By Michael McCrory, Event Network
We’ve been reflecting lately on how much the language we use within our company defines and reinforces our culture. Every word carries weight — not just in how it informs, but in how it signals our values, builds connection, and creates a shared understanding of who we are.
Being intentional with language isn’t just a matter of tone or branding. It’s a strategic act that influences how teams collaborate, how leaders lead, and how organisations are perceived.
At Event Network, we’ve spent considerable time thinking about the words we use to describe our people, our goals, and our operations. What we’ve learned is that these choices do more than express our culture; they help shape and sustain it.
While the examples in this piece come from our journey, the principles behind them are universal. Whether you’re in retail, hospitality, technology, education, or any other sector, the language your organization uses, internally and externally, plays a powerful role in defining your identity and strengthening your culture.
We hope that by sharing how we’ve approached this at Event Network, other companies might be inspired to reflect on and refine the language they use to express who they are and what they stand for.
Words that define relationships
When it comes to company language, one of the clearest reflections of our values is how we refer to the people with whom we work.
At Event Network, we don’t use the term “employees.” We speak of “team members.” This shift isn’t about jargon, it’s about philosophy. A team implies unity, shared purpose, and mutual respect. It reflects our belief that every individual plays a vital role in achieving our collective goals.
Similarly, the people we do business with aren’t “clients.” They’re “partners.” That distinction underscores our collaborative approach to retail. We don’t merely provide a service — we align with our partners’ missions and work alongside them to bring those missions to life through thoughtful, immersive retail experiences.
Our words reflect our mindset: we are in this together.
Words that define goals
We often say we are “for purpose.” While we are certainly a for-profit business, profit is not the sole measure of our success. Purpose guides our work, from the partners we align with to the impact our stores make on guests and communities.
For us, retail is a platform to inspire, educate, and delight. Being “for purpose” means every decision is grounded in a responsibility to do more than drive revenue — it’s about delivering value in ways that matter.
Words that differentiate us
In a crowded retail landscape, our company has chosen to differentiate itself not only through what we do, but also through the language we use to talk about what we do.
Years ago, we decided we weren’t just in the business of operating stores; we’re in the business of creating experiential retail environments. That phrase, “experiential retail,” defines our commitment to immersion, storytelling, and memory-making. Each store we operate becomes an extension of the venue it inhabits.
This philosophy is captured in our tagline: The Experience Matters. These three words reflect more than a marketing message — they encapsulate a promise. Every aspect of the retail experience, from the curated products to the guest interactions, is crafted with the intention to enhance the overall visitor journey.
Another term we’ve embraced is “bespoke.” We don’t do cookie-cutter retail. Every store assortment is locally inspired and carefully curated to reflect the venue’s character, theme, and mission. Each product tells a story. Each store has a soul. This is how we ensure every guest walks away with something memorable — not just a souvenir, but a sense of place.
Words that express how we operate
Our values are not theoretical; they are part of our day-to-day vocabulary. We operate with GUSTO, an acronym that encapsulates our core beliefs:
G – Going forward with courage
U – Uncompromising integrity and trust
S – Striving to surpass all expectations
T – Total commitment to purpose and store quality
O – Our team, partners, guests and planet first
These values show up in conversations, decision-making, and how we measure success. They’re not plaques on the wall; they are guiding principles woven into our culture.
In the same spirit, our guest-facing roles aren’t simply “customer service representatives.” We call them Guest Service HEROs. This title elevates the role and recognizes the meaningful impact team members have on each guest’s experience. To be a HERO is to go above and beyond, to be a positive force in someone’s day, to solve problems with empathy, and to leave a lasting impression.
Company language as a cultural tool
Every term we use, from “team members” to “partners,” from “for purpose” to “bespoke,” and from “GUSTO” to “HEROs”, has been chosen to reflect and reinforce our culture. These aren’t just words. They are tools for connection, alignment, and expression.
When companies are intentional about their language, they send a clear message to employees, partners, and the world about what they stand for and how they operate. And when that language is consistent, meaningful, and aligned with values, it becomes one of the most powerful drivers of culture.
So if you’re trying to strengthen your organization’s culture, start by listening to the words you use. Do they reflect your purpose, do they inspire your people, and do they communicate your values? Because in the end, language doesn’t just describe your culture — it creates it.
