If you’re an entrepreneur, building a thriving, scaling business is a top priority. Sustainable growth is a worthy goal. The path to it is exhilarating and potentially lucrative. In the process, it’s a temptation to solely focus on profit at the expense of a positive corporate culture. In the long run, though, it’s difficult to have the former without the latter. Keep in mind a few key considerations about healthy communication and culture as you grow.

1. Assessment Is the First Step

For this first crucial step, take your time. Carefully assess the type and style of communication that’s now happening within the leadership team of your company. Evaluate its tone and effectiveness. What works well, and what doesn’t? What would you like to see more of? How transparent is your team able to be while maintaining appropriate boundaries? To what degree does your team encourage accountability, a sense of humor, healthy debate, and the value of individual perspectives? Make a plan to increase the communication that indicates a positive corporate culture, and minimize the rest. Always remember: To teach is to demonstrate.

2. Communication Style Sets the Whole Tone

Usually, at the beginning of an entrepreneurial journey, the founders are neck-deep in all operations of the new business, with complete control over every task. They develop a unique communication style that eventually turns into a personal “shorthand” — only they know the exact meaning of the lingo. That communication style, if it’s an effective one, can end up embedded in the overall culture of the brand. Environment and mission are also important, but communication is the most important factor in growing a corporate culture.

3. Scaling Means Change

There are certain pivotal points in the growth of a business as you bring on new members of a team. One of them is around the time that you’ve hired 20 employees. At that point, it’s common for team members to have less time for building bonds through intentional communication.

4. Asking and Listening Remains Crucial

To head off possible communication issues as you grow, stay available, curious, and proactive while your company scales up. Observe your employees, and asked for honest, unvarnished feedback. Be sure your queries are timely and relevant, making it easy for your workers to give you their perspectives.

Creating an environment for a positive corporate culture involves awareness, focus, and willingness to receive others’ opinions. Keep these key considerations in mind as you scale.