The Culture Playbook

1. Culture is built through actions, not identity

Your Culture = Your Actions

Actions shape culture. Culture is not a predetermined quality based on a group's identity, but rather a skill that can be learned and improved through deliberate actions. High-performing organizations focus on creating and reinforcing behaviors that align with their desired culture. These actions include fostering psychological safety, encouraging vulnerability, and consistently communicating purpose.

Small actions matter. Seemingly minor behaviors, such as expressing gratitude, sharing personal stories, or consistently following through on commitments, can have a significant impact on cultural development. Leaders play a crucial role in modeling these behaviors and setting the tone for the entire organization.

Key cultural actions:

• Overthanking people
• Using inclusive language
• Sharing failures and learnings
• Celebrating diverse perspectives
• Consistently linking daily work to larger purpose

2. Safety is the foundation of strong cultures

We are connected.

Psychological safety enables growth. When team members feel safe to take interpersonal risks, they are more likely to speak up, share ideas, and contribute fully. This environment of trust and openness is essential for innovation, problem-solving, and continuous improvement.

Safety is built through belonging cues. Leaders can foster psychological safety by consistently sending signals that reinforce connection, shared future, and individual value. These cues can be verbal (e.g., asking for input) or non-verbal (e.g., attentive body language).

Strategies to build safety:

• Eliminate "brilliant jerks" who undermine team dynamics
• Use inclusive icebreakers to build connections
• Practice active listening and "overthanking"
• Create opportunities for informal interactions
• Normalize discussions about mental health and well-being

3. Vulnerability precedes trust in high-performing teams

When people take interpersonal risks together, they connect and cooperate far more deeply.

Vulnerability builds trust. Contrary to common belief, vulnerability is not a result of trust, but rather a precursor to it. When team members are willing to show their weaknesses, admit mistakes, and ask for help, it creates an environment of mutual support and deeper connection.

Leaders must model vulnerability. When those in positions of authority demonstrate vulnerability, it sends a powerful signal that it's safe for others to do the same. This can take the form of admitting mistakes, sharing personal challenges, or actively seeking feedback.

Ways to encourage vulnerability:

• Share "best of me" documents outlining personal strengths and weaknesses
• Implement regular "anxiety parties" to discuss concerns
• Use "flash mentoring" for quick, candid exchanges
• Celebrate failures as learning opportunities
• Practice "warm candor" when delivering feedback

4. Embrace productive conflict and learn from mistakes

Strong cultures don't transcend tensions; they embrace them and use them as cultural fuel.

Conflict drives innovation. Healthy disagreement and debate are essential for generating new ideas and solving complex problems. Organizations that avoid conflict often stagnate, while those that embrace it as a tool for growth tend to thrive.

Learning from mistakes is crucial. High-performing cultures view failures as valuable learning opportunities rather than sources of shame. By openly discussing and analyzing mistakes, teams can improve processes, avoid future pitfalls, and foster a growth mindset.

Techniques for productive conflict and learning:

• Distinguish between task conflict (ideas) and relationship conflict (personal)
• Implement regular After-Action Reviews (AARs)
• Create a "failure wall" to showcase and learn from mistakes
• Use the "subtraction game" to eliminate unnecessary processes
• Encourage leaders to occasionally "disappear" to empower team problem-solving

5. Effective feedback focuses on reflection, not judgment

Instead of pushing feedback on someone, seek to create a reflective pull.

Self-reflection promotes growth. Rather than relying solely on top-down feedback, effective cultures encourage individuals to reflect on their own performance and areas for improvement. This approach fosters ownership and intrinsic motivation for growth.

Ask powerful questions. Instead of giving direct feedback, leaders can ask questions that prompt reflection and self-discovery. This method helps individuals identify their own strengths and weaknesses, leading to more meaningful and lasting change.

Reflection-promoting questions:

• "What do you think you should do more of?"
• "What might you do differently?"
• "How does this align with our purpose?"
• "What impact did your actions have on others?"
• "What would make this even better next time?"

6. Purpose is communicated through stories and symbols

Stories light up our brains—assigning value, igniting emotion, providing models for behavior—and stick in our memories twenty-two times more powerfully than mere information.

Stories create meaning. Powerful narratives that illustrate an organization's values, challenges, and successes help team members connect their daily work to a larger purpose. These stories become part of the cultural DNA, shaping behavior and decision-making.

Symbols reinforce purpose. Physical artifacts, catchphrases, and rituals serve as constant reminders of an organization's mission and values. These tangible representations of culture help maintain focus and alignment, especially during challenging times.

Types of purpose-reinforcing elements:

• Origin stories that highlight founding principles
• Customer impact stories that showcase real-world value
• Crisis stories that demonstrate resilience and problem-solving
• Innovation stories that celebrate creative thinking
• Visual artifacts that represent core values
• Catchphrases and mantras that encapsulate key principles

7. Regular cultural check-ins maintain organizational health

Strong cultures do culture captures for the same reason you get a yearly physical exam.

Culture requires ongoing attention. Just as physical health benefits from regular check-ups, organizational culture needs consistent monitoring and care. Regular assessments help identify strengths, weaknesses, and areas for improvement before small issues become major problems.

Involve the entire organization. Cultural health checks should involve input from all levels of the organization to get a comprehensive view. This inclusive approach not only provides valuable insights but also reinforces the idea that everyone plays a role in shaping and maintaining culture.

Elements of a cultural health check:

• Anonymous surveys to gather honest feedback
• Small group discussions to dive deeper into issues
• Leadership reflection on alignment with stated values
• Review of key performance indicators linked to cultural goals
• Action planning to address identified areas for improvement

8. Remote work requires intentional connection-building

Virtual is voluntary. If you want them to engage, you need to get them actively creating something or, better, creating in groups.

Proactive engagement is key. In remote work environments, the casual interactions that naturally occur in physical spaces must be intentionally cultivated. Leaders and team members need to make extra effort to create opportunities for connection and collaboration.

Leverage technology creatively. While video calls are important, they shouldn't be the only tool for remote connection. Utilize a variety of digital platforms and techniques to foster engagement, creativity, and team bonding.

Strategies for remote connection:

• Virtual coffee breaks or "hallway" chats
• Digital whiteboards for collaborative brainstorming
• Asynchronous video messages for updates and check-ins
• Online team-building games and activities
• Virtual tours of personal workspaces
• Rotating "bleacher seats" in meetings for observational learning

9. Diversity and inclusion create belonging and drive success

Belonging is when you actively love the dancing.

Beyond representation. True inclusion goes beyond having diverse team members; it involves creating an environment where everyone feels valued, heard, and able to contribute fully. This sense of belonging leads to higher engagement, creativity, and overall performance.

Equity requires ongoing effort. Building an inclusive culture is an ongoing process that requires consistent attention, self-reflection, and willingness to change. Organizations must actively work to identify and address biases, create equitable systems, and foster an environment of mutual respect and understanding.

Actions to promote diversity, equity, and inclusion:

• Implement bias-aware hiring and promotion practices
• Provide regular diversity and inclusion training
• Create employee resource groups for underrepresented populations
• Establish mentorship programs to support career development
• Regularly assess and address pay equity
• Celebrate diverse perspectives and cultural backgrounds

Last updated: April 3, 2025