Culture Crush Business LLC

Building Company Culture Through Transparency, Commitment and Goals E24

April 5, 2022

On this podcast, we do a deep dive into companies that are crushing it with a great company culture and this show was no different. We matched up two great companies that are doing amazing things in their companies to grow their company cultures. APS and co:collective were the star companies on the show.


Whether it’s a company that has been around for over 100 years like APS or over 11 years like co:collective, they understand that growing culture is vital and at the root of continuing to grow a successful company overall. We discuss the importance of growing this culture on the inside, with employees, and on the outside with customers and clients. The culture should be transparent and consistent from all angles. One of the ways co:collective does this is by bringing the clients “into the sandbox” to build with them and be part of the process.


The journey and the process is key in growing a good culture. The first step in the process is self transformation which can then drive into company growth and transformation. APS does this through growth mindset focus when growing and adapting in new areas.


This is a great episode to listen to if you are another “company culture” guru that is loving to learn new ways to grow company culture. You can hear the passion and experience in Kit and Leila’s voices, as well as the knowledge that Derek brings from his Cultural Anthropology background.

This show discusses the need for company’s to set bold goals that they will try and achieve. APS has set the goal to be 100% clean by 2050. This is a goal that they are in the process of aiming towards now. Similar to the goal that Black Rifle Coffee set to hire 10,000 veterans, these are large goals but important to help lead the companies in the direction that is supportive of their company culture.


It was great to hear the thoughts, suggestions, examples, and passion from Leila, Kit, and Derek, that it might just be easier to listen and hear for yourself. Enjoy!


co:collective is a creative and strategic transformation partner for purpose-led businesses. We blend strategic and creative thinking to solve problems, marrying robust, logical, fact-based insights with creative, disruptive, intuitive thinking.


We provide our clients with a set of insights, tools, and processes to spur action around their Quests. By defining and subsequently capitalizing on “right space” opportunities, we help expand footprints, open up new markets, and create businesses.


We believe building a successful brand doesn’t begin and end with the marketing department. It starts from the inside out with daily actions, small and large, across the entire business. That’s why we engage relevant stakeholders along the way and help mobilize and socialize teams around the Quest. We work with clients to develop milestone moments that not only inform but engage the entire business.

Derek Newberry

Derek Newberry is an organizational development consultant who specializes in helping leaders build great cultures and drive transformational change.


Prior to joining co:, Derek was an Expert Consultant at BCG, where he worked with Fortune 500 clients to design and implement culture and capability-building programs to support large scale operating model transformations. As a thought leader in BCG’s People Strategy team, he also drove the creation of new offerings and frameworks in the culture and change space, including supporting the development of BCG’s approach to defining the future of work.


Derek is also affiliated faculty in liberal and professional studies at the University of Pennsylvania, where he received his Ph.D. in Cultural Anthropology. Derek delivers workshops on leadership influence, team-building and culture change at the Wharton School’s Aresty Institute for Executive Education. He was a faculty director for the organizational anthropology certificate in Penn’s online bachelor’s degree program, the first in the Ivy League. He also co-developed and launched a series of Coursera courses on team culture that have been taken by over 10,000 learners.


Derek is co-author of The Culture Puzzle: Harnessing the Forces that Drive Your Organization’s Success (Berrett-Koehler) and Committed Teams: Three Steps to Inspiring Passion and Performance (Wiley Press), a Soundview Best Business Book.


Derek hails from Oakland, CA and currently lives in Manhattan, NY with his wife and two daughters.


Connect with Derek on LinkedIn.

Kit Krugman

Kit Krugman is the Managing Director of Organization & Culture Design at co:collective, a creative and strategic transformation consultancy.


Kit has 10 years of experience designing, managing, and growing teams at creative organizations. She has worked on Future of Talent/Future of Work projects for clients like IBM, LinkedIn, and Microsoft and designed organizational change initiatives for diverse communities including schools, design firms, and publishing companies.


In addition to her role at co:collective, Kit is the Global Executive Director of WIN: Women in Innovation – a global nonprofit dedicated to closing the gender gap in innovation by providing concrete learning & resources to women innovators.


Kit is deeply committed to building more inclusive communities and organizations. She has been published in INC, Fast Company, and the Huffington Post and spoken at DisruptHR, Talent2030, and Adobe’s 99U on numerous topics including women in leadership, new organizational models and building a culture of inclusion and innovation.


In addition to her subject matter expertise in organizational psychology and change leadership via a M.A. from Columbia University, Kit brings a deep understanding of narrative and design theory from her B.A. in Literature and Studio Art from Yale. Kit began her career as a K-12 art teacher and is a certified yoga teacher.


Connect with Kit on LinkedIn.

Arizona Public Service (APS)

Arizona Public Service (APS) is working to meet business needs with practices that balance a healthy environment, a vibrant economy and strong communities for current and future generations. They provide our nearly 1.3 million customers with clean, reliable and affordable energy today and are committed to power Arizona’s future with electricity that is 100% clean and carbon-free by 2050.

APS also is the operator and co-owner of the Palo Verde Generating Station – the largest nuclear plant and the single-largest generator of carbon-free electricity in the U.S.


Beyond electricity, Arizona is our home and giving back is an important part of our culture. Their employees volunteer hundreds of thousands of hours to support causes and non-profits important to them. And, this company contributes to teachers and charitable organizations, assists our communities with economic development, and provides millions of dollars in direct financial assistance to customers struggling to pay their bills.

Leila Zaghloul-Daly

Leila Zaghloul-Daly grew up in Phoenix, Arizona.


She is a second generation APS employee and has held various positions in HR at many Fortune 500 companies.


She holds a Ph.D. in Industrial/Organizational Psychology and her current role is as the manager of culture, learning, and inclusion at APS.



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In this insightful episode of the Culture Crush Business podcast, the concept of culture is explored from various perspectives. Kindra Maples, sets the tone by defining culture as the shared rhythm and essence that emerges when people come together, emphasizing its pervasive influence across all aspects of life. Guests Stephen Smith and Jay Rayhons contribute their experiences in sports and business, discussing the importance of understanding and defining one's culture. The conversation deepens as Jay Rayhons shares his approach to financial work, prioritizing understanding clients' personal goals and values before delving into financial details. This emphasis on recognizing deeper values beyond monetary concerns is connected to leadership and organizational culture. The discussion expands with insights from Stephen Smith on maintaining strong connections within remote or hybrid teams, emphasizing proximity, time, and energy investment. Consistency in leadership is highlighted, drawing parallels to military training and the Ooda loop. Trust within organizations is explored, with mentions of the "Trust Factor" book and its O-factor assessment tool. The episode concludes with the guests encouraging listeners to seek the good in others, contributing positively to organizational culture. The importance of genuine inclusivity, openness, and ongoing improvement is emphasized, providing a holistic exploration of culture in the business context. A few books that were talked about in the conversation: Trust Factor: The Science of Creating High-Performance Companies by Paul J. Zak Team of Teams: New Rules of Engagement for a Complex World by General Stanley McChrystal , Tantum Collins Creativity, Inc. (The Expanded Edition): Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull and Amy Wallace Eleven Rings: The Soul of Success by Phil Jackson and Hugh Delehanty Extreme Ownership: How U.S. Navy Seals Lead and Win by Jocko Willink and Leif Babin A few finals thoughts to take from the conversation:  Know yourself and include others on the journey. Look for the good in someone and you will find it.
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This Podcast Episode is on “from the vault.” This episode has a very personal side and connection for Kindra and her guest, Jean Brunson. In this podcast episode, Kindra dives into a candid conversation about the evolution of the podcast and its focus on improving company culture. They reflect on how Jean was the one that pushed Kindra towards a more inclusive approach, emphasizing the significance of Diversity, Equity, Inclusion, Accessibility, and Belonging (DEIAB). The conversation touches on the challenge of addressing diversity and inclusion in the workplace, acknowledging the reluctance some individuals may have in expressing their feelings or concerns due to fear of repercussions. The hosts highlight the need for safe spaces to have open conversations about diversity, recognizing the unique struggles faced by different communities. As the discussion weaves through personal experiences and the impact of diversity in various settings, it emphasizes the multifaceted nature of company culture. They share insights on how the podcast evolved to embrace a broader definition of company culture, extending beyond big corporations to encompass small businesses and diverse groups. The episode also delves into the significance of Juneteenth, tying it to the broader conversation on diversity, inclusion, and belonging. The hosts discuss the recent federal recognition of Juneteenth as a holiday and reflect on the importance of acknowledging historical events that have shaped the experiences of black communities. Throughout the episode, there is an emphasis on the power of conversations, the importance of listening, and the need to create spaces where diverse voices can be heard. Kindra and Jean share their personal growth through this journey, illustrating the transformative impact of intentional efforts to embrace diversity and foster inclusivity in both professional and personal spheres. Thank you Jean Brunson for your contribution to the growth of the Culture Crush Business and Podcast.
November 20, 2023
In our latest podcast episode, we had the pleasure of hosting Lindsay, a seasoned leader with almost 17 years of dedicated service at Desert Financial Credit Union, and Nikki, a passionate advocate for employee engagement and the driving force behind PeopleForward Network. This conversation, as the others that we have, was open, authentic and natural. The conversation led to examples of both companies leading in a human centered and people focused direction.  Lindsay highlighted the importance Desert Financial places on employee satisfaction and creating a workplace culture that empowers and values its staff. This commitment translates into exceptional service for members, where every interaction is more than a transaction. The organization focuses on connection, community, and service to others. Nikki, from PeopleForward Network, provided insights into their mission of sharing resources and insights with a global community of people-first minded leaders. From podcast production to growth consulting, PeopleForward Network collaborates with partners to make a meaningful impact on business development and marketing. These women are making waves in their industries in order to build companies with great cultures. If you are looking for examples, stories, and support for growing your company culture, then this is an episode for you to listen to.
October 27, 2023
In the modern business landscape, a company’s culture is not just an internal matter. It has evolved into a valuable asset that can significantly impact a company’s success and reputation. We know this! However, having a fantastic company culture is not enough. It’s equally crucial to communicate this culture to the broader community and potential partners. One effective way to achieve this is by partnering with experts that specialize in marketing and telling the story of your company’s exceptional culture, such as achieving recognition as one of the best places to work. Having an outstanding company culture is a remarkable achievement in itself, but it’s not enough if it remains hidden within the walls of your organization. To truly reap the benefits of a great culture, you must share it with your community, industry peers, and potential partners. Many companies face the challenge of being the best-kept secret in terms of culture because they don’t proactively communicate their strengths. We had the chance to highlight two amazing ladies from BestCompaniesAZ to talk about the importance of company culture, the benefits of telling the story of company culture, and discussing the work that led them to this space to help shine the light on other companies. BestCompaniesAZ has the expertise to craft compelling narratives around your culture, highlighting what makes your company unique and showcasing the human side of your organization. They are the cheerleaders that you didn’t know you needed! When potential partners and clients hear stories about your great company culture, they are more likely to view your organization as a desirable partner and provider of goods or services. So let’s start telling more stories about great culture! Are you a company interested in sharing the remarkable story of your outstanding corporate culture? Are you a business seeking to demonstrate to the community just how exceptional your company culture is? Do you specialize in conducting employee engagement surveys that reveal the excellence of your company’s culture?  Are you in search of the perfect awards to highlight and elevate the narrative of your company’s culture? Well, then you should listen to this episode!!!
Show More
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In a recent episode of the Culture Crush Business podcast hosted by Kindra Maples, Catherine Mattice, CEO of Civility Partners, and Danielle Pener, Principal Attorney at Alta Employment Law Workplace Investigations, collaborated to illuminate the intricate dynamics of tackling toxic workplace cultures.  Throughout their engaging dialogue, Catherine and Danielle explored the nuances of managing workplace culture, emphasizing the dual challenges of reactive responses to crises and proactive strategies for preventing them. They discussed the triggers prompting organizations to seek their expertise, ranging from public scandals to internal acknowledgments of systemic issues, underscoring the complexity of organizational dynamics. Are you looking for a little more guidance in how to tackle improving culture in a toxic workplace? This is your episode to listen to! Kindra Maples and her guests advocated for a comprehensive approach to workplace culture management, advocating for ethical leadership that prioritizes both employee well-being and organizational effectiveness.
June 25, 2024
On the “Culture Crush Business Podcast,” host Kindra Maples introduces Jonathan Bennett, an executive coach from ClearlyThen Inc., and Amy Looper, CEO of Resilient Growth. They delve into the evolving acceptance of mental health discussions in the workplace, emphasizing the importance of bridging generational gaps in leadership understanding and addressing employee needs.  During the interview, Jonathan and Amy explored the challenges of fostering psychological safety and accountability in organizations. They both acknowledge the resistance from some leaders, who often view these initiatives as peripheral to core business goals. The episode makes it clear that transforming leadership and organizational commitment is essential to creating workplaces where employees feel safe, valued, and motivated to do their best. This is a great episode to listen to if you are interested in the importance of building cultures that are safe and strong.
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This episode of the Culture Crush Business Podcast explores the imperative of fostering inclusive company cultures through a fruitful conversation with Elena Joy Thurston and Gabe Hagen. The discussion underscores the need for inclusive leadership, especially with changing workforce demographics, emphasizing small changes to enhance belonging and engagement.  Additionally, the conversation delves into communication challenges in food service businesses, with Gabe using digital checklists to facilitate staff feedback. Elena advocates for non-binary thinking, emphasizing impact over intent, and both guests stress the importance of vulnerability, learning, and adaptation in creating inclusive work cultures. Overall, the episode emphasizes fostering inclusive cultures in corporate settings to attract diverse talent, focusing on communication, accountability, and continuous improvement.
February 14, 2024
This episode of the Culture Crush Business podcast is a real one- are you ready for it? This conversation includes insightful moments on personal journeys, mental health, and workplace culture. Host Kindra Maples and guest co-host Karen Nowicki dive in with guests Mathew Blades and Eric Brooker, to discuss the power of vulnerability in fostering connections and supporting employees through challenges.  They highlight the importance of initiating difficult conversations, building relationship capital, and creating empathetic workplace cultures. Hear impactful stories, like Eric Brooker’s, illustrating the significance of addressing personal struggles promptly, and gaining insights into navigating high-stakes jobs while prioritizing self-care. Join the conversation to learn how to foster resilience and empathy in your workplace today.
February 5, 2024
In the latest Culture Crush Business Podcast episode, host Kindra Maples and guest co-host James Christensen dive into the dynamic intersection of military culture, personal values, and high-performance leadership with esteemed guests Waldo Waldman and Dan Clark. The conversation weaves through a captivating exploration of resilience, identity, and the pivotal role belief plays in shaping organizational culture.  Dan, drawing from his triumph over paralysis, outlines a three-step approach to nurturing a positive culture—expanded belief, elevated expectations, and empowered behavior. He emphasizes the leader’s crucial role in instilling shared beliefs and fostering transparent communication. Waldo chimes in by stressing the significance of mutual support, admitting mistakes, and aligning with team values. The podcast’s second half delves into the art of professional speaking, emphasizing the importance of customization, embracing discomfort for growth, and the role of vulnerability in ineffective leadership. Dan and Waldo passionately advocate for leaders to connect with all levels of employees, address trust and ego challenges, and embrace a culture of continuous improvement. This riveting and enlightening episode delivers a comprehensive view of leadership, seamlessly weaving together military principles, personal narratives, and actionable advice for fostering a positive and growth-centric organizational culture. There is a take away in here for everyone!!
By Kindra Maples January 23, 2024
In this insightful episode of the Culture Crush Business podcast, the concept of culture is explored from various perspectives. Kindra Maples, sets the tone by defining culture as the shared rhythm and essence that emerges when people come together, emphasizing its pervasive influence across all aspects of life. Guests Stephen Smith and Jay Rayhons contribute their experiences in sports and business, discussing the importance of understanding and defining one's culture. The conversation deepens as Jay Rayhons shares his approach to financial work, prioritizing understanding clients' personal goals and values before delving into financial details. This emphasis on recognizing deeper values beyond monetary concerns is connected to leadership and organizational culture. The discussion expands with insights from Stephen Smith on maintaining strong connections within remote or hybrid teams, emphasizing proximity, time, and energy investment. Consistency in leadership is highlighted, drawing parallels to military training and the Ooda loop. Trust within organizations is explored, with mentions of the "Trust Factor" book and its O-factor assessment tool. The episode concludes with the guests encouraging listeners to seek the good in others, contributing positively to organizational culture. The importance of genuine inclusivity, openness, and ongoing improvement is emphasized, providing a holistic exploration of culture in the business context. A few books that were talked about in the conversation: Trust Factor: The Science of Creating High-Performance Companies by Paul J. Zak Team of Teams: New Rules of Engagement for a Complex World by General Stanley McChrystal , Tantum Collins Creativity, Inc. (The Expanded Edition): Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull and Amy Wallace Eleven Rings: The Soul of Success by Phil Jackson and Hugh Delehanty Extreme Ownership: How U.S. Navy Seals Lead and Win by Jocko Willink and Leif Babin A few finals thoughts to take from the conversation:  Know yourself and include others on the journey. Look for the good in someone and you will find it.
December 12, 2023
This Podcast Episode is on “from the vault.” This episode has a very personal side and connection for Kindra and her guest, Jean Brunson. In this podcast episode, Kindra dives into a candid conversation about the evolution of the podcast and its focus on improving company culture. They reflect on how Jean was the one that pushed Kindra towards a more inclusive approach, emphasizing the significance of Diversity, Equity, Inclusion, Accessibility, and Belonging (DEIAB). The conversation touches on the challenge of addressing diversity and inclusion in the workplace, acknowledging the reluctance some individuals may have in expressing their feelings or concerns due to fear of repercussions. The hosts highlight the need for safe spaces to have open conversations about diversity, recognizing the unique struggles faced by different communities. As the discussion weaves through personal experiences and the impact of diversity in various settings, it emphasizes the multifaceted nature of company culture. They share insights on how the podcast evolved to embrace a broader definition of company culture, extending beyond big corporations to encompass small businesses and diverse groups. The episode also delves into the significance of Juneteenth, tying it to the broader conversation on diversity, inclusion, and belonging. The hosts discuss the recent federal recognition of Juneteenth as a holiday and reflect on the importance of acknowledging historical events that have shaped the experiences of black communities. Throughout the episode, there is an emphasis on the power of conversations, the importance of listening, and the need to create spaces where diverse voices can be heard. Kindra and Jean share their personal growth through this journey, illustrating the transformative impact of intentional efforts to embrace diversity and foster inclusivity in both professional and personal spheres. Thank you Jean Brunson for your contribution to the growth of the Culture Crush Business and Podcast.
November 20, 2023
In our latest podcast episode, we had the pleasure of hosting Lindsay, a seasoned leader with almost 17 years of dedicated service at Desert Financial Credit Union, and Nikki, a passionate advocate for employee engagement and the driving force behind PeopleForward Network. This conversation, as the others that we have, was open, authentic and natural. The conversation led to examples of both companies leading in a human centered and people focused direction.  Lindsay highlighted the importance Desert Financial places on employee satisfaction and creating a workplace culture that empowers and values its staff. This commitment translates into exceptional service for members, where every interaction is more than a transaction. The organization focuses on connection, community, and service to others. Nikki, from PeopleForward Network, provided insights into their mission of sharing resources and insights with a global community of people-first minded leaders. From podcast production to growth consulting, PeopleForward Network collaborates with partners to make a meaningful impact on business development and marketing. These women are making waves in their industries in order to build companies with great cultures. If you are looking for examples, stories, and support for growing your company culture, then this is an episode for you to listen to.
October 27, 2023
In the modern business landscape, a company’s culture is not just an internal matter. It has evolved into a valuable asset that can significantly impact a company’s success and reputation. We know this! However, having a fantastic company culture is not enough. It’s equally crucial to communicate this culture to the broader community and potential partners. One effective way to achieve this is by partnering with experts that specialize in marketing and telling the story of your company’s exceptional culture, such as achieving recognition as one of the best places to work. Having an outstanding company culture is a remarkable achievement in itself, but it’s not enough if it remains hidden within the walls of your organization. To truly reap the benefits of a great culture, you must share it with your community, industry peers, and potential partners. Many companies face the challenge of being the best-kept secret in terms of culture because they don’t proactively communicate their strengths. We had the chance to highlight two amazing ladies from BestCompaniesAZ to talk about the importance of company culture, the benefits of telling the story of company culture, and discussing the work that led them to this space to help shine the light on other companies. BestCompaniesAZ has the expertise to craft compelling narratives around your culture, highlighting what makes your company unique and showcasing the human side of your organization. They are the cheerleaders that you didn’t know you needed! When potential partners and clients hear stories about your great company culture, they are more likely to view your organization as a desirable partner and provider of goods or services. So let’s start telling more stories about great culture! Are you a company interested in sharing the remarkable story of your outstanding corporate culture? Are you a business seeking to demonstrate to the community just how exceptional your company culture is? Do you specialize in conducting employee engagement surveys that reveal the excellence of your company’s culture?  Are you in search of the perfect awards to highlight and elevate the narrative of your company’s culture? Well, then you should listen to this episode!!!
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