Why you can't build culture.

People ask how we built our culture at Headcase, which is a hard one. Because I'm not sure we really did.

I used to put it down to our 'band' mentality, in what seems like another life now. Or just working with sound people with similar tastes. Eighteen years on though, and I'm now teaching and selling culture as a unique business weapon. So much so it has become both the starting point and the centre point of our most valuable client partnerships.

That journey has really changed how I see myself, not just as a leader but also as a person. That may sound lofty, but it's true. Culture can change everything.

There's no shortage of frameworks out there, but I do find most leaders are looking in the wrong place. Culture isn't something you can engineer. And like values, you can't write it on a wall and expect it to happen.

What I'd say to anyone trying to crack culture in their business is this: pay attention to what lights you up beyond the work. What you read, what you support, the conversations you love having, and the people you love having them with. Because that's where your culture starts. In a place beyond the work.

And in my experience, when you think about culture more like something you feel, and less like something you build, what you find might surprise you. A new superpower? Or nothing at all. Either way, you're better placed to find the north star your team actually needs.

These are the conversations I enjoy most, because they often lead to a really rewarding journey for leaders. If any of this is landing for you, don't hesitate to reach out to have a chat.

Andrew Casey is Headcase's Founder and Head of Strategy & Creative. This piece first appeared in A Touch of Madness, issue six, May 2026.