Matt Marcotte on Creating Cultures That Win

Meet Matt Marcotte, the founder of The M2 Collaborative, a leadership coaching and brand strategy consultancy.

This conversation follows Matt's 34-year career in retail and his time at Salesforce. Matt calls himself a "consumer anthropologist" because he loves understanding why people behave the way they do.

He believes that great customer experiences start with employees who feel valued and supported. When people believe in what they do, they create stronger connections with customers.

Matt talks about key ideas from his book, Built on Belief, such as "people not products" and "belief fuels commitment." He explains the difference between a culture where employees only follow rules (compliance) and one where they care and take ownership (commitment). He shares real examples from places such as Apple, Trader Joe's, Chewy, and Zappos to show how strong cultures are built.

Matt also gives simple steps for leaders: know why you want a commitment culture, understand where you are now, move in small steps, and involve employees in shaping the future.

[03:22] Matt's Career Journey

[06:44] Key Themes in Matt's Consultancy and his Book 

[11:53] Culture of Compliance vs. Culture of Commitment 

[19:54] Building a Culture of Commitment 

[24:43] Starting with the Heart 

[33:05] Examples of Starting with the Heart 

[39:53] Practical Steps for Shifting to a Commitment Culture 

Connect with Matt:

LinkedIn: linkedin.com/in/mamarcotte/

Website: m2collaborative.com/

Mentioned in the episode:

Built on Belief: Why Cultures of Commitment Are the Competitive Advantage: amazon.com/Built-Belief-Commitment-Competitive-Advantage

Blueprint for Customer Obsession: amazon.com/Blueprint-Customer-Obsession-Marbue-Brown