11.21.14 Creating a Culture of Winning 2014 Mid-Atlantic
Conference & Expo Sheraton Premiere Tysons Corner Eric Gregory
SVP, Shipley Associates Slide 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 11.21.14Mid-Atlantic Conference 20142
Slide 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. 1 2 3 11.21.14Mid-Atlantic Conference 20143 Slide 4
Culture: Thrive (Win) or Die Shawn Parr, Fast Company, Culture Eats
Strategy For Lunch, Jan 2012 11.21.14Mid-Atlantic Conference 20144
Slide 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 companys 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 2012 11.21.14Mid-Atlantic Conference 20145
Slide 6 Synthesis Critical to a Culture of Winning Equip Train
Operate 11.21.14Mid-Atlantic Conference 20146 Emotion Win!
Leadership Capability Vision Slide 7 Roles Must Be Defined in a
Culture of Winning Culture requires specific talents for success.
Win! Creators Teachers Sustainers 11.21.14Mid-Atlantic Conference
20147 Slide 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. 11.21.14Mid-Atlantic
Conference 20148 Slide 9 A Culture Must Evolve Integrate facts,
legends, art, and heroes into the organizations social fabric.
History Win! Stories Visual Exemplars 11.21.14Mid-Atlantic
Conference 20149 Slide 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 11.21.14Mid-Atlantic
Conference 201410 Slide 11 The First Step: Expect to Win!
11.21.14Mid-Atlantic Conference 201411 Slide 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 11.21.14Mid-Atlantic Conference 201412 Slide 13 Concepts
and Lessons 11.21.14Mid-Atlantic Conference 201413 Slide 14 The
Second Step: Align Values with Winning 11.21.14Mid-Atlantic
Conference 201414 Slide 15 The Second Step: Align Values Establish
the Values of a Culture of Winning Teamwork Discipline Excellence
Accountability Communication Commitment Innovation Perseverance
11.21.14Mid-Atlantic Conference 201415 Slide 16 Concepts and
Lessons 11.21.14Mid-Atlantic Conference 201416 Slide 17 The Third
Step: Reinforce a Winning Attitude 11.21.14Mid-Atlantic Conference
201417 Slide 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 casesskills can be improved. Attitude is fixed
11.21.14Mid-Atlantic Conference 201418 Slide 19 Concepts and
Lessons 11.21.14Mid-Atlantic Conference 201419 Slide 20 The Fourth
Step: Establish Beliefs 11.21.14Mid-Atlantic Conference 201420
Slide 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 11.21.14Mid-Atlantic Conference 201421 Slide
22 Concepts and Lessons 11.21.14Mid-Atlantic Conference 201422
Slide 23 The Fifth Step: Recognize Rituals 11.21.14Mid-Atlantic
Conference 201423 Slide 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 11.21.14Mid-Atlantic Conference 201424 Slide 25 Concepts
and Lessons 11.21.14Mid-Atlantic Conference 201425 Slide 26 The
Sixth Step: Create Symbols of Success 11.21.14Mid-Atlantic
Conference 201426 Slide 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
11.21.14Mid-Atlantic Conference 201427 Slide 28 Concepts and
Lessons 11.21.14Mid-Atlantic Conference 201428 Slide 29 The Seventh
Step: Assign Action Tasks 11.21.14Mid-Atlantic Conference 201429
Slide 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 11.21.14Mid-Atlantic Conference 201430 Slide 31
Concepts and Lessons 11.21.14Mid-Atlantic Conference 201431 Slide
32 The Eighth Step: Provide Tools 11.21.14Mid-Atlantic Conference
201432 Slide 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 11.21.14Mid-Atlantic Conference 201433 Slide 34 Concepts and
Lessons 11.21.14Mid-Atlantic Conference 201434 Slide 35 The Ninth
Step: Educate and Train 11.21.14Mid-Atlantic Conference 201435
Slide 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
11.21.14Mid-Atlantic Conference 201436 Slide 37 Concepts and
Lessons 11.21.14Mid-Atlantic Conference 201437 Slide 38 The Last
Step: Reinforcements 11.21.14Mid-Atlantic Conference 201438 Slide
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 11.21.14Mid-Atlantic Conference 201439 Slide 40 Concepts
and Lessons 11.21.14Mid-Atlantic Conference 201440 Slide 41
Summary: Creating a Culture of Winning Not optional in todays
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 11.21.14Mid-Atlantic
Conference 201441 Slide 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 11.21.14Mid-Atlantic Conference 201442
Slide 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 Slide 44 Questions and Discussion 11.21.14Mid-Atlantic
Conference 201444 Slide 45 Contact Information Eric Gregory
[email protected] [email protected]
ww.shipleywins.com 11.21.14Mid-Atlantic Conference 201445
