Craig Senyk, keynote speaker, discussed the importance of culture in an investment firm at an event. He recounted a story of a Canadian-based firm that had a problem due to the gap between the junior and senior partners. This led to the founding partners claiming a larger share of the ownership for taking the early risk, while the younger partners felt they were bringing in most of the new business and should be rewarded accordingly. The battle for ownership had been going on for two years, with no progress. The firm managed to overcome this problem by focusing on their culture and aligning their values and behaviors, which helped them grow from $1 billion to $85 billion in assets. Senyk emphasized that culture is a set of beliefs, values, and behaviors that differentiate one organization from another. He described how his firm’s culture was built on the foundation created by the founder, Chuck Moore, who believed in doing the right thing, with a purpose to provide their clients with financial peace of mind and rid the world of investment evil. Senyk explained that their culture is more than words on a wall; it is a way of life, and they indoctrinate it across the organization with every employee through firm and team off-sites and onboarding processes. The firm also exemplified how their values are used to make decisions through stories that went into a book called “Values in Action.”