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INCREASING REVENUE
BUILDING CULTURE @The_Culture_Guy
www.thecultureguy.co.uk
+44 (0) 20 7193 6127
WHY DO SOME GROUPS FAIL
AND OTHER SUCCEED?
AGINCOURT
OCTOBER 1415
THE GREEKS
EURO 2004
SAMUEL PIERPONT
LANGLEY
THE WRIGHT
BROTHERS
  WITHOUT STRONGLY
DEFINED CULTURE
WITH STRONGLY
DEFINED CULTURE
REVENUE GROWTH 166% 682%
EMPLOYEE GROWTH 36% 282%
STOCK PRICE 74% 901%
CULTURE IS THE VALUES AND
PRACTICES SHARED BY
MEMBERS OF A GROUP
EVERY ORGANISATION HAS A CULTURE
CULTURE IS DEFINED BY HOW YOU BEHAVE
CULTURE AFFECTS EVERYTHING
“YOU HAVE PRIORITIES WHETHER YOU NAME 

THEM OR NOT. IF YOU WANT TO SUCCEED,
YOU NEED TO NAME THEM AND THE 

BEHAVIOURS THAT SUPPORT THEM”
DANNY MEYER
ONE BALL OF STRING
ONE ROLL OF TAPETWENTY STICKS
ONE MARSHMALLOW
AM I SAFE?
STRATEGY
MARKETING
FINANCE
TECHNOLOGY
NO POLITICS
HIGH MORALE
HIGH PRODUCTIVITY
LOW STAFF TURNOVER
ONE PURPOSE
ONE TEAM
ONE VOICE
ONE FOCUS
ONE PURPOSE
MISSION: WHAT YOU DO & WHY.

VALUES: HOW YOU BEHAVE.

VISION: WHERE YOU’RE GOING.
“GREAT COMPANIES START
BECAUSE FOUNDERS WANT TO
CHANGE THE WORLD, NOT MAKE
A FAST BUCK!”
GUY KAWASAKI
LAUGH LOTS

WORK WITH PASSION, ENTHUSIASM & COMMITMENT. HAVE FUN AND
DON'T TAKE YOURSELF TOO SERIOUSLY!
BUILD A BETTER WORLD 

SOLVE PROBLEMS, HELP PEOPLE BUILD A BETTER PLACE TO LIVE.
DO THINGS WELL
BE BRILLIANT, MAKE THINGS BETTER, TAKE RISKS AND LEARN FROM
GOOD MISTAKES.
EVERYONE MAKES TEA

WE HAVE NO HIERARCHY. NO ONE IS TOO IMPORTANT TO SERVE AND
MAKE TEA.
LIST BEHAVIOURS THAT WOULD BE
A SACKABLE OFFENCE.
LIST BEHAVIOURS EMPLOYEES
WOULD BE REWARDED FOR.
LIST WHAT YOU THINK CLIENTS
WOULD SAY ABOUT YOU.
“WE CHOOSE TO
GO TO THE MOON”
J. F. KENNEDY
FORGETTING ALL CONSTRAINTS,
WHAT DOES YOUR BUSINESS 

LOOK LIKE IN 10 YEARS?
ONE TEAM
WHO IN YOUR ORGANISATION
EXEMPLIFIES THE CULTURE 

YOU WANT TO BUILD?
ARE THERE INDIVIDUALS THAT
DON’T REFLECT THE CULTURE?
ONE VOICE
HOW DO YOUR CUSTOMERS
INTERACT WITH YOU? 
HOW DOES THAT INTERACTION
MAKE PEOPLE FEEL?
DOES IT MATCH WHAT YOUR
MARKETING PROJECTS?
ONE FOCUS
PICK A POLICY IN YOUR
ORGANISATION.
WHY DOES THAT POLICY EXIST? 
WHAT WOULD HAPPEN IF IT WAS
REMOVED?
WHAT DOES THIS POLICY SAY
ABOUT YOUR VALUES?
“IF YOU ARE LUCKY ENOUGH TO BE 

SOMEONE’S EMPLOYER THEN YOU HAVE A
MORAL OBLIGATION TO MAKE SURE PEOPLE 

DO LOOK FORWARD TO COMING TO WORK.” 
JOHN MACKEY – CEO, WHOLE FOODS MARKET
BOOKS WORTH A READ
@The_Culture_Guy
www.thecultureguy.co.uk
+44 (0) 20 7193 6127
https://thecultureguy.co.uk/sdi19
FIN

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Building Culture & Increasing Revenue