1. What is culture?
Culture is the essence of an organisation!
2. Every organisation has a culture whether planned
Why not create a great one.
Why not create an organisation that
3. A Great Culture
• Helps attract and keep great people
• Enables these people to do great things
4. This document is part MANIFESTO
And part EMPLOYEE HANDBOOK
It is part who we ARE and part
who we WANT to be
5. The LSC Culture Code
1. Our Vision matters
2. We are here for the customer
3. Our brand defines us
4. We strive to give you the freedom and
responsibility to be awesome
5. We constantly question the status quo
6. Before you start
We are realists and understand that our culture
along with the product it produces is not for
We are upfront about what we stand for and who
we attract as customers and employees.
We understand that some people will be
uncomfortable in this working environment.
7. Our vision
8. Our Vision is to make golf fun!!
We want to transform the way people think
about golf as a leisure activity.
9. Our guiding principal behind our vision is to
“delight our customers”
10. We are not one of those
companies that puts nice
words in its foyer and then
does the opposite
11. These words were displayed in the
lobby of Enron as their values!
Their owners went to jail for fraud and
the company went bankrupt
12. Every day in everything we do we
must keep our vision and guiding
principal top of mind.
13. We are here for
14. have the courage to start with the customer. My biggest
regret is the moments I let a lack of data override my
intuition on what is best for the customer
Former CEO of Groupon in his departure email.
15. We are a YES! Organisation.
Our first thought must be;
How CAN we complete a request not why we
CANT do it! YES WE
16. When our Lady members ask if they can
play off the men's tees in the men's
“YES! We will set up a men’s handicap for
you….. good luck!”
17. When the local Soccer Club wants to come
in and watch a world cup match at 4 am?
We say “GOAL!!!!!!!!!!”
18. For every decision we face we ask
“Selves! what is in this for the
19. Customers come to us;
20. It is our responsibility to
1. Give them dignity
2. Give them status
3. Show them the Lurve……
4. Create a Buzz.
21. When you call a customer by name, wish them a
happy birthday and then remember what they
This simple act:
1.Gives them dignity
2.Gives them status
3.Shows you Lurv them
4.It will create a buzz.
22. When you excitedly enthuse a customers
achievements and downplay your own!
1.You give them dignity
2.They gain status
3.Shows you Lurv them
4.It will create a buzz.
23. Our Roles
• Our job is NOT the task we are doing, it IS
the person we are doing it for.
• Our job is to make customers come back!
24. The next time you are pouring a
beer for Big Al or helping Jan try
on a pair of shoes. Deliver them
an experience that ensures they
25. I am sure you have heard “the customer is
Well in today’s world……..
The customer with a smart phone and a
Facebook page is absolutely positively
26. The Facebook post that nearly shut down a business.
This Facebook post received over 150,000 likes and 11,000 comments, expressing similar
experiences at other shop locations. It also started a wave of thousands of other similar posts on
David’s Bridal’s Facebook page complaining about terrible customer service. As the company failed to
respond to the complaints, it triggered a discourse encouraging other brides-to-be to shop for dresses
elsewhere and encouraged a boycott of this previously popular place to shop for wedding dresses.
27. One last thought on our
“Money cannot buy the feelings you can create
with a good experience”
If we make the experience really big, we can
charge whatever we want for it.
28. Brand Defines
29. Why Branding?
• Definition of Branding -
“the process involved in creating a unique
name and image for a product in the
consumers' mind, mainly through
advertising campaigns with a consistent
theme. Branding aims to establish a
significant and differentiated presence in
the market that attracts and retains loyal
30. Without Branding
• There is no differentiation
• There is no long term
31. People do not have
relationships with products!
They have relationships with
32. Why is this one $4.50?
Why is this one 10k?
33. Wearing the Rolex says something about them.
34. When Kraft bought Cadbury for $19.5b
What did they buy?
Chocolate, factories, recipes…………..
No!.... They bought brand.
35. We are lucky!!
Building a brand today does not require $$$
spent on TV advertisements and blockbuster
Brands are built on a cultural movement.
36. • What is our cultural movement?
• What is our Brand?
Make Golf Fun!!!
37. Branding V Advertising
38. A final thought on Brand
Ask yourself am I representing
the brand well.
–What I wear?
–How I talk to customers?
39. We Give you the
responsibility to be
40. WE TRUST OURSELVES
41. Just because a mistake has been made in
the past. We do not need a policy for it.
WE WILL NOT PENALIZE THE MAJORITY FOR
THE MISTAKES OF A FEW
42. We are not afraid to experiment
We are not afraid to fail
43. We tried to use golf carts at our first night golf!!
44. We tried a chipping challenge from the
balcony with real golf balls!!
45. We thought leaving the rough long looked good
46. There are a few ways to fail that we
WILL NOT tolerate!
1. Repeating the same mistake.
2. Not listening to the customer
47. We do not have pages of policies
48. We have one simple policy that covers most
“Use your best judgement..” Keep in mind our
49. What is good judgement?
1. Team Over Self
2. Company over Team
3. Customers over Company
50. Debates will be won by those that keep our
guiding principal top of mind, not by job titles.
We try not to pull rank.
51. More on Job titles!
If we had our way we would not use
For clarity to external stakeholders
we still have them, however
internally we like to think everybody
has the same title.
52. We find having our staff see themselves
as Brand ambassadors their day to day
activities have more importance on our
53. We constantly
question the status
54. when you find yourself on the side of the majority,
its time to pause and reflect
- Mark Twain
55. At LSC we thought that Blue- White – Red and Yellow
tees brought a sexist and elitist stigma to golf so we
threw out the tradition……… and we now have
Quarry Course, Brick Yard, Steelworks & Rail Yard.
56. At LSC we saw the market moving in a
different direction and were the first to
introduce “non traditional” membership
Believe me! This was not a popular decision at
57. At the time Golf Australia (golf’s governing body)
whose vision is “to grow the game” were
vehemently against such a membership structure.
A few years on Golf Australia have implemented
its own membership product which is very similar
58. In both of these (and many other) cases we;
1. Listened to the customer!
2. Realised tradition was getting in the way!
3. Started a new concept
4. Implemented and kept our guiding
principle top of mind
59. Some Things we are currently working on
1. Bare foot golf
2. Horse race members event.
3. Take away liquor
4. Phone app trivia
5. Big Hole golf
60. The following response is forbidden and
ALWAYS not acceptable
61. The following response is forbidden and
ALWAYS not acceptable
“that is the way its always been done”
62. We are never done!
• Never Done re thinking
• Never done implementing better ways
• Never done learning
64. We Move fast
We make quick decisions and are constantly
changing, this may feel chaotic,
that’s ok…..…… It sometimes is!
65. We also have Issues
Our ownership model (Local Government) at
times can be bureaucratic and slow.
(We just don’t use this as an excuse or make
customers aware of this).
66. Decisions are at times un popular, they do not
get made by popular vote.
Data is analysed
Opinions are heard
In the end someone has to decide
67. Whenever you see a successful business, someone
once made a courageous decision
Peter F. Drucker
Author and Management Expert
68. Some things we do not do well
1. Helping new people find their feet.
i. One of the reasons we are compiling this slide
2. Internal information sharing
3. Formal Peer reviews.
69. What happens if all this does not work?
70. It Does!
If you find yourself in a group or project that is
not meeting these goals/values… STAND UP
and be an agent for change! Help bring the
71. Compromising on Culture is simply NOT ON!
While it may seem “reasonable” to hire for
skills when the need is painfully acute.
“Reasonable” is WRONG!
The interest rate on bad culture debt is high