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Culture Design
UX WEEK 2017
Alla Zollers
weheartwork.com @azollers
People on Spot
A STORY
People on Spot
I believe that loving our work is
a human right, not a privilege
for the lucky few.
What is culture?
Culture Design
4
“Culture eats strategy for
breakfast” - Peter Drucker
Maybe it is breakfast?
What is culture?
Culture Design
5
Culture is a set of shared beliefs
that form a collective identity.
Dave Gray calls this a “shared
map” of reality.*
A collective identity speaks to
who we are being together. It
answers the question: 

Who are we?
*Liminal Thinking by Dave Gray
What is a belief?
Culture Design
6
A belief is a habit of thought.
It is a story we have thought
over and over again until it
becomes the lens through which
we see the world.
How do we form beliefs?
Culture Design
7
We have an experience in our life.
We make up (or accept) a story in
order to understand the experience.
The story becomes our belief.
People on Spot
“We often philosophize about the great,
unanswered questions in life. It’s time we looked
instead at the unquestioned answers …” 



Lynne Twist
Just Like UX . . .
Culture Design
9
Culture can be designed
Culture Design
10
Uber: Culture By Default Netflix: Culture By Design
Why does culture matter?
Culture Design
11
CURRENT
RESULTS
DESIRED

RESULTS
BELIEFS
BEHAVIORS
HOW DO WE GET HERE?
Why does culture matter?
Culture Design
12
CURRENT
RESULTS
DESIRED

RESULTS
BEHAVIORS
BELIEFS
Why does culture matter?
Culture Design
13
CURRENT
RESULTS
DESIRED

RESULTS
BELIEFS
BEHAVIORS Behaviors drive results
Beliefs drive behavior
Why does culture matter?
Culture Design
14
CURRENT
RESULTS
DESIRED

RESULTS
BELIEFS
BEHAVIORS
HOW DO WE GET HERE?
By first attending to
the underlying beliefs
that inform and drive
what we do.
How is culture formed?
Culture Design
15
We construct our culture - our
shared maps of beliefs - layer by
layer.
Business Management Beliefs
Past Leadership Beliefs
Current Leadership Beliefs
Co-Worker Beliefs
Team Beliefs
Your Beliefs
Family Beliefs
Community Beliefs
Culture is layered
Culture Design
16
Maximize Profit
Continued growth leads to profit
Mechanization enables growthIndustrial Belief
Capitalist Belief
Culture is layered
Culture Design
17
Our company is a machine
People are objects
Other people don’t matter like I matterCore Belief
People on Spot
Other People
Don’t Matter Like I Matter
People on Spot
Developers
Don’t Matter Like I Matter
People on Spot
Women
Don’t Matter Like I Matter
People on Spot
People of Color
Don’t Matter Like I Matter
People on Spot
Old People
Don’t Matter Like I Matter
People on Spot
Poor People
Don’t Matter Like I Matter
People on Spot
Uneducated People
Don’t Matter Like I Matter
When I believe that other people don’t matter like I matter …
Culture Design
25
I feel better than I feel less than
Righteous
Superior
Important
Entitled
Unappreciated
Deficient
Powerless
Victim
Unsafe
Judged
When I believe that other people don’t matter like I matter …
Culture Design
26
I act better than I act less than
Withhold information
Not listening
Make rash decisions
Aggressive
Withhold information
Not speaking up
Procrastinating
Passive aggressive
Belief change
Culture Design
27
Bob Chapman, chairman of CEO of Barry-Wehmiller
TEDx Talk: https://www.youtube.com/watch?v=njn-lIEv1LU
People on Spot
“Our responsibility is to create an environment
where people can discover their gifts, develop
their gifts, share their gifts, and be recognized
and appreciated for doing so.” 



Bob Chapman
Start closer in
Culture Design
29
Your Company03
Your Team 02
Your Industry04You 01
How do we design a culture?
Culture Design
30
Culture
experience
map
Current state culture map
Culture Design
31
What is my team experiencing right now
that we want to be different?
What might we believe in order to have
this experience?
How do we behave when we have this
belief?
What is our impact when we behave
this way?
Experience
Beliefs
Behavior
Results
Future state culture map
Culture Design
32
What does my team want to
experience?
What might we have to believe in order
to have that experience?
How would we behave if we believed
this?
What is our potential impact if we
behave this way?
Experience
Beliefs
Behavior
Results
Take Action
Culture Design
33
02
Behavior
Ask yourself:
How would I behave if I
believed this?
01
Core Belief
Select the new core
belief your team wants to
adopt
Support
Create rituals and
processes to support the
new behavior
Practice
When a situation arises
at work, ask yourself:
What would I do if I
believed [x]? Then, do it
03 04
Pace layering
Culture Design
34
Nature
Culture
Governance
Infrastructure
Commerce
Fashion
I believe …
Loving our work is a human
right, not a privilege for the
lucky few.
What do you believe?
Join me in a
workshop this
week:


Culture Design
for Humans
Thank you!
Alla Zollers
alla@weheartwork.com
weheartwork.com
@azollers

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Alla Zollers // Culture Design // UX Week 17

  • 1. Culture Design UX WEEK 2017 Alla Zollers weheartwork.com @azollers
  • 3. People on Spot I believe that loving our work is a human right, not a privilege for the lucky few.
  • 4. What is culture? Culture Design 4 “Culture eats strategy for breakfast” - Peter Drucker Maybe it is breakfast?
  • 5. What is culture? Culture Design 5 Culture is a set of shared beliefs that form a collective identity. Dave Gray calls this a “shared map” of reality.* A collective identity speaks to who we are being together. It answers the question: 
 Who are we? *Liminal Thinking by Dave Gray
  • 6. What is a belief? Culture Design 6 A belief is a habit of thought. It is a story we have thought over and over again until it becomes the lens through which we see the world.
  • 7. How do we form beliefs? Culture Design 7 We have an experience in our life. We make up (or accept) a story in order to understand the experience. The story becomes our belief.
  • 8. People on Spot “We often philosophize about the great, unanswered questions in life. It’s time we looked instead at the unquestioned answers …” 
 
 Lynne Twist
  • 9. Just Like UX . . . Culture Design 9
  • 10. Culture can be designed Culture Design 10 Uber: Culture By Default Netflix: Culture By Design
  • 11. Why does culture matter? Culture Design 11 CURRENT RESULTS DESIRED
 RESULTS BELIEFS BEHAVIORS HOW DO WE GET HERE?
  • 12. Why does culture matter? Culture Design 12 CURRENT RESULTS DESIRED
 RESULTS BEHAVIORS BELIEFS
  • 13. Why does culture matter? Culture Design 13 CURRENT RESULTS DESIRED
 RESULTS BELIEFS BEHAVIORS Behaviors drive results Beliefs drive behavior
  • 14. Why does culture matter? Culture Design 14 CURRENT RESULTS DESIRED
 RESULTS BELIEFS BEHAVIORS HOW DO WE GET HERE? By first attending to the underlying beliefs that inform and drive what we do.
  • 15. How is culture formed? Culture Design 15 We construct our culture - our shared maps of beliefs - layer by layer. Business Management Beliefs Past Leadership Beliefs Current Leadership Beliefs Co-Worker Beliefs Team Beliefs Your Beliefs Family Beliefs Community Beliefs
  • 16. Culture is layered Culture Design 16 Maximize Profit Continued growth leads to profit Mechanization enables growthIndustrial Belief Capitalist Belief
  • 17. Culture is layered Culture Design 17 Our company is a machine People are objects Other people don’t matter like I matterCore Belief
  • 18. People on Spot Other People Don’t Matter Like I Matter
  • 19. People on Spot Developers Don’t Matter Like I Matter
  • 20. People on Spot Women Don’t Matter Like I Matter
  • 21. People on Spot People of Color Don’t Matter Like I Matter
  • 22. People on Spot Old People Don’t Matter Like I Matter
  • 23. People on Spot Poor People Don’t Matter Like I Matter
  • 24. People on Spot Uneducated People Don’t Matter Like I Matter
  • 25. When I believe that other people don’t matter like I matter … Culture Design 25 I feel better than I feel less than Righteous Superior Important Entitled Unappreciated Deficient Powerless Victim Unsafe Judged
  • 26. When I believe that other people don’t matter like I matter … Culture Design 26 I act better than I act less than Withhold information Not listening Make rash decisions Aggressive Withhold information Not speaking up Procrastinating Passive aggressive
  • 27. Belief change Culture Design 27 Bob Chapman, chairman of CEO of Barry-Wehmiller TEDx Talk: https://www.youtube.com/watch?v=njn-lIEv1LU
  • 28. People on Spot “Our responsibility is to create an environment where people can discover their gifts, develop their gifts, share their gifts, and be recognized and appreciated for doing so.” 
 
 Bob Chapman
  • 29. Start closer in Culture Design 29 Your Company03 Your Team 02 Your Industry04You 01
  • 30. How do we design a culture? Culture Design 30 Culture experience map
  • 31. Current state culture map Culture Design 31 What is my team experiencing right now that we want to be different? What might we believe in order to have this experience? How do we behave when we have this belief? What is our impact when we behave this way? Experience Beliefs Behavior Results
  • 32. Future state culture map Culture Design 32 What does my team want to experience? What might we have to believe in order to have that experience? How would we behave if we believed this? What is our potential impact if we behave this way? Experience Beliefs Behavior Results
  • 33. Take Action Culture Design 33 02 Behavior Ask yourself: How would I behave if I believed this? 01 Core Belief Select the new core belief your team wants to adopt Support Create rituals and processes to support the new behavior Practice When a situation arises at work, ask yourself: What would I do if I believed [x]? Then, do it 03 04
  • 36. Loving our work is a human right, not a privilege for the lucky few.
  • 37. What do you believe?
  • 38. Join me in a workshop this week: 
 Culture Design for Humans Thank you! Alla Zollers alla@weheartwork.com weheartwork.com @azollers