When an entrepreneur starts a business, probably the last thing they think about is the culture they are going to create within it. Yet, it is probably the most powerful force that, later, drives the company forward...or not. The business concept, the underlying technology, the great idea are usually what becomes the underpinning foundation that births the business. But, once all this migrates from the founder(s) to its first employee(s) is truly when it becomes a business...and when the actual DNA of the business is established. Its soul! In this session the importance of small business culture will be confirmed and the significant role it actually plays in the ultimate success of a venture described. Further, examples will be detailed for how to create a culture where employees have a sense of mission and passion for the company's success.