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11.21.14 Creating a Culture of Winning™ 2014 Mid-Atlantic Conference & Expo Sheraton Premiere Tysons Corner Eric Gregory SVP, Shipley Associates.

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Presentation on theme: "11.21.14 Creating a Culture of Winning™ 2014 Mid-Atlantic Conference & Expo Sheraton Premiere Tysons Corner Eric Gregory SVP, Shipley Associates."— Presentation transcript:

1 Creating a Culture of Winning™ 2014 Mid-Atlantic Conference & Expo Sheraton Premiere Tysons Corner Eric Gregory SVP, Shipley Associates

2 Webinar Overview  What do we mean by “culture”?  Key elements of culture  How does “winning business” fit with culture?  10 principles (steps) that support creating a culture of winning  Questions and Answers Mid-Atlantic Conference 20142

3 Culture: What is it? “…the shared values, traditions, customs, philosophy, and policies of a corporation; also, the professional atmosphere that grows from this and affects behavior and performance.” - World English Dictionary “Organizational culture includes an organization's expectations, experiences, philosophy, and values that hold it together, and is expressed in its self-image, inner workings, interactions with the outside world, and future expectations.” - BusinessDictionary.com The acknowledged and accepted expectations, values, attitudes, beliefs, rituals, symbols, actions, tools, education, and reinforcements enabling a group to sustain itself and prosper in the face of adversity and competition Mid-Atlantic Conference 20143

4 Culture: Thrive (Win) or Die Shawn Parr, Fast Company, Culture Eats Strategy For Lunch, Jan Mid-Atlantic Conference 20144

5 Culture: Thrive (Win) or Die FOCUS: Aligns the entire company towards achieving its vision, mission, and goals. MOTIVATION: Builds higher employee motivation and loyalty. CONNECTION: Builds team cohesiveness among the company’s various departments and divisions. COHESION: Builds consistency and encourages coordination and control within the company. SPIRIT: Shapes employee behavior at work, enabling the organization to be more efficient and alive. Shawn Parr, Fast Company, Culture Eats Strategy For Lunch, Jan Mid-Atlantic Conference 20145

6 Synthesis Critical to a Culture of Winning  Equip  Train  Operate Mid-Atlantic Conference Emotion Win! Leadership Capability Vision

7 Roles Must Be Defined in a Culture of Winning Culture requires specific talents for success. Win! Creators Teachers Sustainers Mid-Atlantic Conference 20147

8 Importance of Culture Roles  Creators: Bring fire. The Prometheans. Sweet Medicine (Cheyenne)  Teachers: Bring knowledge. Confucius.  Sustainers: Act. Suleiman the Magnificent. To create a winning culture requires leaders in each role who commit to the greater organization and its success Mid-Atlantic Conference 20148

9 A Culture Must Evolve Integrate facts, legends, art, and heroes into the organization’s social fabric. History Win! Stories Visual Exemplars Mid-Atlantic Conference 20149

10 A Culture of Winning™ Clear Expectations Lived Attitudes Transmitted Beliefs Practiced Rituals Observed Symbols Defined Actions Available and used Tools Formal and mentoring Education Positive Reinforcements Mid-Atlantic Conference

11 The First Step: Expect to Win! Mid-Atlantic Conference

12 The First Step: Expect to Win! Set win rate and capture ratios reasonably high but not impossible Expect everybody to contribute to winning new business in well-defined roles Have a “no excuses for losing” mindset (we blew it!) Have leaders set the tone Publish metrics and results frequently Mid-Atlantic Conference

13 Concepts and Lessons Mid-Atlantic Conference

14 The Second Step: Align Values with Winning Mid-Atlantic Conference

15 The Second Step: Align Values Establish the Values of a Culture of Winning™ Teamwork Discipline Excellence Accountability Communication Commitment Innovation Perseverance Mid-Atlantic Conference

16 Concepts and Lessons Mid-Atlantic Conference

17 The Third Step: Reinforce a Winning Attitude Mid-Atlantic Conference

18 The Third Step: Attitude of Winning Attitudes often determine outcomes Never accept a losing or neutral attitude from an individual or the team Generate enthusiasm, create confidence, engender competitiveness, demand urgency Choose attitude over skill in all cases—skills can be improved. Attitude is fixed Mid-Atlantic Conference

19 Concepts and Lessons Mid-Atlantic Conference

20 The Fourth Step: Establish Beliefs Mid-Atlantic Conference

21 The Fourth Step: Beliefs Bid less, win more! Win early. Bid to win, not to bid Customer knowledge trumps solution every time The competition is always ahead until you win. Enemy gets a vote Strategy revolves around action You can win in the capture and lose in the proposal Mid-Atlantic Conference

22 Concepts and Lessons Mid-Atlantic Conference

23 The Fifth Step: Recognize Rituals Mid-Atlantic Conference

24 The Fifth Step: Rituals Gate reviews are rituals that cement the belief structure Color team reviews are rite of passage rituals for capture teams demonstrating maturity and competitiveness Kickoffs are rituals in preparation for tribal warfare Win parties are rituals celebrating and acknowledging victory Mid-Atlantic Conference

25 Concepts and Lessons Mid-Atlantic Conference

26 The Sixth Step: Create Symbols of Success Mid-Atlantic Conference

27 The Sixth Step: Symbols Capture and Proposal logos could be powerful symbols for power and effect Winning covers become symbols for capture and proposal aspirants Numbers become powerful and inspiring symbols. 60% Capture Ratio Colors become powerful symbols of the pursuit of excellence. BLUE Mid-Atlantic Conference

28 Concepts and Lessons Mid-Atlantic Conference

29 The Seventh Step: Assign Action Tasks Mid-Atlantic Conference

30 The Seventh Step: Actions Define the 10 actions that must be accomplished on every capture effort to increase Pwin Score actions at every gate review and capture meeting Ensure each action has an accountable leader Review each action separately with the leader once a week Mid-Atlantic Conference

31 Concepts and Lessons Mid-Atlantic Conference

32 The Eighth Step: Provide Tools Mid-Atlantic Conference

33 The Eighth Step: Tools Make tools and tool experts readily available Define and perfect your tools Make tool use mandatory, not optional Adapt tools, as required, to make them better Mid-Atlantic Conference

34 Concepts and Lessons Mid-Atlantic Conference

35 The Ninth Step: Educate and Train Mid-Atlantic Conference

36 The Ninth Step: Education and Training Education must become win culture immersion Must have formal and informal education Successful capture mentor invaluable Keepers of the flame must educate the next generation Practical application of skill supervised by the experienced-the only way to achieve excellence Mid-Atlantic Conference

37 Concepts and Lessons Mid-Atlantic Conference

38 The Last Step: Reinforcements Mid-Atlantic Conference

39 The Last Step: Reinforce and Recognize Reinforcements should accentuate the positive and success and help eliminate the negative and failure Recognition should be rewards, not punishments Reinforce with praise, tangible gifts, and setting of examples Recognition from known “heroes” may be the greatest reinforcement available Mid-Atlantic Conference

40 Concepts and Lessons Mid-Atlantic Conference

41 Summary: Creating a Culture of Winning™ Not optional in today’s competitive market Knowing who you are and how you will succeed as an entity binds people (culture) A culture of winning has a clear advantage over a neutral culture Vision, energy, innovation, competitiveness, are cultural attributes Mid-Atlantic Conference

42 Summary: Creating a Culture of Winning™ Must be a clear objective of the organization Can be planned, developed, and sustained Identify your creators, teachers, and sustainers Live your culture through every competition When people lose their culture, they die Mid-Atlantic Conference

43 Creating a Culture of Winning™ “A vibrant culture provides a cooperative and collaborative environment for a brand to thrive in. Your brand is the single most important asset to differentiate you consistently over time, and it needs to be nurtured, evolved, and invigorated by the people entrusted to keep it true and alive.” -Shawn Parr

44 Questions and Discussion Mid-Atlantic Conference

45 Contact Information Eric Gregory ww.shipleywins.com Mid-Atlantic Conference


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