If you want to see Jeff Lawson in action, you should watch a great talk of him about company culture and values [1]. Even though I'm a programmer and usually don't think too hard about such topics, I can fully relate to his ideas. He's sharing the process of how they arrived at twilio's company values [2], which really are exceptional.
Usually company values are just written down as a checklist somewhere, which you once read and then forget about. But twilio's values are fun to read, think about and easy to follow.