Culture Is a Team Sport

Building 10 Values into the Heart of Your Team

Culture is not a passive element in an organization. It is the foundation upon which success is built. Creating a thriving culture requires intentionality, shared values, and collaboration. Much like a team sport, building culture involves coordinated efforts, shared goals, and continuous development. By aligning culture with values and leveraging Tuckman’s stages of team development—Forming, Storming, Norming, and Performing—we can embed values into the hearts of team members and achieve lasting cohesion.

Here’s a guide to building culture as a team sport using what I call the "B-10" framework.

Part 1: Forming – Culture Architecture

In the forming stage, the foundation of the team is set. This is the time to clarify values, establish norms, and define the vision for the culture.

1. Beliefs: Clarify Core Values
   Start by identifying the core values that define your organization. These values should represent the guiding principles that shape decisions, actions, and behaviors.
   
   Ask yourself: What do we stand for? What values drive our mission and purpose?
2. Behavior: Translating Beliefs into Action
   Values mean little without actions to back them up. Define specific behaviors that exemplify your values.
   
   Example: If "respect" is a core value, a behavior might be active listening during meetings.
3. Blueprint: Codify Values in a Winners Manual
   Policies and procedures should reflect the organization’s values. Categorize them within your core values to create a "Winners Manual" that acts as a reference for decision-making and accountability.
   
   Example: Link HR policies, such as conflict resolution, to the value of "collaboration."
4. Brand: Create an Environment with Artifacts
   Your physical and virtual spaces should reflect your culture. Use symbols, artwork, or stories to make values visible and tangible.
   
   Example: Display mission statements prominently or share stories of team members who exemplify core values.

Part 2: Storming – Culture Alignment

The storming stage is when challenges arise. This phase focuses on aligning individuals with the culture and addressing conflicts to foster cohesion.

5. Barometer: Test Assumptions Through Focus Groups
   Gather input from team members to ensure your values and policies resonate. Focus groups or surveys can reveal gaps between stated values and lived experiences.
   
   Ask team members: Do these values align with what you see and feel in our culture?
6. Buy-In: Connect Individual Goals to Culture
   Help team members see how their personal values and career aspirations align with the organizational culture. This builds motivation and a sense of belonging.
   
   Example: Show how their role contributes to broader cultural goals, like innovation or community impact.
7. Bonding: Aligning Personalities with Core Values
   Every team has diverse personalities. Use tools like DISC assessments or team-building exercises to align individual strengths and personalities with core values.
   
   Example: Pair a detail-oriented team member with a visionary leader to balance perspectives while reinforcing the value of collaboration.

Part 3: Norming – Culture Application

As the team stabilizes, it’s time to create a rhythm and develop the skills needed to sustain the culture.

8. Beat: Establish a Rhythm of Activity
   Use a shared calendar to create a cadence for cultural activities, such as celebrations, team meetings, or training sessions.
   
   Example: Weekly shout-outs for team members who exemplify values or monthly check-ins on cultural alignment.
9. Building: Develop Culture Skills Across the Team
   Provide ongoing training to help team members embody and promote the culture. Skills like conflict resolution, communication, and empathy should align with your values.
   
   Example: Host workshops on active listening to support a value of "respect."

Part 4: Performing – Culture Reinforcement

In the performing stage, the team operates at its peak, and the culture becomes self-sustaining. This phase focuses on recognition and reinforcement.

10. Blessing: Reward and Recognize Aligned Behavior
    
    Celebrate behaviors that reflect core values. Recognition can be as simple as verbal praise or as formal as awards and bonuses.
    
    Example: A "Core Value Champion" award for team members who consistently embody organizational values.

The Takeaway: Building Culture, One B at a Time

Building a thriving culture is not a one-time effort—it’s an ongoing process. By intentionally guiding teams through the stages of development and embedding values into every aspect of the organization, culture becomes a living, breathing part of the team. When culture is treated as a team sport, every member plays a role in creating an environment where shared values drive success.

By following the B-10 framework, you can cultivate a culture that does not just exist but thrives, transforming beliefs into actions, challenges into opportunities, and goals into achievements.