In this episode of the JOY² – Live With Joy Podcast, Greg De Koker sits down with Greg Taylor, Co-Founder and CEO of Steam Whistle Brewing, for a conversation about leadership, culture, and the power of putting people first.
For many Canadians, Steam Whistle is more than a brewery—it's part of countless memories shared with family and friends. Behind the iconic brand is a company built on humility, trust, recognition, and genuine human connection.
Together, Greg and Greg explore how great leaders create environments where people feel valued, supported, and empowered to contribute their best. They discuss why employees should be treated as a company's first customers, how psychological safety fuels growth, and why appreciation remains one of the most powerful leadership tools.
In this episode, we explore:
• Why joy is a competitive advantage in business
• The role of humility, trust, and recognition in leadership
• Why employees should be treated as a company's first customers
• How psychological safety encourages growth and honesty
• The balance between accountability and compassion
• Why hiring exceptional people helps organizations thrive
More than a conversation about leadership, this episode is a reminder that culture is built through everyday interactions and relationships. While Steam Whistle is known for brewing great beer, Greg Taylor shows that lasting success comes from investing in something even more important: great people.
Because joy isn't something we experience after success arrives—it's something we create together along the way.
Chapters:
00:00:00 Welcome to Joy Squared
00:02:19 Meet Greg Taylor & The Culture Behind Steam Whistle
00:04:28 What Joy in Leadership Really Means
00:06:19 Creating a Workplace People Want to Join
00:08:03 Psychological Safety & Honest Conversations
00:10:11 Recognition, Feedback & Building People Up
00:15:03 High-Performing Teams & Accountability
00:20:25 Protecting Culture as Organizations Grow
00:23:15 Scaling Joy & Creating Memorable Experiences
00:25:26 Humility, Leadership & Customer Experience
00:29:12 Treating Employees as Your First Customers
00:34:20 Breaking Down Hierarchy Through Connection
00:38:09 Why Love, Joy & Performance Belong Together
00:43:48 A Defining Moment of Joy at Steam Whistle
00:45:23 Final Reflections & Closing Thoughts
Connect with Greg De Koker
Website: www.joy2.ca
LinkedIn: www.linkedin.com/in/gregdekoker/
Instagram: www.instagram.com/greg_de_koker/
Facebook: www.facebook.com/greg.koker.5/
Connect with Greg Taylor
Instagram: https://www.instagram.com/nelsongnt/
LinkedIn: https://www.linkedin.com/in/greg-taylor-38036945/
Connect with Steam Whistle Brewing
Website: https://steamwhistle.ca/
Instagram: https://www.instagram.com/steamwhistlebrewing/
Listen and Subscribe to JOY²:
Apple Podcast: https://podcasts.apple.com/us/podcast/joy-live-with-joy-podcast/id1886910363
Spotify: creators.spotify.com/pod/show/joy-squared-podcast
YouTube: www.youtube.com/@JOY2LiveWithJoyPodcast
Stay Connected to JOY²:
Instagram: www.instagram.com/joysquaredofficial/
Facebook: www.facebook.com/joysquaredofficial/
Take Action
Ask yourself:
• Do people feel valued, appreciated, and heard?
• Have I created a space where others can speak honestly?
• When was the last time I recognized someone beyond their achievements?
• What small action could make work more meaningful this week?
The culture we create is shaped by the conversations we have, the appreciation we show, and the example we set.
Action Tip
This week, create one intentional moment of connection:
• Tell someone why they matter to your team
• Check in and genuinely listen
• Recognize an overlooked contribution
• Express appreciation for someone's effort or character
• Create a moment of fun or celebration
Because leadership isn't about controlling people—it's about creating an environment where people feel connected, valued, and inspired to do their best work.
