A great culture without a great business model is like eating Coco Pops. Short team energy spike, long term heart attack.
A great business model without a great culture is like drinking a non-alcoholic beer: It can’t kill you, but what’s the point?
You want both. A business model that generates lots of profit, and a culture that retains and attracts great people.
If you have to choose, go with culture first.
If you can attract great people, they’ll figure out a way to make a great business model.
In any case, life is too short to not enjoy going to work.