Building a Business That Breathes Belonging, Meaning, and Momentum
In today’s world, where customer service can feel robotic and employee engagement often falls flat, the concept of caring deeply—about people, results, relationships, and mission—is more essential than ever. Katie Donovan, founder of Camp Digital, lives and leads by one simple but powerful mantra: Got GAS? Translation: Give A Sht.*
That phrase might make you smile (or squirm), but behind it lies an ethos that’s shaping how one of the most people-forward digital marketing agencies for the trades is doing business—and thriving. Here’s what we can all learn from how Katie and her team are using GAS to power a company culture of excellence, community, and heart.
You Can’t Teach Someone to Care—But You Can Create the Conditions for Caring
“Gas is something we hire on. It’s something we coach to. It’s something we remind each other on daily,” Katie says. In her view, giving a sh*t isn’t just a catchy phrase—it’s a requirement for building a team of people who are emotionally invested in the success of the business and each other. “I can teach you digital marketing. I can teach you time management. But I cannot teach you to care. You either have it or you don’t.”
And while not everyone is naturally wired to lead with passion, purpose, or people-first values, Katie believes we can design environments that inspire more of it. She credits much of Camp Digital’s momentum to intentionally fostering a culture where people feel like they belong.
“Maslow’s hierarchy tells us love and belonging are essential human needs,” she says. “That applies to the workplace too. People want to feel like they matter.”
The Three-Legged Stool: Customers, Employees, and Company—In Balance
Some organizations focus solely on customers. Others prioritize profits or internal team satisfaction above all else. But Katie’s view is that true success comes from balancing all three.
Camp Digital runs on what Katie calls a “three-legged stool” approach to business. The legs? Employees, customers, and the company itself. Lean too hard on one, and the stool topples. The goal is harmony, not hierarchy.
“We fail at it every day. That’s how I know we’re doing it right,” Katie says, laughing. “Some days an employee is frustrated. Other days we disappoint a customer. Sometimes the company takes a financial hit because we chose to prioritize a person. But that’s the work—balancing those tensions in real time.”
It’s a powerful reminder that great culture isn’t about getting everything perfect. It’s about showing up every day with the intention to get better.
Love + Belonging = Fuel for the Fire
At the core of caring is love—yes, even in the workplace. And while “love” may not be a word you hear in most boardrooms, Katie sees it as a critical leadership quality. Love shows up as empathy, service, respect, humility, positive reinforcement, and a commitment to growth.
That love also manifests in belonging. Camp Digital has embedded that value deeply into its daily rhythms—from the way people are greeted when they walk through the door, to the trivia nights, softball teams, and even the family-style lunches provided every single day.
Yes, every day.
“We serve breakfast and lunch. We don’t do it just to be generous—we do it because it pays off,” she explains. “If employees don’t leave the building for an hour, that’s time back. But more than that, it creates real human connection. Cross-team collaboration. Friendships. Conversations that wouldn’t happen otherwise.”
The ROI? Camp Digital didn’t experience the great resignation. They didn’t struggle with return-to-office policies post-COVID. And they retain 90-95% of their people. In short: it works.
Why Meaning is the Magic Ingredient
“I can’t make a water heater break. I can’t make HVAC units stop working. Sometimes the only thing we can do for our clients is give a sh*t,” Katie says. “And that still makes a difference.”
This philosophy doesn’t just apply to external relationships—it also shapes internal ones. Katie highlights how meaning shows up when leaders offer trust, appreciation, and space for people to grow. It also happens when people feel seen and known—like when Ray, Camp Digital’s front desk professional (or as Katie calls him, their unofficial “Director of First Impressions”), greets every employee by name, knows their pet’s names, remembers birthdays and anniversaries, and posts silly notes to make people smile.
That kind of intentionality ripples outward. When employees feel loved and appreciated, that care translates directly to customers. “If you love where you work, you’re going to love the people you serve,” she says. “You’re going to give a sh*t.”
Failure Isn’t the Enemy—Fear Is
Camp Digital embraces failure—but not as a badge of honor. Instead, Katie reframes it as a natural byproduct of curiosity, care, and authenticity.
“If you’re really curious, you’re going to try new things. If you really care, you’re going to own it when you mess up. If you’re authentic, you’ll admit the truth,” she says. “That’s what leads to growth—not just failure for failure’s sake.”
To make this mindset stick, Katie created the “Courageous Penguin” award—a nod to the first penguin who bravely jumps off the iceberg. Sometimes it’s safe. Sometimes there’s danger. But someone has to be first. “We recognize people who take thoughtful risks, even if they fail. Especially if they fail.”
That attitude of safety and support is what makes people want to try. And trying is where progress lives.
Care. Curiosity. Authenticity.
When it comes to customer service, Katie boils it down to three words:
✔️ Care
✔️ Curiosity
✔️ Authenticity
Those aren’t buzzwords at Camp Digital—they’re practiced values. Katie reminds her team constantly that being authentic doesn’t mean being perfect. It means being real. “If you have a half-hour meeting and you spend 15 minutes talking about someone’s daughter’s wedding, that’s not wasted time. That’s relationship building.”
It’s also why customers stay loyal—because they feel like more than a transaction. They feel like someone genuinely gives a sh*t.
Attitude is Everything (and It’s Contagious)
Katie lives by a simple philosophy she’s passed down to her kids: “Try your best, be kind, and have fun.”
That same spirit shapes how she leads her team. She writes notes for her kids when she travels. She builds community through every team trivia game, fantasy football league, or impromptu hallway chat. And when her GAS runs out? She acknowledges it, owns it, and models what it looks like to start again.
“I don’t think the best relationships are transactional,” she says. “Not in life. Not in business. We’re only here once. Let’s enjoy it.”
What if more of us led this way? What if more companies prioritized meaning, belonging, and care with the same intensity they pursued profits or productivity?
The truth is, you don’t need ping pong tables or kombucha taps to build culture. You need intention. And, as Katie would say—you need GAS.
Because when your team is fueled by care, curiosity, and community, that energy spreads. Through the office. Through customer relationships. Through every email, handshake, and lunch conversation.
People notice. And they stay.
Listen to the Episode: Gut + Science 283: You Gotta G.A.S. ! with Katie Donovan
Key Takeaways:
- GAS: Give a Sh*t Philosophy: This principle underpins Camp Digital’s hiring, training, and daily practices. Passion, care, and meaning are essential traits, and GAS is a non-negotiable component of their culture.
- The Three-Legged Stool: A balanced focus on employees, customers, and company health prevents a one-sided culture and ensures that each stakeholder’s needs are addressed in daily operations.
- Creating Intentional Community: Family-style meals, welcoming spaces, and a central entry point help build connection and create “belonging moments” that are invaluable in a people-first culture.
Things to listen for:
[00:02:00] What “GAS” really means in CAMP Digital’s culture and why it’s a non-negotiable for hiring, coaching, and sustaining momentum.
[00:05:30] How balancing employees, customers, and the company itself prevents collapse—and why failing a little in each area means you’re trying.
[00:08:30] How Maslow’s hierarchy still holds up—people need love, belonging, and purpose to thrive at work.
[00:13:15] The power of daily shared lunches and cross-functional collisions. The intentional design behind offering lunch daily and how it fuels connection, retention, and productivity.
[00:18:30] Why Camp Digital Didn’t Struggle with Return-to-Office. Learn how their culture investments paid off with strong retention and little resistance post-COVID.
[00:22:00] How creating a role like Director of First Impressions creates a warm presence that sets the tone for everyone who walks in the door.
[00:26:00] How high-touch communication—short, genuine check-ins—makes people feel cared for and builds trust over time.
[00:32:30] How CAMP Digital uses the “Courageous Penguin” concept to recognize brave risks—even when things go wrong.
[00:39:30] Top three traits for delivering exceptional customer service: Care, Curiosity, and Authenticity.
[00:45:00] The mindset Katie is instilling in her kids and team: Try your best, be kind, and have fun.
