When it comes to building a business people actually want to buy, it’s not just about profits — it’s about people.
In this episode, Chris Dyer, bestselling author, culture consultant and former CEO of PeopleG2, joins Sam Penny to unpack how company culture directly drives performance, profitability and business valuation.
Long before remote work became mainstream, Chris built one of America’s most recognised “Best Places to Work,” scaling a fully virtual company through the GFC and eventually selling it — all by putting culture first.
From his Seven Pillars of Culture to radical transparency, and why he ditched one-on-one meetings for faster decision-making, this conversation reveals how culture isn’t soft — it’s a hard-edge advantage that creates enterprise value buyers can see and feel.
In this episode:
- How Chris turned a struggling business during the GFC into an Inc. 5000 success story
- Why transparency (even sharing your P&L) boosts profitability and trust
- The “Seven Pillars” that every great culture is built on
- How to make remote and hybrid teams thrive — without losing connection
- The secret to “feed forward” instead of “feedback”
- The quiet quitting myth — and what’s really behind disengagement
- How culture impacts valuation (and why buyers pay more for great teams)
- The meeting revolution: “Cockroach meetings,” “Tiger Teams,” and eliminating one-on-ones
- Why the future of leadership depends on empathy, AI adaptability, and human-centred thinking
Guest bio:
Chris Dyer is a global culture expert, keynote speaker, and bestselling author of The Power of Company Culture and Remote Work. As the founder and former CEO of PeopleG2, he built one of the world’s first fully remote companies, recognised seven years running as a Best Place to Work. Chris now helps leaders worldwide build transparent, high-performing, human-centred organisations that attract and retain top talent.
👉 Learn more at chrisdyer.com
Follow Chris on LinkedIn: linkedin.com/in/chrispdyer7
On Instagram/TikTok: @chrisdyer
Follow Chris on LinkedIn: linkedin.com/in/chrispdyer7
On Instagram/TikTok: @chrisdyer
Key takeaway
A great culture isn’t a perk — it’s a multiplier.
When you build transparency, trust, and meaningful connection into your business, you don’t just create happier teams — you build a company worth buying.
When you build transparency, trust, and meaningful connection into your business, you don’t just create happier teams — you build a company worth buying.
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