“I believe culture is cash. I think our company culture always delivered at least 10 percent extra in revenue. I believe 10 percent on top was always due to the culture because they really wanted to be successful. They really wanted to see the company succeed… When you have high-quality people that feel really good about the company they work for, you're going to feel it at the customer level. When you walk into a business and you're not being treated right, I can guarantee you there's a manager not treating that person right or there's an owner not treating their staff right.”

S04E10 of the Rethink Culture podcast shines the spotlight on Eric Malka. Eric is a visionary entrepreneur best known as the co-founder of The Art of Shaving, a luxury grooming brand that grew to 150 stores and global distribution before being acquired by Procter & Gamble. In this episode, Eric shares how he and his wife built a brand rooted in natural ingredients, obsessive customer focus, and a culture of ownership. He reflects on the importance of hiring passionate people, training them deeply, and creating a workplace where employees felt like owners. Eric also discusses his leadership evolution, the philosophy of “culture is cash,” and why the art of shopkeeping is fading in today’s retail landscape. His insights offer a masterclass in building businesses people love to work for and buy from.

📢 Do you want to build a high-performance culture? It all starts here:www.rethinkculture.co

Production, video, and audio editing by Evangelia Alexaki of Musicove Productions.

Listen to this episode to discover:

· Why Eric believes “culture is cash” and how it added 10% to revenue.

· How obsessive customer focus shaped every decision at The Art of Shaving.

· Why Eric spoke to every new hire, even with hundreds of employees.

· How training and purpose created a “cult-like” culture of ownership.

· Why retail is like a Broadway show and how that mindset drives performance.

· How Eric’s leadership evolved through emotional regulation and self-awareness.

Further resources:

· Eric Malka’s Website: https://www.strategicbrandinvestments.com/

· Eric’s LinkedIn: https://www.linkedin.com/in/eric-malka-9071529/

· On the Razor’s Edge: The Story of the Art of Shaving, by Eric Malka: https://www.amazon.com/Razors-Edge-Story-Art-Shaving-ebook/dp/B0D7ZT6QYY

· Good to Great, by Jim Collins: https://www.goodreads.com/book/show/76865.Good_to_Great

· The 7 Habits of Highly Effective People, by Stephen R. Covey: https://www.goodreads.com/book/show/36072.The_7_Habits_of_Highly_Effective_People

· Traction: Get a Grip on Your Business, by Gino Wickman: https://www.goodreads.com/book/show/8256620-traction

· Scaling Up: How a Few Companies Make It...and Why the Rest Don’t, by Verne Harnish: https://www.goodreads.com/book/show/23441052-scaling-up    

Chapters:

00:00 — Introduction to Eric Malka & The Art of Shaving

01:47 — The Humble Beginnings of The Art of Shaving

03:24 — Creating a Unique In-Store Experience

06:12 — The Role of Intangibles in Brand Success

07:12 — Scaling Customer Experience Across 150 Stores

10:16 — Building a Culture of Ownership Among Employees

12:47 — Cultural Practices Worth Replicating in Other Companies

14:01 — How Culture Directly Drives Revenue

18:55 — Evolving Leadership Through Emotional Awareness

21:10 — The Decline of Shopkeeping and Customer Service

27:18 — Advice for Entrepreneurs on Building Strong Foundations

28:19 — Recommended Books for Conscious Business Leaders

29:50 — Where to Learn More About Eric Malka