Hubspot is another great example of a company that's building a disruptive culture. They started by disrupting the marketing industry back in 2010 by reinventing the way we think about marketing. They've gone from leading the charge around inbound marketing to driving a complete shift in how businesses market to their audiences, to a point where aspirational companies are encourage to create "lovable marketing." As their organization has evolved, so has their internal culture. Their culture code explains how they drive their culture internally, which in the end helps them deliver on their brand. Notice, like their marketing campaigns around creating "lovable marketing" they dovetail into how that reflects on their culture, here, their culture code sub-text "creating a company we love."