Workplace Stories by RedThread Research How Workplace Culture Shapes Business Success: Ron Storn
Apr 1, 2026
56:12
This week, we’re sitting down with Ron Storn, Chief People and Culture Officer at Truckstop, to discuss culture—how it forms, who owns it, and how it scales in growing organizations. We explore the relationships between systems, processes, and cultural values, and discuss signs of cultural breakdown and the keys to recovery. We also discuss how AI is reshaping workplace dynamics, hiring practices, and performance management, and Ron offers practical, research-based insights and strategies for understanding and supporting positive workplace culture.
You will want to hear this episode if you are interested in...
Defining Culture
Some companies treat culture as little more than a list of values on the wall, disconnected from the day-to-day decisions and actions that define what it’s really like to work there. Ron believes culture is best understood as a set of shared behaviors, decision rights, and expectations to determine how a company actually executes its strategy when no one is watching. It’s how decisions are made, how people are hired or rewarded, and how work gets done when leadership isn’t in the room.
In smaller organizations, culture often starts with a clear vision or set of norms, and systems are built around it. As organizations scale, systems and practices increasingly shape (and sometimes reshape) the prevailing culture, the challenge is finding ways to make culture systemic, woven into processes, rewards, and leadership behaviors, so that the company’s values endure as it grows.
Who Owns Culture? Leadership, HR, and Systems
While HR is often perceived as the “owner” of culture, Ron believes it should be a shared responsibility, with ultimate ownership being at the very top. CEOs and founders define and embody desired cultural norms, while executive leaders model and cascade those norms through decisions and behaviors. HR’s role is to craft the mechanisms for how people are hired, evaluated, and developed to reinforce the company culture at scale. If only HR champions culture while leadership pays lip service or models different behaviors, culture will break down. Everyone, especially managers, must reinforce and live the culture for it to endure.
Signs of Cultural Erosion and How to Recover
When culture unravels, it’s usually a gradual process, increasing decision friction, high performers becoming disengaged, and inconsistent behaviors creeping in across teams. If left unchecked, the result is a loss of trust, bureaucracy, and top talent walking out the door.
Recovery is possible, but it needs radical transparency and recommitment.
Ron recommends that organizations in crisis go back to their roots and principles, engaging teams in candid conversations about what must change. Leaders should model vulnerability, drive clarity on decision-making and expectations, and ensure every manager is accountable for rebuilding the cultural fabric.
Resources & People Mentioned
Connect with Ron Storn
Connect With Red Thread Research
Subscribe to WORKPLACE STORIES
You will want to hear this episode if you are interested in...
- 00:00 How company culture is formed
- 09:19 Building strong HR and leadership systems
- 11:54 Creating a positive culture for business success
- 18:59 Scaling and preserving company culture
- 22:53 Defining team behaviors and principles
- 29:26 Aligning culture with decision-making
- 32:13 Signs of a broken workplace
- 36:50 Challenges with management and team culture
- 41:45 Advantages of remote vs in-person work
- 44:56 AI's impact on workplace culture
Defining Culture
Some companies treat culture as little more than a list of values on the wall, disconnected from the day-to-day decisions and actions that define what it’s really like to work there. Ron believes culture is best understood as a set of shared behaviors, decision rights, and expectations to determine how a company actually executes its strategy when no one is watching. It’s how decisions are made, how people are hired or rewarded, and how work gets done when leadership isn’t in the room.
In smaller organizations, culture often starts with a clear vision or set of norms, and systems are built around it. As organizations scale, systems and practices increasingly shape (and sometimes reshape) the prevailing culture, the challenge is finding ways to make culture systemic, woven into processes, rewards, and leadership behaviors, so that the company’s values endure as it grows.
Who Owns Culture? Leadership, HR, and Systems
While HR is often perceived as the “owner” of culture, Ron believes it should be a shared responsibility, with ultimate ownership being at the very top. CEOs and founders define and embody desired cultural norms, while executive leaders model and cascade those norms through decisions and behaviors. HR’s role is to craft the mechanisms for how people are hired, evaluated, and developed to reinforce the company culture at scale. If only HR champions culture while leadership pays lip service or models different behaviors, culture will break down. Everyone, especially managers, must reinforce and live the culture for it to endure.
Signs of Cultural Erosion and How to Recover
When culture unravels, it’s usually a gradual process, increasing decision friction, high performers becoming disengaged, and inconsistent behaviors creeping in across teams. If left unchecked, the result is a loss of trust, bureaucracy, and top talent walking out the door.
Recovery is possible, but it needs radical transparency and recommitment.
Ron recommends that organizations in crisis go back to their roots and principles, engaging teams in candid conversations about what must change. Leaders should model vulnerability, drive clarity on decision-making and expectations, and ensure every manager is accountable for rebuilding the cultural fabric.
Resources & People Mentioned
Connect with Ron Storn
Connect With Red Thread Research
- Website: Red Thread Research
- On LinkedIn
- On Facebook
- On Twitter
Subscribe to WORKPLACE STORIES