How We Built and Sustained Syrup’s Culture for 20+ Years

by Benj Miller | May 6, 2025

“How do I create an awesome culture like Syrup?”
It’s one of the greatest compliments we get and one of the hardest things to explain. Culture isn’t a ping-pong table or a motivational poster. It’s the water your team swims in every day, and you only notice it when it’s either toxic… or disappears. Here is some of what we’ve learned over the last two decades.

Kate here! While Benj shares his perspective below as Syrup’s founder, I wanted to offer mine as someone leading the business today. I’ve been at Syrup for many years, started as an account lead, and I’ve seen firsthand how he built this incredible culture. Now, it’s my honor to help carry it forward and keep building on the foundation he laid.

1. See the Person, Not Just the Position

From day one, we wanted Syrup to be a place where people felt seen and valued, not just for their output, but for who they are. That’s in direct response to a lesson I learned from a former boss, who treated people like expendable tools. I wanted Syrup to be different. I wanted to build people, not use them.

Kate’s Take: This is actually what pulled me toward Syrup in the first place. It wasn’t just the work, it was how much people here genuinely care about each other. That’s still true today. Whether you’re having a big win or a rough week, this team shows up for the person, not just the role.

2. Values Are the Foundation. Habits Are the Glue.

Our values are the same as 20 years ago, and that’s saying something. But values alone aren’t enough. We built rhythms to support them:

• Weekly team meetings
  
• Weekly department meetings
  
• Quarterly coaching conversations
  
• Quarterly socials (during work hours)
  
• We pray together. We share with each other. We celebrate each other.
  

These aren’t perks. They’re scaffolding for a culture of consistency, clarity, and care.

Kate’s Take: These aren’t just boxes to check; each is done with incredible intention. These rhythms are the way we bring our values to life over and over again. That kind of consistency builds real trust.

3. Don’t Confuse Environment with Culture

In the early years, I thought culture was about the vibe: a cool office, a climbing wall, and a foosball table. And while that impressed clients, it didn’t build culture. Culture is built through trust, shared values, real accountability, and belonging. (Turns out, no one ever stayed at Syrup because of the foosball table.)

Kate’s Take: I’m sure some may miss the foosball table, but I’ve seen something even cooler… how our culture holds strong without an office. Going virtual could’ve unraveled us. Instead, we leaned even harder into connection (ie, intentional habits mentioned above) AND we meet in person once a month. Those moments are sacred. Because while culture isn’t about a space or what’s in it, nothing replaces being face-to-face.

4. Hard Times Reveal True Culture

We’ve been through recessions, tech shifts, client losses, and team changes. What held us together? People who were bought in to the mission, to each other, to doing whatever it takes. That’s why our average tenure is 9 years. Loyalty isn’t built during the easy seasons.

Kate’s Take: When the unexpected hits, and it always does, you find out what your culture is really made of. And every time we’ve weathered a tough season, we’ve come out the other side more connected, more committed, and more aligned on the bigger purpose. 

5. Let People Go with Kindness and Clarity

This was hard-won wisdom. In the early years, we didn’t always get it right. But we learned: if someone’s leaving, it should never be a surprise. And it should always be handled with kindness. That protects your culture more than pretending every departure is a betrayal.

Kate’s Take: This really hits home. I’ve learned that how we walk with people, especially when the path is changing, says everything about who we are. It’s not always easy, but it’s always worth doing right.

6. Hire for Character, Coach for Skill

We prioritize values-fit above everything. We also look for people who are:

• Hungry, Humble, Smart (not original, but still helpful)
  
• Committed to continual improvement
  
• High moral standards
  

Skill gaps can be trained. Character gaps fracture teams.

Kate’s take: I’ve learned the hard way that brilliant or experienced doesn’t always mean a good fit. We look for people who make the team better, not just the work sharper. Give me someone coachable, curious, and kind any day of the week.

7. Make Feedback a Habit, Not an Event

People feel safe and empowered when they know where they stand. We’ve baked this into our culture:

• Ongoing feedback in Slack and on the work itself
  
• Systematic quarterly coaching conversations
  
• Clear expectations and consistent support

Kate’s take: ‘No surprises’ is kind of a silent rule around here. We share feedback early and often because it’s not about critique, it’s about care. Like Benj said, if I know where I stand, I can move forward with confidence. That’s what we want for everyone.

8. Make Belonging Immediate

We want new hires to feel three things in their first 30 days:

• Like they belong
  
• Like they matter
  
• Like they are clear on what success looks like
  

That doesn’t happen by accident. It happens by design.

Kate’s Take: Like Benj said, we want every new team member to know right away: you matter here. You’re not just filling a seat and we’re better because you’re in it. Clarity, confidence, and connection, that’s what we aim to give new team members when they join.

9. Rituals Create Safety

As we matured, we realized that consistency breeds security. Putting rhythms behind our values turned nice ideas into reliable experiences. Whether it’s team prayer or quarterly coaching, people know what to expect, and that makes them feel safe enough to grow.

Kate’s Take: Yes to all of this. Rituals aren’t about routine for routine’s sake, they create the kind of steady ground that allows people to take bold steps. Safety isn’t soft. It’s what gives people the courage to be brave.