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You may know them as high-performing organisations, the best places to work, or employers of choice. Whatever you want to call them, all top organisations are similar in that they each recognise the power of creating and sustaining great cultures, and the power of communicating and collaborating well. They know that their main competitive edge is not their products or services. It's their people. The people behind what they deliver. It's the people that design and make or break the next strategy. It's the people that create motivation and drive within the organisation. It's the people, people, people!

Fail to acknowledge people and you're deluding yourself (and doing them a disservice).

Think of the commonalities shared by top organisations with enormous reach. Without an incredible team of innovators, Apple would not be able to launch the Apple Watch or the next iPhone. Facebook would not be able to create such a socially engaging and addictive platform. Without remarkable people behind the scenes Virgin Galactic would not be taking people to space.

Ideas don't create themselves, nor do they implement themselves. Of course most projects have spokespeople and lead directors who drive the vision, marketing and ‘selling’ as they go, but they have a team behind them. Without that team, there's nothing to market or sell.

It's easy to join the dots and say that making the most of your people should be a priority: focus on your people and the business will flourish. But employers can easily lose sight of their people, especially in times of economic stress.

In the 1990s I joined an entrepreneurial, forward-thinking and fast-growing business, HR and recruitment firm Morgan and Banks. One of the largest firms of its kind in the world, Morgan and Banks led from the front in terms of innovation and development. It was workplace utopia. I was in my early twenties and had lots of enthusiasm but little experience. Little did I realise how lucky I was. Whenever I catch up with colleagues from that time we always look back nostalgically. We worked our butts off, we made good money, we loved what we did and we had a ball working with each other. It was like the gold rush days for the corporates.

Geoff Morgan, one of the cofounders, was known for understanding and verbalising the fact that Morgan and Banks's assets (its people) were going up and down the lifts all day. Andrew Banks, the other cofounder, constantly drummed into us Peter Drucker's saying that ‘culture eats strategy for breakfast’. These guys instinctively knew that the value of their business was their people and they invested in them heavily via fun and powerful inductions, pragmatic and engaging professional development, mentoring programs and annual all-of-business conferences.

After the business was sold, the focus shifted from the people to the numbers. The conversations and strategy became about needing to improve, grow, cut back, double. We were not used to this. We were used to being asked how to build capability and motivation. Unsurprisingly, productivity decreased and maintaining profits became a challenge. It became difficult to retain the star performers, and people left.

YOUR people ARE YOUR BIGGEST ASSETS. FOCUS ON THEM AND THE BUSINESS WILL PROSPER

Too many companies still haven't figured out that if they want the customer to come first they need to focus on cultivating a happy workplace: it's your people who are dealing with the customers.

Zappos, the largest online shoe retailer in the world, prides itself on its company culture, and it is well known for it. Does it come as any surprise that 75 per cent of purchases are from returning customers? That's an amazing statistic and is part of the reason Zappos was able to grow so quickly. One of its core values is ‘deliver WOW through service’. Zappos expects every employee to wow their customers and it does this by giving employees the autonomy to handle situations in any way they see fit.

Another organisation that is gaining more and more attention and success globally right now is Atlassian. Atlassian is a rapidly growing ‘software loving’ business that has won Business Review Weekly's ‘Best Place to Work’ twice, along with over 50 other awards (including top 20 Fortune Company, Deloitte Best Fast Growing IT and Hewitt's Best Employer) since it started in 2002. Even Dan Pink, author of the New York Times bestseller Drive: The surprising truth about what motivates us, uses Atlassian as an example in one of his famous TED talks. He says that Atlassian is an ‘incredibly cool company’ that is focused on motivating its people by giving them autonomy. Pink says too many organisations are basing their decisions on outdated thinking. If we want high-performance cultures the solution is not to entice employees with a sweeter carrot or a bigger stick.

With a dogged focus on values in everything it does with its employees, customers and brand, it's no wonder Atlassian has highly engaged people – and a very successful business with unprecedented growth in an arguably flat economy. It invests heavily in its people and sees the difference it makes. It's Atlassian's edge, and the results speak for themselves.

If we don't invest in our people and give them the feedback they need, we can't expect to have a high-performing business. People won't know what they need to replicate and what they need to improve.

People matter. A lot.