Shit rolls downhill.

Google, “build company culture” and you’ll find a slew of processes, suggestions and 10-step programs to whip your company into tip-top shape. The advice you’ll get is likely on point. That said, building a great culture is simple — get your act together.

If you’re the leadership of a company, you’re the alpha and the omega when it comes to culture. This is particularly true in the case of small companies. Wondering why employees are showing up late for meetings? Wondering why your team doesn’t speak up? Wondering why your team is unhappy? You. You. You.

People emulate leadership. Great leaders are great examples. They’re prepared, they (really) listen, and they consistently collaborate with their teams to transform the best ideas into action. In short, they talk the talk and they walk the walk. This behavior not only sets the example for their direct reports, but it also creates the right environment for the rest of the organization. If a leader values and rewards healthy discussion, it’s likely that their team will share the same perspective. If not, people will leave — and that’s ok. It’s all part of the process.

Unfortunately, the same principle holds true in reverse. As a leader, if you’re disorganized, don’t take feedback, and don’t execute, your company culture will reflect those values. As those unproductive values become pervasive, you’re company will lose the best people which will ultimately translate into serious dollars lost.

You can’t tell people to be great. You must be great to inspire greatness. As a leader you have the unique ability to shape culture and create an amazing environment. But watch yourself. As my former President at AddThis Peggy Fry often reminded me — shit rolls downhill.