In this episode of the Concord Podcast, host Mark Frentz sits down with Rick Hays to explore one of the most pressing challenges leaders face today: creating culture in organizations. Too often, leaders focus narrowly on processes, profits, or short-term fixes, while overlooking the cultural foundations that drive sustainable growth and employee engagement.

Rick opens the conversation by reflecting on lessons learned through his leadership journey, including moments when it felt like “nothing needed improvement.” That mindset, while comfortable, can blind organizations to hidden risks. Through stories of collaboration and transformation at Aircom, Rick describes how a mindset of growth in leadership becomes the catalyst for cultural change.

The episode highlights the “three amigos” dynamic that shaped Aircom’s leadership style and reveals why hiring is so critical when shaping culture. As Rick notes, hiring right isn’t about filling today’s gaps but building a resilient organization for tomorrow. Leaders must learn to recognize when they’ve overlooked the “missing leg of a chair” — those unseen weaknesses that eventually destabilize the business.

At the core of this conversation is the challenge of creating culture in organizations. Rick argues that culture cannot simply be imposed; it emerges through intentional leadership, consistent communication, and the ability to balance openness, honesty, and uncertainty. For example, employees at Aircom went through significant change, and while it wasn’t always comfortable, the results transformed how people worked together and supported one another.

Mark and Rick dive into practical strategies:

• How to foster growth-oriented leadership mindsets.
• Why organizational chaos is an opportunity to identify cultural weaknesses.
• The importance of leaders being transparent while also protecting stability.
• The role of employee trust in sustaining cultural change.

Listeners will also hear powerful reflections on the importance of humility in leadership. Rick emphasizes that leaders who think culture will “just happen” without effort are missing the point. True transformation comes from deliberate action — creating clarity, protecting values, and ensuring everyone in the organization understands their role in shaping the culture.

By the end of the episode, one theme is crystal clear: culture is not a side effect of strategy, it is the strategy. Leaders who prioritize creating culture in organizations unlock higher engagement, better performance, and long-term resilience.

This episode is a must-listen for executives, HR professionals, and entrepreneurs who want to move their organizations from chaos to clarity.

1:45 Nothing to improve?

8:05 The beginnings of the three amigos