I have recently completed two and a half years at Tacitbase . Last month, my elder brother called me and asked if I was considering moving to a new organization by next year. I told him I wasn’t, as the work environment here is exactly what I’ve been looking for. He suggested that I might find better opportunities and a higher salary elsewhere. I explained that I’m gaining diverse experience, doing quality work, and enjoying a fantastic environment with caring and trustworthy colleagues, something I don’t think I’ll easily find again. He still seemed unconvinced.

A few days later, I spoke with one of my friends who has eight years of experience and has changed companies four-five times. Despite these changes, he was still unhappy. I asked why he felt his previous organizations were unsatisfactory. He told me about unsupportive team leads, colleagues who sabotaged his work, credit wars, and more. But he didn’t mention salary or company logo at all.

That conversation made me realize an important point: his problems weren’t about the salary or the company’s reputation but the small team he worked with daily. I’m not saying the entire organization’s culture was unsupportive, but your immediate teammates play a crucial role in shaping your experience.

In ecology, there’s a concept of microcosms, a small ecosystems within a larger one that you interact with directly every day. This applies to organizations too. Your team is your microcosm, and its culture can significantly fine-tune your growth and experience within the organization(even enterprise). Thus I thought of writing about the cultural advantage startups can gain in the talent war by focusing on building strong, supportive teams.

Why culture is your competitive advantage?

In today’s talent war, startups aren’t just competing on compensation. They’re competing on culture. A strong, authentic culture doesn’t just retain talent, it attracts the right people and amplifies their potential. The statistics speak volumes:

Companies with strong cultures have 72% higher employee engagement and 21% greater profitability, according to Gallup.

Let’s clear up a common myth, a culture isn’t about having the coolest office or offering free lunches. It’s about the shared values and behaviors that define how your team works together. It’s the unwritten rules that guide decision-making and the mindset that drives performance.

Superficial perks might attract applicants, but they won’t keep them. Once employees get comfortable then they start complaining about the real issues they are facing while working, but not to the organization, to their friends, girl/boy friends, families, even to random unknown people they met at airports, railway station, even Uber pool. Employees crave meaningful work and a sense of belonging. Culture provides that. It’s the difference between a team that shows up for a paycheck and one that’s committed to a shared mission.

The ROI of culture in a talent war(Seriously it works?)

Yes, it does. Startups often(most of the time :-D ) operate with limited resources. The wrong hire or a disengaged team member can have a massive impact. Culture helps mitigate those risks. It improves retention, boosts productivity, and enhances innovation, all are critical factors in a startup’s success.

Financially, investing in culture pays off (but how we can do it? Let's talk, DM me). High turnover is expensive(30-50% of CTC too), and the cost of losing top talent goes beyond recruitment. It affects morale, productivity, and can even damage your brand(On these airports, flights and in Uber pool, it's beyond your control). On the flip side, a strong culture reduces these costs and creates a more resilient organization.

How can we build such CULTURE that wins

Creating a strong culture starts with defining your core values(Yep, first understand your own nature, behavior and principals(or principles :-D )). These aren’t just words on a wall- they’re the principles that guide every decision. Hire people who align with these values, not just those with the right skills. During onboarding, immerse new hires in your culture. Make it clear what you stand for and why it matters. And the most important is hiring people who can expand your culture within team and outside organization too.

But culture isn’t a one-and-done exercise. It requires continuous effort(Yes, our CEO talks to us periodically just to check our needles are still directing the NORTH :-D ). Recognize and reward behaviors that reflect your values. Create feedback loops to ensure your culture evolves with your team and business.

Lead by Example

As a founder, you’re the Chief Culture Officer. Your actions set the tone. Be transparent, authentic, and consistent. Employees notice the disconnect between what leaders say and do. Real culture is built through everyday actions, not grand gestures.

In a competitive talent market, culture is more than a nice-to-have, it’s your secret weapon. Design it intentionally, nurture it continuously, and watch it become the engine that drives your startup’s success.

Want to share your experience in hiring? Let's talk.