Intentional Culture by Design; next best action?

David Friedman, VISTAGE best practice speaker on the topic of Intentional Culture recently visited with our CEO peer groups in North Carolina. David, a former CEO, recently published Culture by Design.


Intentional culture by design

Culture by Design (cover)


This may be one of the best business books I’ve ever read. A guide to the tactics for building a highly successful culture. It is fast paced, clear persuasive and credible. (Bellamino)

In David’s foreward, he asks: “What is the implication of this recognition of the influence that culture has on performance as it relates to leadership? Well, as a leader, think of the enormous impact you could have if you had some way that you could mre purposely or more intentionally create the kind of culture that would help your team to perform at their highest level.”

In Friedman’s presentation , he reinforced that your culture can be a competitive differentiator. Friedman outlined an 8-step framework (see below) for designing the culture that you want.

Intentional culture: the 8-steps are:

  1. Define
  2. Ritualize
  3. Select
  4. Integrate
  5. Communicate
  6. Coach
  7. Lead
  8. Drive

As your next best action, please consider defining or re-defining your desired behaviors (culture). Consider ritualizing the behaviors with your employees or associates in a daily or weekly huddle. With repeated impressions, behavioral rituals will begin to permeate the organization.

Similarly, some leaders embraced Friedman’s HPCWayFinal and called it their own. Others set out on a journey to (re) define their unique behaviors & culture.

For illustration, let me give you an example.

Intentional culture desired behavior: Go above and beyond.

Supporting behavior narrative: “Be willing to do whatever it takes to accomplish the job…plus a little bit more. Take the next step to solve the problem. Even if it takes doing something that’s not in your job description, it’s the extra mile that separates the average person from the superstar. Be a superstar.

In conclusion, if you had a simple and effective way to disrupt and transform your intentional culture that not only engages employees and gets results, why wouldn’t you?