The Comms Exchange: a Podcast by 30|90 Marketing — Season 1 | Episode 7

Progress, Not Perfection: Inside the TBS Way at T. Baker Smith

Chief Growth Officer Brian Moldaner takes us inside T. Baker Smith’s culture-first playbook, where EOS becomes “the TBS Way” and heart, knowledge, and grit guide how teams work and grow. We unpack how a shared language and an internal communications hub align eight offices, why immersive office environments and authentic project photography deepen pride and connection, and how culture fuels recruiting, retention, and business development. Brian shares practical lessons from building a field-ready culture book, translating it into dashboards, video updates, and on-site visuals, and leading growth through clear frameworks people can use every day. The result is a firm focused on progress over perfection, with strategy and storytelling working together to build lasting impact.

Key Takeaways:

• Culture is foundational for how we do what we do.

• The TBS Way is a unique interpretation of EOS.

• We want our individual offices to have their own identity.

• The TBS Way book serves as a tool for integration.

• Internal communication is critical for building trust.

• Creating an immersive environment reflects our culture.

• Authentic photography enhances our marketing efforts.

• Growth is about progress, not perfection.

• We aim to make our culture personal and relatable.

• Building a lasting culture is essential for future success.

You can find T. Baker Smith online at www.tbsmith.com