How Tesla links personal branding to company culture

FTI Supernova 

After the opening night with Obama, the FTI Supernova event, a powerhouse gathering for tech entrepreneurs, investors, and all who thrive on innovation, kicked off yesterday. 

FTI Supernova is the event for tech entrepreneurs, investors & innovation lovers who seek funding or want to be inspired, informed and grow their network all in 2 days. An opening night with president Obama and two days of powerful keynotes, the strongest portfolio companies of the top VC's, interactive sessions with local heroes, cool demo's and last but not least get a unique opportunity in Flanders to pitch your startup to international investors. What an event! 

Beth Davies at FTI Supernova
Tesla Company Culture rules
Teslas job interview guestions

How Tesla and Apple built cultures of innovation, by Beth Davies

Beth Loeb Davies, a former senior leader at Apple and Tesla , shared a behind-the-scenes look at how these companies achieved monumental success where others saw barriers. She unraveled the fabric of innovation cultures —how Apple and Tesla, with their relentless focus on hiring the right people, rapidly integrating them, and continuously engaging them, managed to break the mold and set new paradigms.
One takeaway that resonated deeply was the emphasis on clearly defining and communicating company culture. 

She stated that company culture differs from company values or mission. By company culture, she meant how people think, operate, and make decisions to achieve results.

These guidelines show how Tesla wants his employees to think, act and behave. 

  1. Competitive to be the best in all we do
  2. No fear of solving hard problems ourselves
  3. Entrepreneurial, scrappy
  4. Minimize bureaucracy, just get it done
  5. Efficient and sustainable
  6. Work hard, love what we do, have fun!


She expressed that a company culture must be established top-down, not bottom-up. It must be communicated repeatedly in blogs, interviews, social media, internal and external, so that everyone, from employees to the C-suite, potential new employees, and even customers, clearly knows what they stand for.

The best way to communicate it is—what do you expect—by using storytelling. Tell the story of how someone in the company managed to solve this or that and how that showed a specific aspect of the company culture.

What this has to do with personal branding

I see a clear link between Beth’s keynote and how I approach personal branding. Integrating company culture into your communication doesn't just build a brand; it empowers employees, giving them a clear framework to align their personal branding with their work, making them advocates more easily.

So, my question to you is:
How well do you communicate your culture?
Does every blog post, internal email, and pitch invite others into your culture?
Do you use stories?

P.S. If you're ready, I have 3 ways I can help you make the next step

  1. Read my book. 
  2. Get the online course on personal branding: The Trusted Expert. 
  3. Book a 25 min advising call with me to get an answer on your most prominent questions. 
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