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CULTURE
#PIA2015
MY MISSING LINK AT SKYDIVE CAROLINA
#PIA2015
The Foundation for Great Marketing
#PIA2015
What is CULTURE?
Culture is the behavior of humans within an
organization and the meaning that people
attach to those behaviors.
Culture includes the organization's vision,
values, norms, systems, symbols, language,
assumptions, beliefs, and habits.

#PIA2015
EVERY ORGANIZATION HAS A CULTURE
WHAT IS THE CULTURE LIKE AT YOURS?
#PIA2015
CULTURE STRESSORS
Fatigue
Long Hours
Deadlines
Financial PressureNegative Attitudes
Poor Communication
Leadership
“Culture isn’t the most important
thing. Culture is the only thing.”
—Jim Senigal,
Former CEO Costco
#PIA2015
HOW DO YOU CHANGE CULTURE?
#PIA2015
Simon Sinek
Start With Why
#PIA2015
SKYDIVING
SAFELY & 

ADVENTUROUSLY
?
#PIA2015
CONSIDER WHY & WHO
ALL FOCUS
ON CULTURE
ALL HAVE
CORE VALUES
#PIA2015
“Costco’s mission is to continually provide our members with
quality goods and services at the lowest possible prices. In
order to achieve our mission we will conduct our business with
the following Code of Ethics in mind:
1. Obey the law
2. Take care of our members
3. Take care of our employees
4. Respect our vendors
#PIA2015
#PIA2015
“Great companies first
build a culture of
discipline . . . and
create a business
model that fits
squarely in the
intersection of three
circles: what they can
be best in the world
at, a deep
understanding of their
economic engine, and
the core values they
hold with deep
passion.”
Core Values
Authenticity - We are true to the outdoors.
Quality - We provide trustworthy products and services.
Service - We serve others with expertise and enthusiasm.
Respect - We listen and learn from each other.
Integrity - We live by a code of rock-solid ethics, honesty and
decency.
Balance - We encourage each other to enjoy all aspects of life.
WHY IS CULTURE IMPORTANT?
Employee Retention
Reputation
Productivity
Quality
The Best Marketing Connects.
Connection Forms By Building Relationships
CASE STUDY
• Establishes Link Exchange in 2006

• Sold to Microsoft for US $265M 

in 1998
• Invests and becomes CEO of Zappos 

in 1999
• Zappos gross revenues eclipse 

$1Billion
• Zappos is bought by Amazon for US
$1.2 Billion
• Hsieh makes US $214 Million
#PIA2015
More difficult to work at Zappos than to get into Harvard
Four Weeks of Training
Offer $2,000 To Quit in Week 1
Offer $3,000 To Quit in Week 2
#PIA2015
A CUSTOMER SERVICE
COMPANY
•GETTING A REFUND
•2+ HOUR PHONE
CALLS
•9 HOUR PHONE
CALL
•CALL AT MIDNIGHT
The Missing Piece
#PIA2015
CREATING COREVALUES
#PIA2015
WHAT IS OUR PURPOSE?
•We Know What We Do
•We Know How to Do It
•Is There Something More?
•What is the Why of What We Do?
#PIA2015
#PIA2015
DISCUSSION
What is the current culture at your DZ?
What values would you like to 

see instilled at your DZ?
Where is your DZ 20 Years from Now?
Does everyone in the organization know 

what the company goals are?
What’s the first step to improving your culture?
The Foundation for Great Marketing
#PIA2015

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How to Build a Strong Organizational Culture

  • 2.
  • 3. MY MISSING LINK AT SKYDIVE CAROLINA #PIA2015
  • 4. The Foundation for Great Marketing #PIA2015
  • 5. What is CULTURE? Culture is the behavior of humans within an organization and the meaning that people attach to those behaviors. Culture includes the organization's vision, values, norms, systems, symbols, language, assumptions, beliefs, and habits.
 #PIA2015
  • 6. EVERY ORGANIZATION HAS A CULTURE WHAT IS THE CULTURE LIKE AT YOURS? #PIA2015
  • 7. CULTURE STRESSORS Fatigue Long Hours Deadlines Financial PressureNegative Attitudes Poor Communication Leadership
  • 8.
  • 9. “Culture isn’t the most important thing. Culture is the only thing.” —Jim Senigal, Former CEO Costco #PIA2015
  • 10. HOW DO YOU CHANGE CULTURE? #PIA2015
  • 11. Simon Sinek Start With Why #PIA2015
  • 12.
  • 15. ALL FOCUS ON CULTURE ALL HAVE CORE VALUES #PIA2015
  • 16. “Costco’s mission is to continually provide our members with quality goods and services at the lowest possible prices. In order to achieve our mission we will conduct our business with the following Code of Ethics in mind: 1. Obey the law 2. Take care of our members 3. Take care of our employees 4. Respect our vendors #PIA2015
  • 18. “Great companies first build a culture of discipline . . . and create a business model that fits squarely in the intersection of three circles: what they can be best in the world at, a deep understanding of their economic engine, and the core values they hold with deep passion.”
  • 19. Core Values Authenticity - We are true to the outdoors. Quality - We provide trustworthy products and services. Service - We serve others with expertise and enthusiasm. Respect - We listen and learn from each other. Integrity - We live by a code of rock-solid ethics, honesty and decency. Balance - We encourage each other to enjoy all aspects of life.
  • 20. WHY IS CULTURE IMPORTANT? Employee Retention Reputation Productivity Quality The Best Marketing Connects. Connection Forms By Building Relationships
  • 22. • Establishes Link Exchange in 2006
 • Sold to Microsoft for US $265M 
 in 1998 • Invests and becomes CEO of Zappos 
 in 1999 • Zappos gross revenues eclipse 
 $1Billion • Zappos is bought by Amazon for US $1.2 Billion • Hsieh makes US $214 Million
  • 24. More difficult to work at Zappos than to get into Harvard Four Weeks of Training Offer $2,000 To Quit in Week 1 Offer $3,000 To Quit in Week 2 #PIA2015
  • 25. A CUSTOMER SERVICE COMPANY •GETTING A REFUND •2+ HOUR PHONE CALLS •9 HOUR PHONE CALL •CALL AT MIDNIGHT
  • 28. WHAT IS OUR PURPOSE? •We Know What We Do •We Know How to Do It •Is There Something More? •What is the Why of What We Do? #PIA2015
  • 30.
  • 31.
  • 33. What is the current culture at your DZ? What values would you like to 
 see instilled at your DZ? Where is your DZ 20 Years from Now? Does everyone in the organization know what the company goals are? What’s the first step to improving your culture?
  • 34. The Foundation for Great Marketing #PIA2015