Your Mission Statement
In small companies, culture are the values and beliefs that you as an organization hold dear and close.
Your mission statement and future plans for the company dictate what your company believes in and what kind of a team that you want to build around you.
For example my startup’s mission statement is to solve the world’s problems that matter and to provide solutions to them. We believe in this and we want to help make the lives of our target market much easier and better.
I believe in this mission, and i want a team around me which also believes in this mission. I want passionate team members who will bring to the table their passion for solving problems and want to be part of this experience of building the company. I do not want people who only work for money as they will not be able to understand why and what we do.
When your company is in the startup stage it is you who will have to be the first one to initiate the culture, but do bring on your team members on board because without their support it will become if not impossible extremely difficult for you to maintain. You have to be the example which your team will follow.
If you try your best, but your team is not willing to accept the culture then it will not be possible for you to carry this on for the long term. It is essential that you bring your team especially your senior management on board.
It takes a team to grow a culture. 
Steve Jobs of Apple Inc. believed in great design. He did not allow products of poor quality and design to leave the design table. If he found something to be lacking and the deadline was approaching fast, he would scrap the whole thing and redo everything. This is what I mean that you as the leader have to act on what you say. There is a reason why during his time Apple products were so well designed of top quality. He himself took part in the design and development process.
He turned Apple into a company which believed in building well designed products, and not some boring duplicates.
I believe that if you work on the products which align with your mission statement and values as a company your team will also embrace that.
Be Responsible & Accountable
You as the founder of your startup will be the one who will be managing the culture. You have to ensure that you and your team follow the culture.
Suppose you want to endorse a culture where late sitting does not take place and that your resources come on time every day and leave on time every day.
You yourself will have to come on time and leave on time. You have to lead by example. When your resources will see this they will get a sense of responsibility. Talk to them about this as well so that they know why you are trying to enforce this. Show them the benefits of this and soon they will understand.
If you like reading and learning new skills, then encourage that. Purchase online courses for your team so that they study them. Dedicate a part of your team’s working hours to be spent on learning new skills.
If you want to build a product in your company, then you may not have to be the only one who works on it. Apply the 80/20 rule in your company and let your team work on their own ideas during the 20% of their time and they work on other tasks during the 80% of the time.
When you see an idea worth working on, build a team to work on it. Hold hackathons to find new ideas. The point is that you as the founder have to be the one who enforces these rules. You have to practice what you preach as well. Be open with your team, and bring them on board, and explain to them why you want to do this.
I myself love to learn new skills, and to apply them, and so does my team. I have purchased courses on udemy.com for my team to study. In fact when ever they ask me to purchase a course for them i purchase that course. I believe that letting my team have what they want makes them even more motivated to work with me.
They feel well taken care off that i care about them, and i do because i want them to do well in life. If they do well in life they will do well in my company as well.
When you hire a resource for your company, make sure that he fits in your culture. As mentioned earlier your company culture is being passionate about solving problems.
In large companies or organizations cultures do not matter as their aim is to hire the resource for the least amount of salary and their actions will not have much of an impact in the running of the company. Since your company in a small startup which needs input from everyone in order to survive, and grow hiring a wrong person for the job even if he has the skills may mean disaster for your company.
Suppose you hire a hot shot programmer who writes the most beautiful code, and is really good at his work, but he is not passionate about your mission. He only comes day in and day out just to work and make some money. He does not care what problem gets fixed.
Eventually he will spoil your environment and your other team members will start to get influenced by him.
Even if you hire a mediocre programmer, who is willing to learn and improve and believes in solving problems, i say hire him instantly. As time passes he will improve in his skills, and he will show more passion than the other hot shot programmer.
It is of utmost importance of who gets to be in your team. As your team will increase in size it will become even more difficult to manage your culture and to enforce it. Then you will have to hire people who will do this for you, but do make sure that your culture is not lost in the growth machine and day to day life. Culture is what gives your startup character a meaning to work for.
 The plant image has been taken from Enterprise Startegies
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