He does this, in part, by giving employees a broader narrative and context for their work. Noss does a regular lunchtime series called Tucows Lore. Around 20 employees come to each session. Noss plays the company poet, telling tales of Tucows over the years—its heroes, its villains, battles with large telecommunications companies, or the early days of the domain-registration market. “The feedback is fantastic. It helps people feel they are part of something bigger,” Noss says.