Talk delivered at SMPS Southern Regional Conference Culture isn't something you have, it's something you do. Join David Lecours, brand and culture expert, to learn why Marketing needs to design your firm's culture. Hint: attracting great clients and talent is just the beginning. Then, David will share how to proactively design a flourishing culture. This will include best practices of A/E/C firms using culture as a compelling differentiator. As Peter Drucker said, “culture eats strategy for breakfast.” YUM! Learning Outcomes: - You will learn how to design a magnetic culture to attract clients and talent - Expect to connect the infinite loop of brand and culture - You will become empowered to take the lead role in your firm's culture

1. Culture Design
@ D A V I D L E C O U R S F O R S M P S - S R C
How to attract clients & talent.

2. Your firm has a culture.
2

3. T O D A Y
3
How to design a
magnetic culture
to attract clients
and talent.
02
Culture
What is it?
Why does it matter?
Who owns it?
01

4. W H AT I S I T ?
Culture
01

5. In Latin, Cultus meaning:
To cultivate, or take care of.
C U L T U R E : D E F I N I T I O N S
5

6. A set of living relationships
working towards a shared goal.
6
C U L T U R E : D E F I N I T I O N S

7. What people do when
their boss isn’t watching.
7
C U L T U R E : D E F I N I T I O N S

8. I S N OT …
Culture
01

9. 9

10. 10

11. 11

12. Why me?
✴ Branding & web design is
not enough
✴ Help attract & retain talent
✴ Cultural Anthropology

13. W H Y D O E S I T M AT T E R ?
Culture
01

14. Why now?
✴ Hybrid Work
✴ War for Talent
✴ Di
ff
erentiation

15. Magnetic culture
attracts great
clients and talent.
15

16. – P E T E R D R U C K E R
“Culture eats strategy for breakfast.”
16

17. Infinite loop of
brand & culture
17
C U L T U R E / W H Y D O E S I T M A T T E R ?

18. Brand: what you stand for.
18
C U L T U R E / W H Y D O E S I T M A T T E R ?
Culture: what you do about it.

19. W H O O W N S I T ?
Culture
01

20. 20

21. Business transformed through
marketing leadership.
21
C U L T U R E

22. – ED CATMULL
“You don’t have to ask permission
to take responsibility.”
22
C U L T U R E

23. Emotional Intelligence
23

24. Finger on the pulse
24

25. HR 25
C U L T U R E

26. Culture
What is it?
Why does it matter?
Who owns it?
01
T O D A Y
26
How to design a
magnetic culture
to attract clients
and talent.
02

27. ✴ A S A T H A N K Y O U , W E ’ L L E M A I L Y O U A P R I V AT E L I N K .
Bonus Content

28. H O W T O D E S I G N A M A G N E T I C C U LT U R E T O AT T R A C T C L I E N T S & TA L E N T
02
Culture Design

29. Culture isn’t something you have,
it’s something you do.
29
C U L T U R E D E S I G N

30. Culture isn’t something you have,
it’s something you do consistently.
30
C U L T U R E D E S I G N

31. Culture Design
i. Values
ii. Bene
fi
ts
iii. Language
iv. Stories
v. Rituals
vi. Artifacts

32. Values
i
B E L I E F S T H AT I N S P I R E A C T I O N

33. Values Crisis
33

34. Half
of employees know
what the
fi
rm
stands for (values)
02
27%
strongly believe in
their organization’s
values.
01
G A L L U P P O L L
34

35. Promoting them
02
Writing them
01
C O R E V A L U E S
35

36. Writing them
01
C O R E V A L U E S
36

37. Values are the foundation
for your firm’s culture.
V A L U E S / W R I T I N G T H E M
37

38. Most core values are
terribly written or generic.
V A L U E S / W R I T I N G T H E M
38

39. 39
✴ Service
✴ Integrity
✴ Teamwork
✴ Quality
✴ Communication
Cliche Core Values
V A L U E S / W R I T I N G T H E M

40. 40
Values must be written for
speci
fi
c, actionable behaviors.
Start with verbs.
V A L U E S / W R I T I N G T H E M

41. 41

42. 42

43. 43

44. 44

45. 5 is plenty.
V A L U E S / W R I T I N G T H E M
45

46. Promoting them
02
C O R E V A L U E S
46

47. Catch people in the act.
V A L U E S / P R O M O T I N G T H E M
47

48. Publicly recognize people
for living a value.
V A L U E S / P R O M O T I N G T H E M
48

49. V A L U E S / P R O M O T I N G T H E M
49

50. 50

51. Reward what you want
to be repeated.
V A L U E S / P R O M O T I N G T H E M
51

52. Include values in
performance reviews.
V A L U E S / P R O M O T I N G T H E M
52

53. Use your values as a
filter for opportunities.
V A L U E S / P R O M O T I N G T H E M
53

54. Promote value externally.
V A L U E S / P R O M O T I N G T H E M
54

55. 55
V A L U E S / P R O M O T I N G T H E M
We are future-focused and challenge the status quo.

56. 56

57. Culture Design
i. Values

58. T O C R E AT E M O M E N T S T H AT S U P P O R T Y O U R T E A M
Benefits
ii

59. Employee Manual Policies & Procedures
Not written by lawyers.
Reinforce values.
Epic moments.

60. 60
✴ Elevation
✴ Pride
✴ Insight
✴ Connection
Bene
fi
ts that create
Epic Moments:
B E N E F I T S

61. 61

62. ✴ Elevation
BENEFITS TO CREATE MOMENTS THAT RISE ABOVE THE EVERYDAY
62
B E N E F I T S / E P I C M O M E N T S

63. 63

64. 64

65. 65
Scope:
One month of paid leave and a $5,000 travel stipend, after 5 years of employment at
TSDP.
Extended time away from work granted to an employee for:
• Personal and professional growth
• Learning and development of new skills
• Pursuit of personal interests
• Increased well-being
Parameters:
• The attached Sabbatical Request form needs to be submitted to Daniel Paul at
least two months in advance of the leave period.
• Eligible employee must take their sabbatical within the year of eligibility.
• During your sabbatical you should refrain from checking business emails.
• While on sabbatical leave you will continue to be paid your full salary, maintain
your employment status, and receive your benefits.
• After your sabbatical, we’d like you to prepare a brief presentation on your
experiences and learnings with the company, within a week after your return to
the office.

66. 66
✴ Boost senses
✴ Break the script
✴ Di
ff
erent foods, drink
✴ New location
Elevate by:

67. ✴ Pride
SYSTEMS TO CREATE MOMENTS OF ACHIEVEMENT OR COURAGE
67
B E N E F I T S / E P I C M O M E N T S

68. 7 1
68
B E N E F I T S / P R I D E

69. 7 1
69

70. 7 1
70
B E N E F I T S / P R I D E

71. ✴ Insights
BENEFITS THAT BOOST OUR UNDERSTANDING OF OURSELVES OR OUR WORK
71
B E N E F I T S / E P I C M O M E N T S

72. 72
B E N E F I T S / I N S I G H T
Self-Improvement Stipend

73. 73
Employee Surveys
✴ 2x / year
✴ 3 questions: doing right, fun, improve
✴ Anonymous, results shared
✴ What HS will do, new initiatives

74. 74
S Y S T E M S / I N S I G H T
Understand how the business works.

75. 75
“Even if professionals have zero ambition of running
their own firm, their understanding of how business
works will help them be better team members and
ensure their ability to develop successful careers.”
S Y S T E M S / I N S I G H T
– ART G ENS LE R, G EN SLER FOUNDER

76. ✴ Connection
BENEFITS FOR SHARED MOMENTS STRENGTHENED FROM A COMMON PURPOSE
76
B E N E F I T S / E P I C M O M E N T S

77. 77
S Y S T E M S / C O N N E C T I O N
How you treat each other is
how you will treat clients.

78. 78
S Y S T E M S / C O N N E C T I O N
Laughter & Fun

80. Smile,
You’re on camera.
80
S Y S T E M S / C O N N E C T I O N : R E M O T E W O R K I N G

81. 81

82. Culture Design
i. Values
ii. Systems
82

83. W H AT O N LY Y O U S AY
Language
iii

84. 84
L A N G U A G E
A curated list of unique words,
abbreviations, phrases,
and their meanings.

85. Beyond industry jargon.
85
L A N G U A G E

86. 86
L A N G U A G E / H O W T O B E U N I Q U E
Pain + Re
fl
ection = Progress
Promoted to Passenger.
Pilots returning to aircraft carriers don’t land;
They’re recovered.
Bridgewater
Southwest
US Navy

87. 87
L A N G U A G E / H O W T O B E U N I Q U E
Net
fl
ix
USHG
USHG
Farming for dissent.
One size
fi
ts one.
Put us out of business with your generosity.
Union Square
Hospitality Group
Union Square
Hospitality Group

88. 88
L A N G U A G E / H O W T O B E U N I Q U E

89. 89
L A N G U A G E / W O R D F O R E M P L O Y E E S
Pixarians
Googlers
Ascentians
Pixar
Google
Ascent

90. 90
L A N G U A G E / W O R D F O R E M P L O Y E E S
Cast Members
Partners
Champions
Disney
Starbucks
Taco Bell

91. 91
Culture Design
i. Values
ii. Systems
iii. Language

92. H O W Y O U C A P T I V AT E Y O U R S E L V E S & OT H E R S
Stories
iv

93. 93
Seven sticky stories that
shape firm culture.
S T O R I E S

94. 94
✴ Purpose: why you exist
✴ Origin: how you were born
✴ Values: what you believe
✴ Vision: where you are headed
✴ 3 Case Stories: client success
7 Sticky Stories:
S T O R I E S

95. 95
S T O R I E S / P U R P O S E

96. – ED CATMULL
“We are born creative, then stuff gets
in our way, clogs our creative arteries
with the plaque of conformity.”
96
S T O R I E S / P U R P O S E

97. 97
Origin
How you were born.

98. 98
Values
What you believe in.

99. 99
Vision
Where you are headed.

100. 100
3 success stories of
whom you’ve helped.
S T O R I E S / C A S E

101. 101
Your client must be
the protagonist.
S T O R I E S / C A S E

102. 102
✴ Internally
✴ Website (About, People, Careers)
✴ Social Media & Networking
✴ Presentation & Speaking gigs
✴ Proposals
Where:
S T O R I E S

104. Culture Design
i. Values
ii. Systems
iii. Language
iv. Stories

105. W H AT Y O U C E L E B R AT E
Rituals
v

106. 106
✴ Project Wins
✴ Project Milestones & Completions
✴ Company Milestones
✴ Company Anniversaries
Transitions:
R I T U A L S
✴ Hiring Process & Onboarding
✴ First Day / Last Day
✴ Promotions
✴ Birthdays & Anniversaries

107. 107
R I T U A L S
Traditions that create
a sense of belonging.

108. 108
Care and be kind.

109. 109
We foster collaboration in everything we do.

110. 110

111. 111

112. 112

113. 113

114. 114
Repeated experiences that
energize your people &
reinforce your values.
R I T U A L S

115. 115
Ringing the bell for project wins.

116. 116
R I T U A L S
Feed Yourself Well

117. 117

118. 118

119. 119
Model DEI Behaviors

120. 120

121. 121
R I T U A L S
Not work routines.

122. 122

123. 123

124. 124

125. 125

126. 126

127. 127

128. 128
R I T U A L S
Allow employees to opt-in.

129. 129
R I T U A L S
Don’t need to last forever.

130. 130
✴ Top-down
✴ Bottom-up
Creating Rituals:
S T O R I E S

131. Culture Design
i. Values
ii. Systems
iii. Language
iv. Stories
v. Rituals

132. W H AT Y O U S E E A N D T O U C H
Artifacts
vi

133. 133
– ILS E CRAWFORD
“Design makes culture visible.”
A R T I F A C T S

134. 134
The outer, most visible layer
of your culture.
A R T I F A C T S

135. 135
A R T I F A C T S

136. 136
✴ Spatial
✴ Operational
✴ Inclusive
✴ Engaging
Artifacts:
A R T I F A C T S

137. 137
✴ Architecture
✴ Landscape
✴ Interiors
✴ Environmental Graphics
Spatial Artifacts:
A R T I F A C T S / S P A T I A L

138. 138
Office as destination.
S P A T I A L A R T I F A C T S
✴ Gensler U.S. Workplace Survey
✴ Not collaboration, focus on work
✴ Cues from Hospitality
✴ Diverse collection of spaces and
experiences to earn the commute

139. 139
S P A T I A L A R T I F A C T S
✴ Quiet work zones
✴ Alternative workspaces
✴ Maker spaces
✴ Project rooms
✴ Rest spaces
✴ Outdoor

140. 140

141. 141

142. 142

143. 143

144. 144

145. 145

146. 146

147. 147
A R T I F A C T S / O P E R A T I O N A L
Tools to help staff solve problems,
innovate, and work smartly.

148. 148

149. 149

150. 150

151. 151

152. 152
A R T I F A C T S / I N C L U S I V E
Items to foster a sense
of belonging.

153. 153
A R T I F A C T S / I N C L U S I V E
Welcome Kits

154. 154
A R T I F A C T S / I N C L U S I V E

155. 155
A R T I F A C T S / I N C L U S I V E

156. 156
A R T I F A C T S / I N C L U S I V E

157. 157
A R T I F A C T S / I N C L U S I V E

158. 158
A R T I F A C T S / I N C L U S I V E

159. 159
✴ Employee Milestones
✴ Birthdays
✴ Anniversaries
How to be inclusive:
A R T I F A C T S / I N C L U S I V E

160. 160
A R T I F A C T S / H I G H E N G A G E M E N T
Engage with the brand
in a tangible way.

161. 161
A R T I F A C T S / H I G H E N G A G E M E N T

162. 162
A R T I F A C T S / H I G H E N G A G E M E N T

166. Culture Design
i. Values
ii. Systems
iii. Language
iv. Stories
v. Rituals
vi. Artifacts

167. HURRY UP, I’M HU NGRY
Next Steps

168. Start small.
168
Scale.

169. 169

170. B U S I N E S S C A R D O R Y O U R E M A I L
Bonus Content

171. T O D A Y
171
How to design a
magnetic culture
to attract clients
and talent.
02
Culture
What is it?
Why does it matter?
Who owns it?
01

172. Culture Guide
i. Values
ii. Systems
iii. Language
iv. Stories
v. Rituals
vi. Artifacts
Brand Guide
i. Logo
ii. Color & Fonts
iii. Imagery
iv. Messaging
v. Touchpoints

173. Culture isn’t set it and forget it.
Be proactive, reinforce it daily.
173

174. Thank you.