At Collective Co, we work with leaders who genuinely care—people who want to build teams
rooted in trust, empathy, and shared values. And that makes our work incredibly rewarding.
But I’ve also seen something else. Something subtle. Something that sounds good on the
surface… but quietly stifles growth and erodes trust over time.
I call it soft culture.
Soft Culture Isn’t Safe Culture
Here’s what I mean.
Soft culture shows up when a team starts equating kindness with avoidance. When leaders
hesitate to be clear because they don’t want to hurt feelings. When feedback gets filtered,
tension gets smoothed over, and performance issues linger—not because people don’t care,
but because they care so much… they’re afraid of rocking the boat.
And listen—I get it. We should lead with empathy. Vulnerability-based trust is the heartbeat of
every healthy team. But vulnerability doesn’t mean passivity. It doesn’t mean we stop telling the
truth.
In fact, the healthiest teams I’ve worked with are the ones who are both deeply kind and
brutally clear.
Feedback Is Care
Let me say it plainly:
Feedback is one of the most loving things you can give a teammate.
When we withhold feedback—when we don’t challenge each other—we’re actually
communicating, “I don’t believe you can handle this.” That’s not care. That’s condescension
dressed in kindness.
In soft culture, feedback feels dangerous. So we avoid it. But in a strong healthy culture,
feedback is normalized. It’s part of the rhythm. It’s not a threat—it’s a gift.
The Risk of Keeping the Peace
When I walk into an organization and everyone is smiling but no one is talking about the real
issues, I know exactly what’s going on.
There’s a culture of niceness, not a culture of health.
And here’s what it costs:
● Unclear expectations
● Mediocre performance
● Burned-out leaders
● Sideways conversations
● Talented people walking out the door
Soft culture may feel safe, but it isn’t safe—not in the long run. It creates a fragile environment
where truth is stifled and trust never deepens.
What Strong Culture Looks Like
At CollectiveCo, we help teams build what we call no freak-out culture. That means:
● You can be vulnerable without losing clarity.
● You can challenge someone and still be for them.
● You can pursue peace without avoiding truth.
In strong culture, people don’t just feel safe—they feel empowered. They know where they
stand. They speak up. They allow conflict to be used as a tool in pursuing the best ideas. They
move forward, together.
A Quick Gut Check for Leaders
If you’re wondering whether your team has slipped into soft culture, ask yourself:
● Are we more focused on harmony than health?
● Do our people know where they stand?
● Are we actually solving problems—or just smiling through them?
If that hits close to home, don’t panic. You’re not alone. And the good news? This is fixable. You
can lead your team back to strength without losing your soul—or theirs.
Let’s Build a Stronger Culture Together
At CollectiveCo, we’re all about building high-trust teams that don’t avoid the hard stuff. Whether
you’re leading a C-suite, a nonprofit, or a multi-site church, we can help you create cohesive
teams built on trust and clarity that holds the weight of your vision—for the long haul.
Because clarity isn’t the enemy of care. It’s how we actually care well.
Let’s build something strong.
—
Cindy Fiala
Founder, CollectiveCo
Organizational Health | Leadership Coaching | Strategy for the Long Haul
collectiveco.co