In a hypergrowth company, culture isn’t just a backdrop, it becomes a force that can accelerate you or quietly hold you back. And as headcount rises, speed intensifies, and (market) pressures raise, every leader eventually faces the same question: will our culture evolve by design or by default?
In this episode, Bonny sits down with Olivia (Lia) van Eyk, CMO of Steadily, to explore what really happens to culture inside a fast-growing company. Drawing on their shared startup-to-scale journey at Onlia and Olivia’s experience leading through rapid expansion at Steadily, they explore the tension between cultures that are intentionally designed versus those that emerge naturally over time. Together, they dig into how culture shifts during growth, what gets lost or strengthened, and how teams can stay connected as complexity rises. Through honest stories and practical examples, they unpack what it takes to maintain a culture, adapt when needed, and build something uniquely yours, without losing the spark that made it work in the first place.
Make sure to watch or listen to part 1 of this episode, Culture by Design, or by Default?
Key Takeaways:
➡️ The culture that got you here won’t always be the culture that gets you there: Growth brings new people, new pressures, and new layers. What works at 5 people often won’t work at 50. Early strengths can become constraints if culture doesn’t evolve with context
➡️ Protect what is sacred, evolve what no longer fits: Culture doesn’t need a full rewrite every time the company evolves. What matters is a steady core: clear values, shared language, stable expectations, that can stretch and strengthen as the organization grows.
➡️ Embrace your weirdness: The best cultures aren’t a copy and paste; they’re shaped by the quirks, rituals, and ways of working that make your team distinctly “you.” Your weirdness is your differentiator, protect it and it becomes a magnet for the right talent.
➡️ Leaders set the tone, but teams evolve the culture: Culture starts with leadership clarity, but culture truly comes alive when employees co-create the everyday habits, behaviors, and rituals that reinforce it.
Listener Challenge:
1️⃣ What’s one part of your culture that needs to evolve as you grow?
2️⃣ What’s one ritual or habit you want to protect at all costs?
Tools & Resources:
➡️ Clip from Four Season’s Isadore Sharp on The Golden Rule
➡️ Steadily's Culture Deck
➡️ Icebreaker: I love you but I cannot smile
➡️ Icebreaker: Hokey Pokey (seriously… try it!)
➡️ Learn more on Dunbar's Number
➡️ Learn more on The Founder's Dilemma
Our Guest:
Lia van Eyk is Chief Marketing Officer for the Austin-based rental property insurance tech brand, Steadily. Previously, Lia was Head of Marketing for Canadian home and auto insurtech startup, Onlia. Prior roles include Global Social Media Marketing with Four Seasons Hotels and Resorts and Agency-side PR for clients Victoria’s Secret, Rimowa, EXPRESS, among others. Lia is a member of the Association of National Advertisers (ANA) CMO Global Growth Council and was one of 100 Global CMO's selected for the Institute for Real Growth CMO 100 Leadership Program.
Our Co-Hosts :
Strategic Thinker. Bold Challenger. Grounded Visionary.
Bonny is a strategist, facilitator, and co-founder of Sidekick Consulting who believes momentum is built in the middle of the mess. With a background as a CMO and over a decade of experience across startup and corporate environments, she’s known for her sharp thinking, no-nonsense mindset, and ability to turn big ideas into grounded action. Bonny brings a calm presence, clear direction, and just the right amount of edge to move things forward—with intention.
Production by PRCPTN Studio.
Directed by Giuliana DiBonaventura