J.B. Pritzker is founder of private investment firm Pritzker Group and one of Chicago’s best known entrepreneurs, venture capitalists, and philanthropists—so much so that he is even regarded by many as Chicago’s Other Mayor.

J.B. has long been known as a champion for growing entrepreneurship and the technology sector in the Midwest. He was appointed the founding chairman of ChicagoNEXT, the mayor’s council on innovation and technology, and he founded 1871, Chicago’s digital startup center.

If that wasn’t enough, he also played a pivotal role in the creation of the Illinois Venture Capital Association, the nation’s top regional private equity association, and the Chicagoland Entrepreneurial Center, the leading regional advocate for entrepreneurs.

J.B. shares 5 tips for fresh CEOs striving to build the best employee culture:

1. Culture is set at the top. Founding individuals set the tone for the organization.

2. Focus on a guiding philosophy. Promote it to everyone in the organization.

3. Bad culture trumps even the greatest product or service. It will kill your company faster than anything else.

4. Maintain a strict no asshole rule. Having one in your midst will turn A players into B players.

5. Set improbable goals. Encourage people to believe they are working on something great, something that others can’t accomplish.

For more about Pritzker Group, click here.

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FIVEinSIXTY is our web series with thought leaders whose stories provide insights and inspiration for the next generation of go getters—our own little brainchild outside the wide variety of videos we produce for our clients.