The Exact Tools CTC Uses to Build an Unfair Cultural Advantage

Common Thread Collective

by Common Thread Collective

Oct. 08 2025

What if you could build a culture that adds to your balance sheet — without hiring anyone new or spending more money?

In this episode, Dane Sanders and Bryce Fisher reveal the exact tools and systems Common Thread Collective uses today to design, measure, and maintain its culture — and how you can copy them to create an unfair advantage inside your own organization.

They unpack:

  • How to “gap hunt” — finding cultural friction before it turns into failure

  • Why trust is the only currency that compounds across every level of a business

  • The Rule of 10 framework: how to identify key employees, on-the-fence contributors, and detractors

  • The Key Employee Index and Depth Chart — CTC’s internal tools for tracking energy, alignment, and performance

  • How to apply The 5 Voices framework (developed by Steve Cockram) to create a common language for leadership and communication

  • Why intrinsic motivation (agency, belonging, and competency) drives long-term performance more than any bonus or title ever could

Additional Notes:

Explore the Prophit System:

https://www.prophitsystem.com

Together with …

You’ll also learn how CTC uses level-up coaching, voluntary improvement plans, and AI-enabled performance reviews to fill cultural gaps with trust — not doubt — and build teams that perform better together.


Common Thread Collective

Common Thread Collective is the leading source of strategy and insight serving DTC ecommerce businesses. From agency services to educational resources for eccomerce leaders and marketers, CTC is committed to helping you do your job better.

For more content like this, sign up for our newsletter, listen to our podcast, or follow us on YouTube or Twitter.