Why Founders Design Cultures They Don’t Actually Live in

I went to an Inc. Best Workplaces event expecting ideas. I didn’t expect a mirror.
As panelists shared what made their cultures thrive, they ticked off all the expected benefits: unlimited PTO, mental health stipends, flexible schedules, even monthly wellness reimbursements. And yet, every one of them, unprompted, said the same thing:
“I don’t really use those benefits myself.”
They weren’t bragging. If anything, it came with a sheepish shrug. But that confession stuck with me.
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Because I’m guilty of it too.
As the founder of Avidon Health, a behavior change platform that helps companies support their employees’ well-being through coaching, content, and mental health tools, I spend every day working to help other people feel better. But am I actually practicing what I promote?
Don’t skipover the Golden Rule
Somewhere along the way, many founders abandoned the Golden Rule: Treat others as you want to be treated, in favor of what we now call the Platinum Rule: Treat others how they want to be treated.
In theory, that’s a good thing. It prioritizes empathy. It builds custom experiences. It’s how you evolve from one-size-fits-all to inclusive leadership.
However, too many founders go straight to the Platinum Rule without ever checking in on themselves. They build generous cultures, design flexible policies, and pour effort into creating workplaces people love.
Then they exclude themselves from that very design.
The founder culture gap
According to Inc.’s 2025 Best Workplaces data, 80 percent of honorees offer mental health resources. But if the people in charge are too burned out, busy, or ashamed to use those tools themselves, what message does that send?
I’ve heard the rationalizations. I’ve made them.
“I don’t have time.”
“My team needs it more than I do.”
“I’m the exception, not the example.”
But those justifications fall apart under the weight of reality.
The mental health crisis at the top
Founder burnout should be the headline.
A 2025 survey from Sifted found that 54 percent of founders experienced burnout in the last year. Even more staggering, 46 percent rated their mental health as “bad” or “very bad.”
Balderton’s Founder Wellbeing Report 2024 shows that 70 percent of founders agree that stress and burnout are persistent and significant problems.
And we wonder why good companies fade, why teams disengage, or why vision starts to erode. The truth is that your culture can’t be healthier than you are.
Imagine if founders used the mental health tools they provide
Let’s flip this.
What if my own mental health weren’t an afterthought but a recurring line item on my calendar?
What if I took advantage of the exact same health coaching that we provide to our clients?
What if I talked about it openly?
The ripple effects would be powerful.
Research shows that when leaders actively model health-supportive behaviors, their employees are more likely to adopt similar behaviors, leading to improved team-wide well-being.
We’re so focused on protecting the team, we forget that we’re part of the team too.
If you want your team to trust the culture you’ve built, they need to see you live it. That means using the PTO. That means saying no when you’re overwhelmed. That means seeking help when you’re struggling.
As leaders, we can’t just preach resilience. We have to practice it.
The culture you build should include you
If you’re designing a workplace for the long haul—for retention, for impact, for an Inc. Best Workplace award—don’t build it around the version of you that never gets tired, never needs help, and never steps away.
Build it for the version of you that’s human.