What Leaders Reward Shapes Company Culture

I recently met a new friend named Dana. He’s a Boston duck boat tour guide, a “conDUCKtor,” whose job is to educate people and have a great time while cruising the Charles River. At the Boston Duck Tours end-of-year celebration, they hand out awards, including the usual ones for safety and for best presenters.  

I think what Dana won this year was even better: “Most Loving” tour guide and a $1,000! He beamed as he described it. Happier than a duck in a puddle. This wasn’t random. It fit him. Dana is a man who leads with warmth, welcomes everyone, and creates that unmistakable energy that uplifts and connects. Amare energy, love at work. His company sees it and celebrates it.  

Why recognizing love works 

The leadership lesson is that when an organization rewards love, love multiplies. Everyone’s performance improves. Psychologist Jonathan Haidt calls it moral elevation. Research shows it increases prosocial behavior, generosity, and cooperation. When workplaces shine a light on loving behaviors, everyone feels the rise. I call it the “Amare Way.” This isn’t soft. It’s science. 

Here are some examples of rewarding love: 

• Zappos uses peer-to-peer recognition, Spotlight Awards, and its “Hero Award” to celebrate employees who deliver WOW-level kindness and service.
• Salesforce brings its Ohana culture to life through peer-recognition platforms, public kudos walls, and volunteer time-off that rewards collaboration and community contributions. 
• CISCO fuels its #LoveWhereYouWork culture with peer-to-peer appreciation tools, global “Connected Recognition” shout-outs, and community awards that honor care, teamwork, and belonging. These aren’t fringe moves. These choices shape performance, retention, innovation, and trust. Leaders reward love because love works to improve business. 

Don’t reward what you don’t want 

Most organizations don’t reward love. They reward obsession. Endless yeses. Profit at any cost. 

What happens? If you reward cutting corners, corners get cut. Reward top performers who mistreat colleagues, and culture decays. Reward chasing profits above all? You quietly trade humanity away, one decision at a time.

Your company’s reward system is your true strategy. Everyone reads the cues.