Why do we favour abstract, rather than set-in-stone goals?
The organisations who excel at this are those that instil a sense of purpose in their employees, and level of belief that they can do the right thing every time. It is this, rather than ping-pong tables and beanie bags, that form the best company cultures. This applies if you are a two-person operation or you have a 2000 strong team.
In order to attract and retain the best people, they way you communicate the attraction of your workplace is by designing a strategy to educate and inform them of your approach. This can begin at the hiring stage, all the way through to the everyday work environment.
Studies have repeatedly shown that people are motivated by factors including working for a common purpose, self-improvement and learning as opposed to how much they earn (although that is a factor). By creating this centralised purpose, and allowing those who are part of it the ability to contribute, a level of inclusivity is shared amongst your entire team.