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Culture Design
@ D A V I D L E C O U R S F O R S M P S - P R C T H E W A V E | 0 2 . 0 1 . 2 3
How to attract clients & talent.

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Your firm has a culture.
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T O D A Y
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How to design a
magnetic culture
to attract clients
and talent.
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Culture
What is it?
Why does it matter?
Who owns it?
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W H AT I S I T ?
Culture
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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
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A set of living relationships
working towards a shared goal.
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C U L T U R E : D E F I N I T I O N S

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

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I S N OT …
Culture
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W H Y D O E S I T M AT T E R ?
Culture
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Why now?
✴ Hybrid Work
✴ Great Resignation
✴ War for Talent
✴ Di
ff
erentiation

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Magnetic culture
attracts great
clients and talent.
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– P E T E R D R U C K E R
“Culture eats strategy for breakfast.”
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Why me?
✴ Cultural Anthropology
✴ Brand Foundation: Values
✴ Clients need help attracting &
retaining talent
✴ Designing brand & websites
is not enough

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Infinite loop of brand
& culture where every
time around loop brand
and culture get stronger.
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W H O O W N S I T ?
Culture
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Business transformed
by marketing leadership.
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C U L T U R E

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

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Emotional Intelligence
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Finger on the pulse
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HR 23
C U L T U R E

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

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✴ 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

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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
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Culture Design

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

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

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

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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

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Promoting them
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Writing them
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C O R E V A L U E S
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Values Crisis
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Half
of employees know
what the
fi
rm
stands for
02
27%
strongly believe in
their organization’s
values.
01
G A L L U P P O L L
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Writing them
01
C O R E V A L U E S
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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
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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
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✴ 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

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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

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Include we, us, our…
V A L U E S / W R I T I N G T H E M
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5 is plenty.
V A L U E S / W R I T I N G T H E M
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Promoting them
02
C O R E V A L U E S
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Review them regularly,
in context.
V A L U E S / P R O M O T I N G T H E M
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Communicate with
clarity & courage.
V A L U E S / P R O M O T I N G T H E M
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Catch people in the act.
V A L U E S / P R O M O T I N G T H E M
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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
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V A L U E S / P R O M O T I N G T H E M
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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
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Include values in
Performance reviews.
V A L U E S / P R O M O T I N G T H E M
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Promote value externally.
V A L U E S / P R O M O T I N G T H E M
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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.

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Culture Design
i. Values

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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
Systems
ii

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

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✴ Elevation
✴ Pride
✴ Insight
✴ Connection
Systems for creating
Epic Moments:

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✴ Elevation
SYSTEMS TO CREATE MOMENTS THAT RISE ABOVE THE EVERYDAY
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✴ Boost senses
✴ Break the script
✴ Wear di
ff
erent clothes
✴ Eat di
ff
erent food
✴ New location
Elevation:

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Elevate regarding utilization rates.
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– DAVID MAISTER
Harvard professor who wrote:
The Trusted Advisor
“What a group does with its billable time
determines its income for the year. What it does
with its non-billable time determines its future.”
S Y S T E M S / E L E V A T I O N
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Elevate around benefits.
S Y S T E M S / E L E V A T I O N
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✴ Pride
SYSTEMS TO CREATE MOMENTS OF ACHIEVEMENT OR COURAGE
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7 1
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S Y S T E M S / P R I D E > B E N E F I T S & A P P R E C I A T I O N

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“Early on, all of our movies suck…our job is to
make them go from suck, to not-suck.
– ED CATMULL
S Y S T E M S / P R I D E
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S Y S T E M S / P R I D E

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✴ Insights
SYSTEMS FOR BOOSTING OUR UNDERSTANDING OF OURSELVES OR OUR WORK
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Hiring for cultural add, not fit.
S Y S T E M S / I N S I G H T
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S Y S T E M S / I N S I G H T : H I R I N G B I A S
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S Y S T E M S / I N S I G H T
Understand how the business works.

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“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

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✴ Connection
SYSTEMS FOR SHARED MOMENTS STRENGTHENED FROM A COMMON PURPOSE
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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.

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S Y S T E M S / C O N N E C T I O N
Deliver difficult news face-to-face.

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

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Smile,
You’re on camera.
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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

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Culture Design
i. Values
ii. Systems
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W H AT O N LY Y O U S AY
Language
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L A N G U A G E
A curated list of unique words,
acronyms, abbreviations, phrases,
and their meanings.

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Words create worlds.
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L A N G U A G E
Words and phrases that shape culture and remind
people what’s most important about your brand.

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

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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

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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

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

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Include brand names & messaging.
L A N G U A G E / H O W T O B E U N I Q U E

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L A N G U A G E / E M P L O Y E E S
Pixarians
Googlers
Ascentians
Pixar
Google
Ascent

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L A N G U A G E / E M P L O Y E E S
Cast Members
Partners
Champions
Disney
Starbucks
Taco Bell

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L A N G U A G E / E X A M P L E
Hustle

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Review your values, systems, and rituals for
words and phrases already operational.
Find words to retire; Invent new words and
phrases for key differentiators about your firm.
L A N G U A G E / H O W T O C O D I F Y

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Culture Design
i. Values
ii. Systems
iii. Language

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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

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

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✴ Purpose: Why you exist
✴ Origin: How you were born
✴ Values: What you believe
✴ Vision: Where you are headed
✴ 3 Case Stories: Success
7 Sticky Stories:
S T O R I E S

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

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

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Origin
How you were born.

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Values
What you believe in.

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Vision
Where you are headed.

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

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

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S T O R I E S / S T R U C T U R E
Story Structure

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S T O R I E S / S T R U C T U R E
1
Setup
WHO
WHERE
WHEN
Story Structure

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S T O R I E S / S T R U C T U R E
1
Setup
WHO
WHERE
WHEN
Conflict
2
TENSION
RESISTANCE
STRUGGLE
Story Structure

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S T O R I E S / S T R U C T U R E
1
Setup
WHO
WHERE
WHEN
Conflict
2
TENSION
RESISTANCE
STRUGGLE
3
Turning Point
A-HA
LIGHTBULB
CAYALYST TO CHANGE
Story Structure

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S T O R I E S / S T R U C T U R E
1
Setup
WHO
WHERE
WHEN
Conflict
2
TENSION
RESISTANCE
STRUGGLE
3
Turning Point
A-HA
LIGHTBULB
CAYALYST TO CHANGE
4
Outcome
ENDING
NEW WAY
Story Structure

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Story Structure
S T O R I E S / S T R U C T U R E
1
Setup
WHO
WHERE
WHEN
Conflict
2
TENSION
RESISTANCE
STRUGGLE
3
Turning Point
A-HA
LIGHTBULB
CAYALYST TO CHANGE
4
Outcome
ENDING
NEW WAY
5
Your Point

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

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

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

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✴ 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

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

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Care and be kind.

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We foster collaboration in everything we do.

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R I T U A L S

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We have an empowering culture and we hold ourselves accountable.

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

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R I T U A L S
34
COFFMAN
ENGINEERS
|
2021
Annual
Report
employee
AWARDS
NEIL PEARSON AWARD RECIPIENTS
As part of our annual service awards program, each profit center with 10+ employees honors one
outstanding employee with the Neil Pearson Award. Neil Pearson was part of Coffman Engineers
from 1979 to 1988. Neil was liked and respected by his co-workers and was always considered to
be part of the solution to problems brought before him. He had an excellent balance of judgment,
leadership, engineering skills, and business acumen. He died unexpectedly in 1988, at the peak of
his contributions to Coffman, and this award is dedicated to his memory.
Anchorage
Lon Johannes, PE
Bay Area
Danielle Humphrey
LA-OC Region
TJ McCann, PE
San Diego
Brian Snow, PE
SE Region
Chandler Hershberger, PE
Denver
Kamryn Froehle, EIT
Bozeman
Nick Baiardo
Spokane
Bryson O'Neill
History of Award
Honolulu
Jeremy Kaimikaua, PE
Seattle
Louie Baweja, PE

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R I T U A L S

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Ringing the bell for project wins.

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R I T U A L S
Feed Yourself Well

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Model DEI Behaviors

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R I T U A L S
Not work routines.

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

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

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✴ Elevation
✴ Pride
✴ Insight
✴ Connection
Creating Rituals:
S T O R I E S

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

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

148.
W H AT Y O U S E E A N D T O U C H
Artifacts
vi

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

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

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A R T I F A C T S

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

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

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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.

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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.

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

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

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

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

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

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

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✴ 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

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

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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.

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

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

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

183.
Culture Design
i. Values
ii. Systems
iii. Language
iv. Stories
v. Rituals
vi. Artifacts

184.
HURRY UP, I’M HU NGRY
Conclusion

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

188.
T O D A Y
194
How to design a
magnetic culture
to attract clients
and talent.
02
Culture
What is it?
Why does it matter?
Who owns it?
01

189.
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

190.
Culture isn’t set it and forget it.
Be proactive, reinforce it daily.
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191.
Thank you.