James Boettcher

CHIEF IDEA OFFICER, FIASCO GELATO

"How your family operates, there are certain perimeters and core values that are really important, and I don't think business should be any different. When I look at our team, we care about one another. It's like a family. We accommodate the needs of our family because we love them. When the authenticity of a culture goes that deep, to those family values, then as it starts to grow, it's just natural. The thing I see happening now - people are trying to force this idea, trying to create something that isn't there. And people are smart - they can see it. If a company decides to do something because it's culture-y, people will be like, this isn't real. Because you just laid off 1700 people."