One of the surprising difficulties of creating a good culture around documentation I found is getting people to actually read and use it. I guess the root cause of this is bad documentation itself, so developers come to not expect to find anything useful in there and just ignore it by default. I've often seen developers who spend hours fiddling on some detail that was clearly mentioned in the readme of the very same…
If people expect that the docs won't be comprehensive or will be out-of-date, they won't use them.
This is why I'm so keen on documentation living in the same repo as the rest of the project. That way it can be kept up-to-date with the state of the code, through a policy where PRs are only merged when they include the relevant documentation updates.
Having that policy in place really helps people learn to both write and read the documentation.