Bollocks. There's 100 things that go into culture. Little things are part of it, but more often reflect the culture, not the other way around. You don't create a strong culture by slapping hands after a goal. If you have a good culture, you'll win, and then everyone wants to grab each others butt.If a club can't celebrate the little things internally, it has little chance of building a winning culture. It's the sum of all the little things that lead to a great (and winning) culture. This isn't just a Hardwick / Richmond thing. Storm through Bellamy have been doing it for years.
I get what you are saying but the players need to buy into team success. And that means celebrating the little things amongst themselves. Pats on the bum (encouragement) are required throughout a game. Take a look at the winning teams and how they go about things. A team may not be winning on the scoreboard...that doesn't mean it can drop its standards and not give a sh*t about those around them.
Lose every week and players build up defence mechanisms. They become introspective, overly safe, etc. Week after week, that builds, and then suddenly no one cares about Stocker's goal (and honestly - no one cares about Stockers goal). Flip the switch the other way, maybe get a bit of luck or momentum, and it turns in an instant.
All successful teams and coaches like to pretend they have some magic/special intrinsic ingredient that others don't. Richmond fans seem to have drunk this Kool-Aid. Nope - you are winning now, have a good coach, and a bunch of special players. Hawthorn had that in 2015 and it seemed like they would win forever, but Clarkson's game plan got figured out, the special players moved on, and now they are on the bottom. So it goes.
In 1995 Carlton won 23 games (and possibly tanked the only 2 they lost) and we had the most specialyist winningest culture ever. Turns out by 2002, we had a rotten culture and were a basket base, but no-one was saying that even in 2001. Clearly, it was the fact we didn't slap Jordan Doering's bum when he kicked his first goal, and not the retirement of Silvagni and the serious injuries to Koutoufides, Whitnall and Allan that led to that slide, and here we are 20 years later - still not slapping bums.
Or maybe, if you have talented, motivated and fit players and a good coach with a strong gameplan that everyone buys into, you'll start winning, and then little things start to become really easy