If you want to build a brand that lasts, start by asking the right hiring question. WD-40, the company behind the iconic blue and yellow can, has quietly become a masterclass in culture-driven business. One reason? They bake values into everything—including hiring. Their culture homepage doesn’t just invite applicants to apply—it challenges them. “Do our company’s values resonate with you?” It’s simple. It’s powerful. And it’s radically effective. This single question serves as a filter for alignment, ensuring only those who genuinely connect with WD-40’s mission even consider applying. The result? A culture of trust, belonging, and performance, built from the inside out.

Great cultures aren’t accidental—they’re designed. And WD-40 shows that culture isn’t a poster on the wall; it’s how decisions are made, how people are treated, and how the brand shows up every day. That’s the real work of leadership. If you want to attract talent that strengthens your brand, don’t just write values—live them. Put them front and center in job descriptions, onboarding, and internal rituals. Because when values are clear, consistent, and embodied from the top down, you don’t just build a strong brand—you build a magnetic one.