Lead Rituals That Build Culture – Fearless Unity

In The 50th Law, Robert Greene and 50 Cent—yes, that 50 Cent—drop a simple but devastating truth: weak leaders fear their people. They fear dissent, fear losing control, fear being outshined by the very team they’re supposed to lead. That fear breeds isolation. And isolated leaders? They don't build empires—they just write awkward mission statements that no one reads.

Fearless leaders flip the script. They don’t hoard power—they connect. Power isn’t in the individual; it’s in the current running between the leader and the led. And to build that current, you don’t need louder speeches—you need rituals.

Rituals build trust. They foster belonging. They say, “This is who we are.” (Not to be confused with “This is who we market ourselves as.” Different things.)

Now, The 48 Laws of Power warns us that rituals can be used to create cults. True. But in our ethical sandbox—the "Icons" of commercial real estate—we’re not building cults of personality. We're building cultures of excellence, trust, and shared purpose. That requires rituals rooted in presence, connection, knowledge, and truth.

Here’s how the best in the business are doing it:

1. The Ritual of Presence: “Estoy Aquí”

One of the most powerful acts of leadership is simply being present—fully and consistently. Culture is not built through memos or town halls alone. It’s built when leaders show up, in the day-to-day moments, with focus and intention.

Jason Bonnet, Chief Development Officer at Esen, embodies this through his personal mantra: “Estoy aquí”—I am here. For him, it’s more than a phrase; it’s a ritual of presence. It serves as a reminder to lead with full attention—not distracted by what’s next or weighed down by what just happened.

When a leader is truly present, teams notice. They feel it in conversations, in decisions, in the pace of collaboration. That kind of presence fosters trust. And trust creates alignment. As Robert Greene writes, true power lies not in authority alone, but in the connection between the leader and the led.

2. The Ritual of Connection: The Anti-Marketing Dinner

Brad Olsen has built one of the most respected global networks in the industry. And here’s the kicker: he didn’t pitch his way there—he hosted his way there.

At MIPIM and Expo Real, Brad launched what can only be described as a “ritual of refusal”: no marketing allowed. Invitations were based on friendship, not titles. The dinner grew from 8 people to 150+, not because of a sales funnel, but because people wanted to be there.

He even introduced a trivia component—tables competing against each other—to foster a spirit of camaraderie and engagement. The atmosphere feels less like a traditional industry mixer and more like a thoughtfully curated gathering. In that environment of authentic connection, business relationships form naturally—without the pressure or pretense of formal networking. Olsen positioned himself not as a promoter, but as a trusted connector. And that distinction made all the difference.

3. The Ritual of Knowledge Transfer: “What Would Bob Do?”

Culture is not self-replicating. It needs teachers. It needs rituals. It needs Bobs.

According to Evan Goldman, at EYA, the late Bob Youngentob built a bi-weekly ritual: the Project Visioning Committee. It wasn’t just a design review; it was an intentional space to instill design rigor and institutional wisdom into the next generation.

Now, even in his absence, people still ask: “What would Bob do?” That’s legacy, not nostalgia. That’s culture with scaffolding, not vibes. If you want your firm’s standards to survive your retirement party, build the rituals that do your teaching for you—long after you're gone.

4. The Ritual of Brutal Honesty

Let’s be clear: “brutal honesty” sounds like a red flag in most contexts. But at Open Industrial, it’s a core value, not a character flaw.

Founder Blake Potolicchio embedded “Brutal Honesty” into his team’s operating system, right next to “Grit” and “Hungry to Learn.” It’s not about being rude; it’s about reality. That’s The 50th Law’s concept of Intense Realism—seeing the world as it is, not as your pitch deck describes it.

Teams unified around truth don’t waste time with politics or illusions. They don’t perform. They build. Fear disappears when honesty becomes the norm—not the exception.

The Real Question

What rituals are you running?

Are they accidental—built on convenience and chaos? Or are they intentional—designed to cultivate presence, connection, knowledge, and truth?

Fearless Unity doesn’t come from slogans. It comes from stepping into the arena. Showing up. Connecting deeply. Teaching what matters. Speaking what’s true.

Build rituals that do all of that, and your culture won’t just survive. It’ll scale.