2015 pia culture seminar

CULTURE

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MY MISSING LINK AT SKYDIVE CAROLINA

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The Foundation for Great Marketing

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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.

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EVERY ORGANIZATION HAS A CULTURE

WHAT IS THE CULTURE LIKE AT YOURS?

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CULTURE STRESSORS

FatigueLong 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

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HOW DO YOU CHANGE CULTURE?

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Simon Sinek Start With Why

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SKYDIVING

SAFELY & ADVENTUROUSLY

?

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CONSIDER WHY & WHO

ALL FOCUS ON CULTURE

ALL HAVE CORE VALUES

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“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

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“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 ValuesAuthenticity - 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

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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

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A CUSTOMER SERVICE COMPANY

•GETTING A REFUND

•2+ HOUR PHONE CALLS

•9 HOUR PHONE CALL

•CALL AT MIDNIGHT

The Missing Piece

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CREATING CORE VALUES

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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?

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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

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