I would add the caveat that "when companies are growing" only applies to startups, and not traditional new businesses. If you are doubling your headcount every

I would add the caveat that "when companies are growing" only applies to startups, and not traditional new businesses. If you are doubling your headcount every 3 months, then of course you can't set cultural norms, because there isn't enough time. If you have a lower rate of growth, then you can teach new hires the culture as they come in, and it gets passed on.