Love All Serve All. This has been the corporate mantra at Hard Rock since 1971. While it was created as a customer-focused corporate purpose, it is one that shines out, and shines in. This company was ahead of its time in creating a culture where employees are encouraged to be themselves, from the hotel store clerk who could be a ringer for a member of ZZ Top to a waitress who dazzles you with music factoids while taking your order to a bellman with full-sleeve tattoos. And this ethos has created a strong, positive culture where people are, literally, comfortable in their skin and feel loyal to the brand. As a result, this seems to create an atmosphere in Hard Rock franchise establishments—from restaurants to hotels—where employees seem to want to do their best. “We don’t mind the people who work here being different; they can be who they are as long as they do a damn good job,” one manager told me recently.