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How can Startup founders create and sustain a human-centered organizational culture?
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This paper studies human- centered organizational cultures in startups and the particular role of the founders in creating such by acting purpose-driven. The study is relevant because by supporting founders in establishing and sustaining a human-centered organizational culture, better business performance can be leveraged by attracting and retaining the right talent, increasing employee satisfaction, as well as fostering a purpose-and not an only profit-driven business. Based on applied grounded theory and qualitative research of in-depth interviews within the startup ecosystem, this paper suggests leadership to incorporating an appropriate human-centered cultural mindset, by frequently reflecting on six foundational human drivers, namely: ownership, meaning, belonging, collaboration, participation, and rituals.
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Organizational culture Human-centricity Leadership Startups