The most basic thing to keep in mind around company culture is that you can't be good at everything and if you try to then you will fail miserably. Your culture needs to be a natural extension of the personality/values of the leadership and the people you are trying to attract. It needs to compliment your company goal, competitive environment you are in and the products you are building.
Example - If you are trying to optimize for innovative new ideas then you need to have an environment that promotes idea generation and collaboration. But if your industry prioritizes for speed of execution with less room for innovation and/or mistakes then a command and control structure with less autonomy is necessary. Think web based software vs. hardware companies.
What makes a great culture is the same thing that makes a successful company in your space. If the two don't match up then you have people happily singing on a sinking ship.
The thing that matters is to understand the culture that is needed for your organization and be true to them. Ultimately values and culture need to be a real reflection of the way your company acts and talks at the micro and macro otherwise they are bullshit and people will see right through them and it will erode trust.
With all that said there is one value of a culture that should be universal - trust. Each employee should trust that their coworkers are all looking out for the best interest of the company because that enables idea sharing, communication and speed. More importantly people are happier in environments of trust because they don't have to constantly defend against a knife in the back.