Team Purpose & Culture Definition
This method guides teams in articulating their core purpose and defining the cultural norms that will drive their collaboration. By creating a shared understanding of 'why' and 'how,' teams can foster alignment and focus.
Use this method when a team is newly formed, experiencing misalignment, or needs to refresh its understanding of its reason for being and how it operates.
Solves: Lack of shared understanding of team goals, conflicting values, unclear expectations for behavior.
- 1
Step 1: Individual Reflection (10 minutes) - Ask team members to individually reflect on questions like: 'What is our job as a team?' and 'What benefit are we bringing to the company and the world?' Have them share initial thoughts in a brief check-in.
- 2
Step 2: Purpose Brainstorming (20 minutes) - Share examples of purpose statements from other companies (e.g., Patagonia, Amazon). Then, have each person write their own version of the team's purpose.
- 3
Step 3: Purpose Convergence (20 minutes) - Using the 20x20 rule, give the team 20 minutes to collaboratively craft a single team purpose statement with no more than 20 words. Provide time warnings at 10, 5, and 2 minutes.
- 4
Step 4: Culture Brainstorming (15 minutes) - Share examples of company cultures (e.g., Netflix Culture Deck). Have each team member write down words representing the best aspects of the team's culture, one word per sticky note.
- 5
Step 5: Culture Prioritization (5 minutes) - In two rounds, have team members remove half of their sticky notes, then all but their top three most important culture elements.
- 6
Step 6: Culture Clustering (15 minutes) - Post the remaining sticky notes on a wall and, as a group, cluster words with similar meanings or feelings. Identify any missing elements.
- 7
Step 7: Behavioral Definition (20 minutes) - For each cultural element, collaboratively define what the behavior looks like when it is being met and when it is not. Assign owners to document these definitions.
- 8
Step 8: Visualization & Review (Ongoing) - Create a large, visible display of the team's purpose and culture. Revisit and revise this document regularly (e.g., monthly) to ensure it remains relevant.
- Emphasize that words matter and encourage careful word-smithing during the purpose convergence phase.
- Be prepared to guide the culture clustering discussion and help the team make decisions when they get off track.
- Create a safe space for open and honest discussion about the team's current culture and desired future state.
- Use different prioritization techniques (e.g., dot voting) for the culture elements.
- Incorporate external stakeholders' perspectives when defining the team's purpose.
- Conduct a pre-workshop survey to gather initial thoughts on purpose and culture.