Dr. Bob Baron presented on building a strong safety culture. He defined safety culture as the enduring value and priority placed on safety by everyone in an organization. He discussed attributes of an unsafe culture such as profit before safety and ineffective leadership. He outlined steps to building a strong safety culture, including implementing a safety management system, demonstrating management trust through a non-punitive reporting system, and ensuring safety is transparent. The presentation concluded by emphasizing that building a safety culture requires buy-in from all levels of an organization's leadership.