It started with a question in Slack: “What should we name our new mascot?” Within hours, the thread was buzzing. Suggestions ranged from the classic (“Rockety McRocketface”) to the clever (“Boost”) to the downright quirky (“Sir Launch-a-Lot”). By the end of the week, nearly every department had weighed in, and the winner—Cosmo—was crowned by popular vote. It was a small moment, but it sparked something big: a wave of energy and connection that rippled across Cart.com’s rapidly growing team.
In a world where employee engagement often feels like a box to check—another survey, another all-hands, another “fun” initiative—what made this mascot moment different? And what can People leaders learn from a rocket ship named Cosmo?
The Problem: Engagement That Feels Engineered
Let’s be honest: most employee engagement efforts feel engineered from the top down. Leadership picks a theme, launches a campaign, and hopes it lands. But too often, these efforts miss the mark. Employees see through initiatives that don’t feel authentic or connected to their real work lives. Participation rates lag. The energy fizzles.
At Cart.com, this challenge was magnified by scale. The company was growing at rocket speed—new hires, new teams, new challenges every week. With so much change, how do you keep people feeling connected, not just to the mission, but to each other? How do you build a culture that’s more than just words on a wall?
The Shift: From Mandates to Moments
Forward-thinking People teams are reimagining engagement as something co-created, not dictated. Instead of rolling out top-down programs, they’re looking for ways to invite employees into the process—to let them shape the culture, not just consume it.
At Cart.com, the rocket ship analogy had always been part of the company’s DNA. Growth was fast and sometimes chaotic, but it was also exhilarating. Rather than simply telling employees, “We’re a rocket ship,” the team decided to bring that metaphor to life. The idea: create a mascot that could serve as a symbol of the journey, a character everyone could rally around.
But here’s where the magic happened—they didn’t just unveil a mascot. They invited everyone to help name it. The process was simple: a company-wide poll in Slack, open to all. Suddenly, the mascot wasn’t just a symbol handed down from leadership. It was a shared creation, shaped by the collective imagination of the team.
The Smarter Way: Engagement Through Ownership
When employees were asked to vote on the mascot’s name, something shifted. It wasn’t just about picking a winner—it was about being part of a story. People debated the merits of different names, campaigned for their favorites, and joked about the options. Teams that rarely interacted found themselves chatting in the same thread. The poll became a mini-event, a reason to pause and connect in the midst of busy days.
The final choice—Cosmo—was more than a name. It was a signal: “You belong here. Your voice matters.” And because the process was open and playful, it didn’t feel like another HR initiative. It felt like a moment of genuine culture-building.
This approach—inviting employees to co-create symbols, rituals, and experiences—has become a hallmark of high-engagement organizations. It’s not about the mascot itself; it’s about the sense of ownership and agency that comes from being part of the process. When people see their fingerprints on the culture, they’re more likely to invest in it.
The Impact: Connection, Buy-In, and a Bit of Fun
The results at Cart.com were immediate and tangible. Engagement with the mascot poll was high—far higher than typical participation in company surveys or feedback forms. But the impact went deeper. Employees started referencing Cosmo in meetings and emails. The mascot became a shorthand for the company’s ambitions (“Let’s get this project to launch velocity!”) and a lighthearted way to acknowledge the wild ride of hypergrowth.
More importantly, the process created a sense of buy-in. Because employees had helped shape Cosmo’s identity, they felt a connection to the mascot—and, by extension, to the company’s mission. The rocket ship wasn’t just a metaphor; it was a shared story.
This kind of engagement pays dividends. Teams that feel connected are more resilient in the face of change. They’re more likely to go the extra mile, support each other, and stay invested in the company’s success. And sometimes, a little fun goes a long way. In a high-pressure environment, moments of levity—like naming a rocket ship mascot—can be a powerful antidote to burnout.
The Takeaway: Culture Is Built in the Small Moments
It’s tempting to think that culture is shaped by big initiatives—new values, sweeping programs, grand gestures. But more often, it’s the small moments that matter most. The Slack poll to name Cosmo wasn’t a huge investment of time or resources, but it created a ripple effect of connection and engagement.
For People leaders, the lesson is clear: invite employees into the process. Look for opportunities to co-create, not just communicate. Whether it’s naming a mascot, designing a new ritual, or shaping the next company event, the smartest teams know that culture is something you build together.
So, the next time you’re looking to spark engagement, ask yourself: How can you give people a stake in the story? Sometimes, all it takes is a rocket ship—and a willingness to let everyone help steer the course.
What’s your “Cosmo” moment waiting to happen?
