Beyond the Bottom Line: Why Buddy Media's Culture of Giving Back Led to Lasting Loyalty
A new Sunday Series Edition
Did you see that Mike and Kass’ book is now a New York Times’ Bestseller?
I had to pull out a theme from our conversation that is relevant to this show’s platform.
In today's competitive landscape, businesses are increasingly recognizing that true success extends far beyond profit margins. It's about building a culture that resonates with employees and investors, inspires loyalty, and creates a positive impact on the world. The story of Buddy Media, co-founded by Kass and Mike Lazerow, perfectly illustrates this principle. Their deep integration of a charitable mission, particularly with Cycle for Survival, not only fueled their growth but also forged an unbreakable bond with their team, leading to enduring employee loyalty years after the company's sale.
The Power of Purpose: Cycle for Survival as a Core Value
For Buddy Media, giving back wasn't an afterthought; it was woven into the very fabric of their company. The Lazerow’s passionately championed Cycle for Survival, an event dedicated to funding rare cancer research, started by their late friend Jenn Goodman Linn and her husband, Dave. This commitment wasn't just a corporate social responsibility initiative; it was a personal crusade that became a shared mission for the entire organization.
Buddy Media, co-founded by Kass and Mike Lazerow, was deeply mission-driven, with Cycle for Survival at its core.
Buddy Media was the first corporate team to participate back in 2010, and their involvement grew exponentially, demonstrating how a company can integrate a charitable cause directly into its operational DNA. This long-term commitment, with Kass and Mike riding for 17 years and devotion to continue until rare cancer is cured, illustrates the profound impact of sustained effort in a cause. It became a powerful part of their company's legacy and purpose, attracting and retaining employees who shared their values.
The ROI of a Great Culture: More Than Just Perks
The Lazerows often speak of the "ROI of a great culture," and Buddy Media is a testament to this philosophy. A remarkable example of this is when 30 former Buddy Media employees returned to participate in a Cycle for Survival event a decade after the company was sold. This wasn't merely about past friendships; it was a powerful indicator of how a strong, purpose-driven culture fosters lasting loyalty and engagement.
"The 'ROI of a great culture' is evident when 30 former Buddy Media employees returned to participate in a Cycle for Survival event 12-13 years after the company was sold." - Mike Lazerow
Leading by example was a cornerstone of Buddy Media's approach. Kass explained that their participation in charitable work became a "magnificent glue" for the company culture. When leaders are visibly invested in giving back, it creates a ripple effect, inspiring employees to contribute their time and passion.
Transparency also played a crucial role. Buddy Media shared financial information with employees, treating them like investors or board members. This empowerment, combined with a clear mission, aligned employees with the company's goals and instilled a sense of shared ownership.
Applying the "Cheat Code": Lessons for Aspiring Leaders
The Buddy Media story offers a "cheat code" for aspiring leaders: infuse your work with mission and purpose, and cultivate a culture of resilience, transparency, and shared values.
Integrate Purpose Authentically: Don't just pick a cause; choose one that genuinely resonates with your company's values and your personal beliefs. When purpose is authentic, it becomes a powerful motivator for your team. And don’t relegate purpose to a team — get the ENTIRE company involved from the start. Show the ‘why!’
Lead by Example: Your actions speak louder than words. Actively participate in the causes you support. Your visible commitment will inspire your employees and strengthen the cultural fabric of your organization.
Foster Transparency and Empowerment: Trust your employees with information and empower them to be active participants in the company's journey, both financially and philanthropically. This builds a sense of belonging and shared responsibility.
This approach isn't unique to Buddy Media. Companies like Patagonia have built their entire brand around environmental advocacy and sustainability, integrating these principles into every aspect of their operations. Their commitment to donating a percentage of profits to environmental causes and encouraging employee volunteerism has cultivated a highly loyal and engaged workforce. Similarly, Salesforce is renowned for its "1-1-1 model" (1% equity, 1% product, 1% employee time to community service), which deeply ingrains philanthropy into its culture and attracts employees who are passionate about making a difference. Google (Alphabet Inc.) also prioritizes corporate culture, focusing on collaboration, data-driven decision-making, and employee well-being through various amenities and initiatives that foster loyalty and satisfaction. I would be remiss to not mention Athletic Brewing Co’s commitment to the environment and also helping support causes important to its employees.
The Lasting Impact of a Purpose-Driven Culture
The Lazerows' journey underscores that focusing on "beyond the bottom line" is not just selfless; it's a strategic imperative for long-term success. A purpose-driven culture, built on shared values and a commitment to giving back, creates a powerful sense of belonging and loyalty that extends far beyond the duration of employment.
When employees feel connected to the company's mission and values, they are more likely to be engaged, productive, and motivated to contribute their best efforts.
By prioritizing a culture of purpose and giving, businesses can attract top talent, foster deep employee loyalty, and ultimately achieve both financial prosperity and meaningful societal impact.
For more insights into their journey, watch the full podcast episode: Kass & Mike Lazerow on Worthy for Thirty