Phil Coombs | The System to Build an Industry Dominating Culture

Step 1: Inspiration.

• The business owner or the leader has to develop the inspiration as to the business should do it.
  • What are the WIIFM (What’s in it for me) and benefits to the business?
  • How developing culture can play a major part in the achievement of a business vision and goals.

• Inspiration provides motivation.
  • It is a long journey. Use the “Why” to build the commitment and persistence required to get the results.

Step 2: Laying the foundations.

• For the program to be successful, it needs the right foundations to be laid:
  • Leadership behaviours that support the process and not sabotage it.
  • The leaders sharing vision, mission, purpose and goals for the business so the process can start with the alignment of the team.
    • The team needs to know where the business is going and fully support the direction.

• Leaders must accept the core philosophy of co-creation and this is where it must start.

Step 3: Dream it.

• This step requires the team to dream about what the culture of the business could look like in the future, which would make everyone proud and want to be part of it.
  • What sort of business do you want to work for in the future.
    • What are the top 6 core values that would support that dream or vision?
    • The co-creation is critical. The team develops the core values, not the business owner or leader.

Step 4: Design it.

• In order to bring core values to life requires a set of behaviours that are followed by all employees.
  • As everyone has their own opinion on what a core value means, the best way is to co-create the top 3 behaviours for each core value, that will bring core values to life.
  • These behaviours then are signed off by the team as the “Rules of Engagement “ of the business that all must follow.

Step 5: Develop it.

• This is the implementation phase. The core element is the forming of a Culture council.
  • It is formed of employees and not senior management.
  • They are responsible for the development of a culture blueprint specific to your business and see its implementation.
  • The senior leaders must ensure that people either opt in or opt out before the journey goes too far.

• The council must ensure regular communication is undertaken.
  • Council will regularly review progress and review each core value, and the behaviours, to ensure progress is being made.

Step 6: Defend it.

• This is where culture outlives leadership and becomes a way of life for the business.
  • Embed changes in relevant systems and procedures.
    • In particular HR (Human Resources) for processes relating to employing people, to ensure you have a good fit with your culture.
    • For induction process with the principle to “attract the best and repel the rest”.

• Develop a culture of continuous improvement.
  • Regularly undertake employee engagement surveys to ensure progress is continually being made and.
  • Develop a culture where every employee continually strives to meet or exceed customer’s expectations.
    • Deliver “WOW”.
    • Include regular customer feedback.

• Focus on the continued engagement of employees to sustain culture and to share with others and continually monitor progress.