Company culture refers to the collective values, beliefs, behaviors, and practices that define an organization and shape its internal environment. It is particularly important for startups as it lays the base for how the team operates, collaborates, and grows. A strong company culture fosters a sense of identity and purpose among employees, guiding their actions and decisions in alignment with the organization's goals. By prioritizing the hiring of "A" players, individuals who are exceptionally talented and often better than oneself, a startup can build a high-performing team that drives innovation and competitiveness.