Increasingly, our workforce looks for good company culture, first and foremost. So how does culture drive strategy? And how can it help your business thrive? We ask Dr. Marcus Collins, an award-winning marketer, professor and author of the best-selling book “For the Culture”.

Culture is the cornerstone of Marcus’s career. Back in 2009, he worked in the music industry, running digital strategy for Beyoncé. He then made a name in advertising; working with agencies like Doner, or Wieden+Kennedy. In the field, he saw firsthand how culture lifts business; so he continued to study it with a doctorate at Temple University. In this episode, he gives us a crash course.  

Marcus will define what culture means, and share his best advice to turn identity into power. We’ll see how culture can help companies reach their community, and find new talents too. Finally, Marcus will explain how to handle cultural questions responsibly, by staying mindful of other perceptions.

Join Marcus and Patrick for a fascinating and energetic conversation. And find out today how culture shapes the company you keep. 

Highlights:

• A deceptively simple concept (2:01)
• Finding a working definition for “culture” (4:07)
• Culture as a measurement of normality (6:43)
• When culture and marketing go hand in hand (7:50)
• Influencing people who see the world our way (9:24)
• How culture transforms a job into a calling (10:39)
• Culture for recruitment: a successful example (13:55)
• Tuning into other people’s perspectives (17:27)
• How emotion interacts with judgment (19:21)
• Benefits of activating your base (22:12)
• The problem with being normal (24:56)
• Using culture for good (26:21)
• Intentions, perspectives, and outcomes (28:04)

Links:

• Cadence Bank Website
• Cadence Bank Twitter
• Cadence Bank LinkedIn
• Marcus Collins Website
• Marcus Collins Twitter
• Marcus Collins LinkedIn
• Marcus Collins Instagram
• Marcus Collins’s book - “For the Culture”
• Deloitte - "The Deloitte Global 2023 Gen Z and Millennial Survey"

If you have questions about the show or topics you'd like discussed in future episodes, email our producers, [e-mail], [e-mail], or [e-mail].

What is In Good Companies?

Starting and running a business or managing one isn’t for the faint of heart. You’re balancing internal and external forces in a continually changing landscape. This is where Cadence Bank’s In Good Companies comes in. We share our wealth of knowledge–and insights from noted industry experts–to guide you through the forces shaping business today.

It’s hosted by Patrick Pacheco, an EVP and President of Cadence Asset Management and Trust, who has more than 25 years’ experience and is a self-proclaimed lifelong learner. He leads discussions with business owners and subject matter experts about how they’re tackling business challenges like:

● What are ways to grow my business without growing my debt?
● How can I turn my data into meaningful information?
● Why is company culture more important than ever?

It’s information you need, in one place, in under 30 minutes. More than 250,000 listeners tune in each week. Shouldn’t you?

ABOUT OUR HOST
With more than 25 years’ experience in wealth management for business clients and a penchant for hosting, Patrick Pacheco is an EVP and president of Cadence Asset Management and Trust, and presenter of the bank’s In Good Companies podcast, now in its fourth season.
His background features years of legal practice and multiple degrees, including a Master of Taxation from University of Houston, a law degree from Southern Methodist University, and both a Master of Business Administration and Bachelor of Science in Economics from University of Texas at Arlington.
Pacheco describes himself as a lifelong learner and someone who loves asking questions–probably the ones you’re thinking about too. He’s especially excited about season four because of the diversity of topics and guests who will not only share their wealth of knowledge, but listeners will also get tips and tricks they can use in their own businesses, careers and professional lives.