Company culture didn’t die with the office—leaders just stopped trying.
I was brought in by a CEO who ran a fully remote company and was in full-on “culture panic mode” because people were quitting without much of a reason.
“We’re getting the work done,” she told me, “but the team feels... off. Disconnected. Like everyone’s just floating in their own orbit.”
After sitting with the team through a few sessions, I realized this wasn’t a lazy leader or a broken business. It was a team full of smart, capable people doing solid work, but the spark was gone. Engagement had dipped. People stopped turning cameras on. Meetings were transactional. The fun, the connection, the humanity had flatlined.
So I got to work.
Not with a lecture, but with a few small but strategic experiments that me and the CEO tested out:
- We launched “coffee roulette,” randomly pairing up team members for quick 15-minute virtual chats—no agenda, just connection.
- Created Slack channels for #dogsofzoom, #failforward, and #weekendwins to encourage casual conversations and vulnerability.
- Introduced a rotating “Ask Me Anything” spotlight each Friday to let team members share stories, hobbies, and yes—some weird flexes (someone was nationally ranked in Rubik’s Cube solving; who knew?).
- Added one rule to meetings: Start with a human moment before jumping into business. As my friend Chad Littlefield says, “Connection before Content.” It could be a meme, a shoutout, or just “what’s one non-work win this week?”
Within weeks, the vibe shifted.
Cameras started staying on. Jokes returned. People leaned in instead of logging off. Birthdays got celebrated. Engagement scores went up. The CEO said:
“It finally feels like we’re a team again—not just a bunch of freelancers on a group project. And best of all, a good team member who expressed their desire to leave is going to stay.”
A remote office doesn’t kill culture—neglect does.
But with intentional, human-centered practices, even a 100% digital team can build real, lasting connection.
There’s a myth that connection only happens through proximity. But proximity doesn’t guarantee presence, it just makes it easier. However, you can sit next to someone all day and never feel connected. Real engagement comes from intentional connection, not accidental collisions.
According to Gallup, only 21% of U.S. employees feel strongly connected to their culture, even when working in person. Translation? Being in the same room doesn’t solve disconnection. But leadership can.
This is where Dance Floor Theory comes in.
One of its core teachings is that connection is never accidental, it’s designed. The Engagement Pyramid reminds us that meaningful engagement builds in layers, and reaching the top takes effort, trust, and shared identity.
And here’s the thing most leaders miss: A 100% digital office isn’t the problem, it’s the excuse.
The truth is, remote tools, when used with intention, can actually enhance connection. Slack flattens hierarchy. Video meetings create space for authentic expression. Async tools let different communication styles shine. Done well, a digital office can give your team more ways, not fewer, to engage.
GitLab, one of the world’s largest fully remote companies, doesn’t treat connection like a side effect. They bake it into the system. They don’t mimic office culture, they redesigned it for remote reality. Here are some of the ways they are doing that:
Comprehensive Public Handbook: GitLab maintains an extensive, publicly accessible handbook encompassing over 2,700 pages. This resource documents company policies, workflows, and cultural norms, ensuring that all team members, regardless of location, have consistent access to information. This approach fosters transparency and reduces the need for synchronous communication. McKinsey & Company
Asynchronous Communication Emphasis: The company prioritizes asynchronous communication, allowing employees across various time zones to collaborate effectively without the constraints of overlapping schedules. This strategy enhances flexibility and inclusivity within the team. 
Intentional Informal Interactions: Recognizing the importance of informal communication in building a cohesive culture, GitLab designs virtual “coffee chats” and “randomly selected pairings” to encourage spontaneous interactions among employees. These initiatives help replicate the serendipitous encounters typical in physical office settings. The GitLab Handbook
Nonlinear Workdays: GitLab supports nonlinear workdays, allowing employees to design schedules that align with their peak productivity periods and personal commitments. This flexibility promotes work-life balance and acknowledges individual working styles. 
Dedicated Head of Remote: To continually refine and support its remote work strategies, GitLab has appointed a Head of Remote. This role focuses on optimizing remote work practices, ensuring effective communication, and fostering a strong, unified company culture across all teams.
If you’re leading a remote or hybrid team, pick one thing this week that strengthens connection.
- Add a “no work talk” moment to your Monday meeting.
- Spin up a fun Slack channel.
- Start a virtual “coffee roulette.”
Whatever it is, don’t wait for culture to build itself.
Digital doesn’t have to mean distant.
When you lead with intention and design for connection, your remote team can feel more alive, engaged, and human than ever before.
