The Best Culture You've Never Heard Of

Reading Time: 5 minutes

Highlights:

• Why your culture needs belief

• How to use values effectively

• Some incredible ideas for actionable values

Culture-building is one of the most challenging aspects of leadership.

In sport, coaches are rarely given the time they need to do it well. In business, there can be so many moving parts, competing agendas, and personalities that it's hard to even get going. But when leadership gets the culture right, through hiring the right people, clarifying values, establishing standards, and setting norms... there's a chance to build something really special.

And without it, people show up to work miserable every day.

We seem to recognize the value of building a great culture since we celebrate those who do it well. Coach K was lauded for his long-term success and culture at Duke. Gregg Popovich is known for his wine dinners and the idea of “pounding the rock.” FC Barcelona is known for famously telling potential candidates what culture they’re walking into if they want to work there, and giving them the chance to walk away if they don’t think the culture is right for them.

But building a culture like that is really, really hard.

For one, most people haven’t ever really taken the time to identify their own values, let alone the values that should guide an entire organization. But, it doesn’t have to be some complicated laundry list of rules, a hodgepodge of surface-level values like “respect,” and trust falls.

You can build a simple, clear culture that puts the right values at the heart of what you do.

When the culture is done, right, this is what I think it looks like.

Values Guide Everything

This is the opening header on the website of the greatest culture you've never heard of.

There's both clarity and conviction. Values live at the center of what they do. They translate values into habits, traditions, policies, and ways of working - or what I often call standards (what you expect) and norms (what you tolerate).

And they recognize that culture is constantly evolving.

Perhaps most noteworthy is that they treat their values as constraints. Values are the framework that gives them freedom within the structure. Everyone knows how and where to color, and they can color outside the lines as long as they stay on the canvas.

If it doesn't fit the values, it doesn't happen. If it fits the values, it passes the first hurdle.

Importantly, they also call out some typical complaints about values and being values-driven (it’s a gimmick or unimportant, or that the org doesn’t mean what they say). They don’t hit you over the head with mindless platitudes.

They shoot it straight and let values lead the way.

If your organization can't put the values front and center and let them guide your choices, they're meaningless. As is the rest of the culture you're trying to create. Without the framework, the rest of your culture work looks like a jumbled mess.

Values Become Actions Through Beliefs

I guess now's the time to tell you that this "manifesto" (their word, not mine) comes from a venture capital group .

But, the way they've done VC is completely different. They don't just exist to build unicorns.

Their sole mission?

Repurpose capitalism.

They are crystal clear on their mission, what they value, and then those values drive what they believe will make them successful. Their sole focus is on supporting their entrepreneurs - and they put their money where their mouth is.

Without the belief in the values and what they have to offer, putting the values into action becomes a bit of an act. It rings hollow. Belief adds depth for the actions to carry real weight. It makes the values purposeful, intentional, and rich.

And now, some kick-ass ideas for values

#1: We > I

This is the ultimate expression of what it means to be a part of something bigger than yourself.

Notice how they’re not telling you that you need to “sacrifice” for the team, or subjugate your own needs or goals to some larger, mythical whole that’s supposed to reward you.

Instead, they focus on the pragmatic benefits of working together and being part of a team.

They emphasize going farther together, creating a competitive edge, and building a community where people belong.

They focus on supporting one another in the right circumstances - giving themselves to one another, rather than giving themselves to the “team” - and the end result is a vision of teamwork and an idea of what it means to be a part of the culture that people can see themselves in.

#2: Get Your Shit Done

Get your shit done is at the core of what it means to hold yourself accountable.

Rather than tell you how to do it, the group prides itself on letting you deliver in the way that best fits you - as long as you recognize it takes a team and an unreasonable commitment to excellence.

But you can see that they put limits on that.

You can’t just do your work in the way that works for you - it has to work for everyone, which means nobody can be waiting on you. You have to recognize that your work fits into a larger whole, and for that to work well… you’ve gotta get your shit done.

#3: Climb the Right Mountain

Forget busy work and productivity or busyness as a marker of success.

Impact is better than volume.

This value showcases what it means to prioritize the real outcomes over what we've been conditioned to believe is most impactful. It’s better to go slow and get it right than rush and get it wrong.

And this is just a snapshot.

Everything the Unreasonable Group has put together showcases what it means to be intentional and thoughtful about what you want to build and with whom. And since culture is ultimately an emergent property of the people in your organization, there's no better way to shape your culture than telling people exactly who they need to be, how they need to behave, and what's expected when they show up.

And never compromising.

If you want to read more about the incredible work Unreasonable Group is doing and see other premier examples of what it means to set a vision and cascade a cultural message, check out their other resources:

https://unreasonablegroup.com/why

And for a full read of their values and culture, check this out: https://unreasonablegroup.com/belief