Shaping Company Culture with Jeff Sinelli of Which Wich Find Your Corporate Vibe

Brian Burkhart Maximizing Opportunity Podcast Leave a Comment

In this episode of Maximizing Opportunity, Brian and Derek discuss culture. Brian speaks to his affinity for and their encyclopedia entry regarding corporate culture, and how everything we do, and the things we believe, really means that you’re either part of the team or you’re not. Referencing several examples of corporate culture, Derek highlights Apple, Inc. as his favorite–speaking to the hidden gems included in the first Mac release. A pirate culture, that SquarePlanet embraces so deeply, was the same culture that had the Mac team treating each computer as a work of art, so much so that they signed their names to the cases.

This episode includes a wonderful interview with Jeff Sinelli, Founder and Chief Vibe Officer of Which Wich® Superior Sandwiches based in Dallas, TX. With over 300 stores in 10 countries, Which Wich® is a rising star in the restaurant industry and an amazing example of true culture. Jeff speaks to the power of powerful partnerships, his black and gold barometer for team involvement, and how a Double Meat Wicked® (AKA Lockjaw) sandwich formed an interesting relationship with a customer in Atlanta, GA. Jeff also sheds some light onto Project PB&J, an exponential effort to feed the community and the world. We will be joining them in March 2015 to help make these glorious sandwiches!

Brian leads the review with a passage from Creativity, Inc. by Ed Catmull, “Replace the word honesty with another word that has a similar meaning, but fewer moral connotations—candor.” At SquarePlanet, our office is orange and awesome, but it’s candor that really shapes our company into an exploding ball of culture.


Maximizing Opportunity Host

Brian Burkhart

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Brian is on faculty at Northwestern University and is Founder of SquarePlanet Presentations in Chicago. Through his work with TED speakers, Shark Tank contestants and business leaders around the globe, Brian’s mission is to help bring innovative ideas to life through the power of communication.

Maximizing Opportunity Co-Host

Derek Rudel


As SquarePlanet’s Curator of Growth + Marketing Solutions, Derek leverages his unique combination of creative, design and technical skills to lead the charge on all things marketing, community engagement and workflow optimization. He is also the co-host of the Maximizing Opportunity Podcast, and hates the taste of cilantro.