Company rules or culture: What actually moves Omnisend forward?

“Rules are made to be broken.” You’ve heard it. Probably said it. Maybe even believed it.

Of course, we’re not going out of our way breaking the rules for the sake of it — but we don’t create them unless they’re needed either. And most importantly, we don’t keep them around just because they were written once in a Google Doc.

At Omnisend, the culture isn’t built on policies — it’s built on shared values, alignment, and a level of trust that lets people actually get work done. In this one, our VP of Product, Žilvinas Lešinskas, shares how that mindset plays out in practice.

Rules should solve the problems — not create them

There are rules we absolutely need, and it’s for things like security, legal compliance, and health and safety — no debate here. But when it comes to how we work together — that’s where we keep things flexible.

During the pandemic, remote work became the norm — and for many, it worked. But once things settled, a lot of companies rushed to bring everyone back to the office with fixed schedules and strict policies. We didn’t. 

“We leave a lot of decisions to team leads and their teams,” shared Žilvinas. “That allowed us to make individual arrangements that worked well, and we still work that way today. The best rule for us is no rule at all.”

Naturally, there are times when the rules simply stop working. Sometimes it’s because priorities shift, other times it’s because people’s needs do. Either way, we don’t keep things in place just because “that’s how it’s always been.” When that happens, we adjust.

One recent example: our approach to training and development budgets.

“We realised that it’s not always good to limit employees to a specific amount, so we scrapped the previous agreement and now the training budget at Omnisend has no limit. Still, to avoid misunderstandings and ensure the budget is used for professional growth that benefits the company, we’ve outlined specific areas where it can be applied,” explained Žilvinas.

Clear principles beat specific rules

It goes without a saying that uncertainty is part of the job — especially when you’re building something new. It’s not a question of if things change, but when. That’s why it’s more important that we’re aligned on values, not strict policies.

“At Omnisend, we mostly hire experienced professionals who each come with their own expectations. Some prefer thorough preparation, others like to learn by doing. Our values help to align this. For example, knowing that speed is our main priority makes it easier to find a common solution in everyday situations,” Žilvinas explains.

The same thing can be seen at companies like Netflix. Their whole culture is based on a single guiding principle: we act in Netflix’s best interest. It’s simple, but powerful — and makes decisions easier in complex situations. 

“In a global market, only the most progressive and effective practices help win the competitive race. We use these not just in product development, but also in shaping our culture — proven principles guide our everyday decision-making like a filter,” Žilvinas adds.

A shared way of working

Omnisend is a global company — with people in Vilnius, Kaunas, the US, the UK, and many more. And working across cultures means different communication styles are just part of the deal.

“Lithuanians are generally more direct colleagues than, for example, Americans,” says Žilvinas. “So having an explicit agreement that open communication is a priority helps avoid friction caused by cultural differences.”

That’s why transparency is one of our core values. When teams share the same understanding, it’s easier to collaborate, give honest feedback, and keep things respectful.

One word: trust

A lot of companies create rules to fix what trust could have prevented. We’d rather not be one of them.

“At the heart of all rules is one word — trust,” says Žilvinas. “If we can build an environment of mutual trust, the need for rules becomes almost irrelevant.”

And that’s the point. The best investment a company can make isn’t a new tool or another process — it’s building a culture where people understand each other, trust each other, and want to work toward the same goal.

That’s what actually moves things forward.

Think you’d thrive in this kind of culture?

We’re always looking for people who value clarity, ownership, and trust as much as we do. If that sounds like you, have a look at our open roles — we’d love to hear from you.