Salesforce’s corporate culture is centered on “Ohana,” a Hawaiian concept commonly translated as family and extended community. The company uses the idea to describe relationships among employees, customers, partners, and other stakeholders.
Marc Benioff, Salesforce’s co-founder and CEO, made Ohana a prominent part of the company’s identity. The concept is reflected in Salesforce’s emphasis on trust, equality, employee well-being, and community involvement. It is also used as a cultural contrast to the impersonal image sometimes associated with large technology companies.
A common mix-up is treating Ohana as merely a Hawaiian-themed slogan or as the name of a Salesforce product. It is primarily a cultural philosophy. Salesforce has also used the word in physical and organizational branding: the top level of Salesforce Tower is known as the Ohana Floor, a space for employees and guests. The company was founded in 1999 by Benioff, Parker Harris, Dave Moellenhoff, and Frank Dominguez.