Cultural
Blueprinting
Webinar Presentation, September 19, 2013
Joe Tye, CEO and Head Coach
Values Coach Inc.
Copyright © 2013, Values Coach Inc.
If you have questions
that I did not address in
this webinar:
joe@joetye.com
2
Key goals of this
webinar*….
*And all in 60 minutes!
3
Objective #1
Share my top ten culture
stories – and a key lesson
from each
4
Objective #2
Share my top ten great ideas
for crafting and cultivating a
culture of ownership on a
foundation of values
5
Objective #3
Share my top ten key
success factors for effective
cultural transformation
6
Objective #4
Answer frequently asked
questions about cultural
transformation
7
Objective #5
Tell you about the new
Cultural Blueprinting
Toolkit and the Culture
Mechanic Advisory Service
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And all this in
just 60 minutes!
9
Introductory
comments
Which diner is most likely
to earn your repeat
business and have you
recommending the place
to friends and neighbors?
Or…
This is not a trick
question…
It’s the reality of
competing today.
Slide show: 12 Reasons Why
Culture Eats Strategy for Lunch
“I came to see, in my
decade at IBM, that
culture isn’t just one
aspect of the game –
it is the game.”
“Advertising is a tax
you pay on having an
unremarkable culture.”
Robert Stephens, Founder of Geek Squad
“There is a correlation between
clearly articulated and lived
culture and strong business
performance [but most people do
not believe that their culture is
upheld in their organizations.]”
- Deloitte
Culture will have a
significant impact on
your future bottom line.
Your bottom line next year
will largely be determined by
your current strategies; your
bottom line in the following
years will be more influenced
by your current culture.
“Every organization has a
culture. Unfortunately,
many, if not most, cultures
develop by happenstance...”
Pamela Bilbrey and Brian Jones: Ordinary Greatness:
It’s Where You Least Expect It... Everywhere
What is culture?
The personality and
the character of
your organization.
What is culture?
The cumulative
attitudes and
behaviors of your
employees.
Culture doesn’t
change unless
people do.
A key point!
Culture is morally
neutral.
Enron had a powerful
culture.
What sort of cultural
environment would I feel
if I worked for your
organization?
This?
Or this?
Energy faucet?
Or energy drain?
It’s not culture or strategy,
but rather how the two can
complement and reinforce
each other.
Your organization has a
strategic plan – but do
you have a culture plan?
Top Ten
Culture Stories
Story #1
Greatest startup:
Zappos
Your culture is
your brand!
- Tony Hsieh
Getting a job at the Zappos
call center is more
competitive than gaining
admission to Harvard
Story #2
Greatest turnaround:
Starbucks
A resilient culture was more
important than new strategies
in saving Starbucks
“The only assets we have as
a company [are] our values,
our culture and guiding
principles, and the reservoir
of trust with our people.”
Starbucks CEO Howard Schultz in Harvard
Business Review, July-August 2010
Story #3
Most endearing
culture:
Patagonia
People don’t go to work for
Patagonia because they love
stuffing down
coats into boxes!
Story #4
Culture that
competes with love
and fun:
Southwest Airlines
Southwest Airlines
didn’t earn the
highest loyalty in
the industry with
its bags fly free
and fuel price
hedging strategies
Same
business
Different
cultures
Nap
Rap
All the major air carriers
copied the Southwest
business model: but they all
failed the culture test.
Story #5
Culture that puts
people first:
Costco
Same
business
Different
cultures
People pay to
shop at Costco…
People shop at Wal-Mart
because they don’t have
to dress up like they do
for the Dollar Store.
Wal-Mart’s culture of low
price at any cost has
come at a huge cost to
the company.
Wal-Mart has spent
over $100 million on
the investigation of
bribery and other
ethics scandals.
Sam Walton would be
rolling over in his
grave!
Story #6
Culture that shot
itself in the foot:
United Airlines
Not fixing Dave Carroll’s
guitar cost United $millions
Not to mention the damage to
the company’s already bad
reputation for customer
service…
And the airline’s already
troubled employee relations
(they are the ones taking the
brunt of customer ire).
Within four days of the video
being posted more than a
million people viewed it and
United’s stock price dropped
10%, costing shareholders
$180 million.
“We have hundreds if not
thousands of examples…”
816,911
63
Dave has since done two
more United Breaks Guitars
videos* and written a book.
* Now with more than
20 million views
Story #7
Greatest culture
crash-and-burn:
Hostess
The fingers are all
pointing in the
wrong direction
What really killed Hostess
was a culture of labormanagement hostility.
Story #8
Killing the golden
egg laying goose:
Home Depot
Nardelli’s hard-fisted GE
strategies increased sales,
profits, and stock price…
At the cost of violating its
people-centric values and
ability to compete for the
best talent.
Home Depot’s board wanted
so badly to get rid of
Nardelli that they paid him
a quarter of a billion dollars
just to make him go away!
Story #9
The Values
Collaborative and
the Values and
Culture Challenge
“I got a whole new team
and didn’t have to change
any of the people.”
Paul Utemark, CEO
Fillmore County Hospital
Story #10
The greatest culture
change story of all
time
Are you old enough to
remember these days?
Back then people smoked
everywhere!
When Dr. C. Everett Koop called for a
smoke-free society in 1986 it was an
“impossible” goal
What happens to
someone who lights
up in a public place
today?
We don’t need to
tell people they
can’t smoke in
our buildings or
discipline them
when they do –
coworkers will
take care of that
Top Ten
Culture Change
Strategies
Strategy #1
Start with core values.
The McKinsey 7-S
Framework
“Committable core values that
are truly integrated into a
company’s operations can align
an entire organization and serve
as a guide for employees to
make their own decisions.”
Tony Hsieh: Delivering Happiness
A great statement of organizational values:
 Defines identity
 Taps into emotions
 Inspires action
 Aligns with personal values
 Promotes & recruits
Memorial Hospital of
Converse County
Douglas, Wyoming
Posted version
Compassion
Advocacy
Respect
Excellence
Posted version
Group version
Compassion
Integrity
Advocacy
Enthusiasm
Respect
Loyalty
Excellence
Stewardship
Ownership
Fun
From…
Compassion
Advocacy
Respect
Excellence
To…
Certified Values Trainers – Sidney Regional Medical Center
Created by Values Trainers at
Fillmore County Hospital
Strategy #2
Assess your current culture
(but first, take off your rosecolored glasses).
Where would your organization
fall on the A-O Continuum?
Strategy #3
Establish attitude and
behavioral expectations,
including your zero-tolerance
behaviors such as bullying and
rumor-mongering.
“… backbiting, petty scandal,
misrepresentation, flirtation,
injustice, bad temper, bad
thoughts, jealousy, murmuring,
complaining. Do we ever think
that we bear the responsibility of
all the harm we do in this way?”
Florence Nightingale to her Nurses
Strategy #4
Define your culture in a
memorable 6-word phrase.
This guy made a
fortune with just 6
words
From a large
medical products
company
104
Version 1
Global company driven
by motivated individuals
105
Version 2
Great company, often
own worst enemy
106
Version 3
Process driven crisis
management creating
dysfunction
107
From a large
academic
medical center
108
Version 1
Heartfelt commitment
unifies a dynamic
culture
109
Version 2
Sailing in turbulent
waters rudders aligned
110
Version 3
Dedicated employees
deflated by overwhelming
obstacles
111
How can managers working in
the same organization have
such differing perceptions!?!?
Entrepreneurial small business
We’re tough
We’re focused
We win
Nobody does it
better than...
Southwest Airlines Motto
Servant’s Heart, Warrior Spirit,
Fun-Loving Attitude
Strategy #5
Define your culture in a book
title and back cover blurb.
What do these CEO book titles
tell prospective employees
about their cultures?
If your CEO wrote a book
about the culture of your
organization, what would
the title of that book be?
If people who work in your
organization saw it in a
bookstore window, would
they recognize that it was
about them?
A hypothetical example
Book title
Yahoo! From Stultified
to Electrified
The Cultural Revolution that
Woke Up a Sleeping Giant!
Back cover blurb on current culture
A stultified organization paralyzed by
boring meetings and calcified
bureaucracy, coasting on past glories,
missed out on Web 2.0 and yielded the
field to Google, Facebook, and other
upstarts.
Back cover blurb on ideal culture
A brash young CEO banned useless
meetings, brought down silo walls,
imposed accountability and rattled the
cages of bureaucrats to inject a sense
of urgency. Yahoo! has remembered
its heritage and is once again looking
through the windshield instead of the
rearview mirror.
Strategy #6
Adopt The Pickle Challenge.
The Pickle Challenge
has taken on a life of
its own!
Brodstone
Memorial Hospital
Harlan County Hospital
129
Alverno Clinical Laboratories
White River
Health System
The Pickle Challenge at Select
Medical Central Billing Office
The Pickle Challenge at Star Valley
Medical Center in Afton, WY
The pickle party at the Battle
Creek VA Medical Center
Strategy #7
Use metaphors to capture
your essential cultural
characteristics.
Metaphors can shape identity;
what metaphor would you use to
describe the ideal culture of your
organization?
Strategy #8
Use the Culture Mapping
Schematic to map out plans
for actions you can take to
promote a stronger culture of
ownership.
What we want: Identify
why you want a culture
of ownership. In this
example, the goal is to
enhance loyalty.
What it takes: Any
characteristic in the
second ring will enhance
loyalty, but we are going
to focus on pride.
How we do it: Any action
in the outer ring will
enhance pride, we are
going to focus on values.
Strategy #9
Buy the Cultural Blueprinting
Toolkit – and attend one of
the Cultural Blueprinting
Workshops free.
 30-minute
intro video
 6 one-hour
webinars
 180-page
workbook
Module #1: Engagement and a Culture
of Ownership
Module #2: Invisible Architecture™
Module #3: Foundation of Values
Module #4: Superstructure of Culture
Module #5: Interior of Attitude
Module #6: Values-Based Leadership
Strategy #10
Subscribe to the weekly
Culture Mechanic Advisory
Service.
Top Ten
Key Success
Factors
Key Success Factor #1
Absolute commitment of the
senior leadership team (solid
in determination, flexible in
approach).
Key Success Factor #2
Enthusiastic participation of
middle management team
(this is the antidote to
“program of the month”
syndrome).
Key Success Factor #3
A growing core of Spark Plug
people at every level of the
organization.
Key Success Factor #4
Clear employment of the
WIIFM (What’s in it for me)
Factor.
Key Success Factor #5
Make it fun.
Key Success Factor #6
Start from where you are and
be authentic – develop your
ideal culture rather than
trying to copy that of
someone else.
Key Success Factor #7
Gain escape velocity and
achieve critical mass as
quickly as possible.
Key Success Factor #8
Plow through the inevitable
resistance.
Key Success Factor #9
Move from a culture of
optionality to a culture of
ownership.
You cannot allow people
to opt-out of your defined
culture!
Key Success Factor #10
Engage a wider community.
From an email I received yesterday
“I’m not sure if you remember talking about the root beer
floats, and someone in the room had made the joke about
wanting root beer floats from their employer. Either way,
members of the Converse County Bank ended up paying it
forward and sending root beer floats to Solutions for Life
(the ones who made the joke). Solutions for Life then paid
it forward to the Douglas Police Department.”
Responses
to
Questions
Question #1
How do we deal with the
people who, either actively or
passive-aggressively, try to
sabotage efforts to foster a
more positive culture?
Question #2
How do we maintain cultural
momentum?
And one last
thing…
You might personally be
the ultimate beneficiary of
a cultural transformation
initiative…
“Leaders reported that working… to
create a new culture was also
personally transformative –
a renewed awareness of their
unique gifts of communication,
understanding, curiosity, presence,
heart or wisdom.”
Barbara Kimball: “Cultural Transformation in Healthcare,” a
report from The Robert Wood Johnson Foundation
“Building a culture of engagement
within your organization is your
way as a leader to leave an
incredibly powerful legacy – one
that will positively influence the
lives of everyone you work with,
now and into the future.”
Paul Spiegelman and Britt Berrett: Patients Come Second:
Leading Change by Changing the Way you Lead
Management is a job
description…
Leadership is a life
decision.
To learn more about what
Values Coach can do for your
organization, contact
Michelle Arduser:
319-624-3889
Michelle@valuescoachinc.com