Delivered first at SMPS Pacific Regional Conference
Culture isn't something you have, it's something you do. Join David Lecours, brand and culture expert, to learn why Marketing needs to design your firm's culture. Hint: attracting great clients and talent is just the beginning. Then, David will share how to proactively design a flourishing culture. This will include best practices of A/E/C firms using culture as a compelling differentiator. As Peter Drucker said, “culture eats strategy for breakfast.” YUM!
Learning Outcomes:
- You will learn how to design a magnetic culture to attract clients and talent
- Expect to connect the infinite loop of brand and culture
- You will become empowered to take the lead role in your firm's culture
65. – 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
65
76. S Y S T E M S / I N S I G H T : H I R I N G B I A S
76
77. 77
S Y S T E M S / I N S I G H T
Understand how the business works.
78. 78
“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
90. 90
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
91. 91
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
92. 92
L A N G U A G E / H O W T O B E U N I Q U E
98. 98
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
102. 102
✴ 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
105. – ED CATMULL
“We are born creative, then stuff gets
in our way, clogs our creative arteries
with the plaque of conformity.”
105
S T O R I E S / P U R P O S E
111. 111
S T O R I E S / S T R U C T U R E
Story Structure
112. 112
S T O R I E S / S T R U C T U R E
1
Setup
WHO
WHERE
WHEN
Story Structure
113. 113
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
114. 114
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
115. 115
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
116. 116
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
117. 117
✴ Internally
✴ Website (About, People, Careers)
✴ Social Media & Networking
✴ Presentation & Speaking gigs
✴ Proposals
Where:
S T O R I E S
121. 121
✴ 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
122. 122
R I T U A L S
Traditions that create
a sense of belonging.
131. 131
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
193. ✴ 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
194. 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
195. 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
196. Culture isn’t set it and forget it.
Be proactive, reinforce it daily.
196