It seems like those of us who run a business can’t go five minutes without encountering the term “company culture.” The phrase is always uttered with extreme adoration, yet the very concept seems as nebulous as it is elusive. I could use this column to chime in with my two cents about how to build an awesome culture, but I’d rather use it to tell you why I think investing in culture is worth it in the first place. Frankly, all this culture stuff can be pretty daunting for a busy entrepreneur. Since most startups operate at a break-neck pace, with a concept to prove or a product to launch within a rapidly shortening runway of financing, company culture often gets shoved aside. This is a big, big mistake: Nobody serious about their business should put culture in the corner. Read more.