Here are the elements of the positive core I have so far (focussed on R&D mostly but translates well I think).
Sense of Family - people will look for ways to work in Dino's group
World's Firsts - Introduced products that changed the game, had hug positive market acceptance, incredibly large application space
Pedigree of Delivery - track record of delivery proven over time
Healthy sense of Counter Culture - sense of separate identity, 'us against the world'. Willing to stand in front of or shield bad corporate decisions.
Any of this make sense?