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

1. Culture Design
@ D A V I D L E C O U R S F O R S M P S - P R C T H E W A V E | 0 2 . 0 1 . 2 3
How to attract clients & talent.

2. Your firm has a culture.
2

3. T O D A Y
3
How to design a
magnetic culture
to attract clients
and talent.
02
Culture
What is it?
Why does it matter?
Who owns it?
01

4. W H AT I S I T ?
Culture
01

5. In Latin, Cultus meaning:
To cultivate, or take care of.
C U L T U R E : D E F I N I T I O N S
5

6. A set of living relationships
working towards a shared goal.
6
C U L T U R E : D E F I N I T I O N S

7. What people do when
their boss isn’t watching.
7
C U L T U R E : D E F I N I T I O N S

8. I S N OT …
Culture
01

9. 9

10. 10

11. 11

12. W H Y D O E S I T M AT T E R ?
Culture
01

13. Why now?
✴ Hybrid Work
✴ Great Resignation
✴ War for Talent
✴ Di
ff
erentiation

14. Magnetic culture
attracts great
clients and talent.
14

15. – P E T E R D R U C K E R
“Culture eats strategy for breakfast.”
15

16. Why me?
✴ Cultural Anthropology
✴ Brand Foundation: Values
✴ Clients need help attracting &
retaining talent
✴ Designing brand & websites
is not enough

17. Infinite loop of brand
& culture where every
time around loop brand
and culture get stronger.
17

18. W H O O W N S I T ?
Culture
01

19. Business transformed
by marketing leadership.
19
C U L T U R E

20. – ED CATMULL
“You don’t have to ask permission
to take responsibility.”
20
C U L T U R E

21. Emotional Intelligence
21

22. Finger on the pulse
22

23. HR 23
C U L T U R E

24. Culture
What is it?
Why does it matter?
Who owns it?
01
T O D A Y
24
How to design a
magnetic culture
to attract clients
and talent.
02

25. ✴ 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

26. H O W T O D E S I G N A M A G N E T I C C U LT U R E T O AT T R A C T C L I E N T S & TA L E N T
02
Culture Design

27. Culture isn’t something you have,
it’s something you do.
27
C U L T U R E D E S I G N

28. Culture isn’t something you have,
it’s something you do consistently.
28
C U L T U R E D E S I G N

29. Culture Design
i. Values
ii. Systems
iii. Language
iv. Stories
v. Rituals
vi. Artifacts

30. Values
i
B E L I E F S T H AT I N S P I R E A C T I O N

31. Promoting them
02
Writing them
01
C O R E V A L U E S
31

32. Values Crisis
32

33. Half
of employees know
what the
fi
rm
stands for
02
27%
strongly believe in
their organization’s
values.
01
G A L L U P P O L L
33

34. Writing them
01
C O R E V A L U E S
34

35. Values are the foundation
for your firm’s culture.
V A L U E S / W R I T I N G T H E M
35

36. Most core values are
terribly written or generic.
V A L U E S / W R I T I N G T H E M
36

37. 37
✴ Service
✴ Integrity
✴ Teamwork
✴ Quality
✴ Communication
Cliche Core Values
V A L U E S / W R I T I N G T H E M

38. 38
Values must be written for
speci
fi
c, actionable behaviors.
Start with verbs.
V A L U E S / W R I T I N G T H E M

39. 39

40. 40

41. 41

42. Include we, us, our…
V A L U E S / W R I T I N G T H E M
42

43. 43

44. 5 is plenty.
V A L U E S / W R I T I N G T H E M
44

45. Promoting them
02
C O R E V A L U E S
45

46. Review them regularly,
in context.
V A L U E S / P R O M O T I N G T H E M
46

47. Communicate with
clarity & courage.
V A L U E S / P R O M O T I N G T H E M
47

48. Catch people in the act.
V A L U E S / P R O M O T I N G T H E M
48

49. Publicly recognize people
for living a value.
V A L U E S / P R O M O T I N G T H E M
49

50. V A L U E S / P R O M O T I N G T H E M
50

51. 51

52. Reward what you want
to be repeated.
V A L U E S / P R O M O T I N G T H E M
52

53. Include values in
Performance reviews.
V A L U E S / P R O M O T I N G T H E M
53

54. Promote value externally.
V A L U E S / P R O M O T I N G T H E M
54

55. 55
V A L U E S / P R O M O T I N G T H E M
We are future-focused and challenge the status quo.

56. 56

57. Culture Design
i. Values

58. T O C R E AT E M O M E N T S T H AT S U P P O R T Y O U R T E A M
Systems
ii

59. Employee Manual Policies & Procedures
Not written by lawyers.
Reinforce values.
Epic moments.

60. 60
✴ Elevation
✴ Pride
✴ Insight
✴ Connection
Systems for creating
Epic Moments:

61. 61

62. ✴ Elevation
SYSTEMS TO CREATE MOMENTS THAT RISE ABOVE THE EVERYDAY
62

63. 63
✴ Boost senses
✴ Break the script
✴ Wear di
ff
erent clothes
✴ Eat di
ff
erent food
✴ New location
Elevation:

64. Elevate regarding utilization rates.
64

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

66. Elevate around benefits.
S Y S T E M S / E L E V A T I O N
66

67. 67

68. 68

69. ✴ Pride
SYSTEMS TO CREATE MOMENTS OF ACHIEVEMENT OR COURAGE
69

70. 7 1
70
S Y S T E M S / P R I D E > B E N E F I T S & A P P R E C I A T I O N

71. “Early on, all of our movies suck…our job is to
make them go from suck, to not-suck.
– ED CATMULL
S Y S T E M S / P R I D E
71

72. 7 1
72

73. 7 1
73
S Y S T E M S / P R I D E

74. ✴ Insights
SYSTEMS FOR BOOSTING OUR UNDERSTANDING OF OURSELVES OR OUR WORK
74

75. Hiring for cultural add, not fit.
S Y S T E M S / I N S I G H T
75

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

79. ✴ Connection
SYSTEMS FOR SHARED MOMENTS STRENGTHENED FROM A COMMON PURPOSE
79

80. 80
S Y S T E M S / C O N N E C T I O N
How you treat each other is
how you will treat clients.

81. 81
S Y S T E M S / C O N N E C T I O N
Deliver difficult news face-to-face.

82. 82
S Y S T E M S / C O N N E C T I O N
Laughter & Fun

84. Smile,
You’re on camera.
84
S Y S T E M S / C O N N E C T I O N : R E M O T E W O R K I N G

85. Culture Design
i. Values
ii. Systems
85

86. W H AT O N LY Y O U S AY
Language
iii

87. 87
L A N G U A G E
A curated list of unique words,
acronyms, abbreviations, phrases,
and their meanings.

88. Words create worlds.
88
L A N G U A G E
Words and phrases that shape culture and remind
people what’s most important about your brand.

89. Beyond industry jargon.
89
L A N G U A G E

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

93. 93
Include brand names & messaging.
L A N G U A G E / H O W T O B E U N I Q U E

94. 94

95. 95
L A N G U A G E / E M P L O Y E E S
Pixarians
Googlers
Ascentians
Pixar
Google
Ascent

96. 96
L A N G U A G E / E M P L O Y E E S
Cast Members
Partners
Champions
Disney
Starbucks
Taco Bell

97. 97
L A N G U A G E / E X A M P L E
Hustle

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

99. 99
Culture Design
i. Values
ii. Systems
iii. Language

100. H O W Y O U C A P T I V AT E Y O U R S E L V E S & OT H E R S
Stories
iv

101. 101
Seven sticky stories that
shape firm culture.
S T O R I E S

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

103. 103

104. 104
S T O R I E S / P U R P O S E

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

106. 106
Origin
How you were born.

107. 107
Values
What you believe in.

108. 108
Vision
Where you are headed.

109. 109
3 success stories of
whom you’ve helped.
S T O R I E S / C A S E

110. 110
Your client must be
the protagonist.
S T O R I E S / C A 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

119. Culture Design
i. Values
ii. Systems
iii. Language
iv. Stories

120. W H AT Y O U C E L E B R AT E
Rituals
v

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.

123. 123
Care and be kind.

124. 124
We foster collaboration in everything we do.

125. 125

126. 126

127. 127
R I T U A L S

128. 128

129. 129
We have an empowering culture and we hold ourselves accountable.

130. 130
Repeated experiences that
energize your people &
reinforce your values.
R I T U A L S

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

132. 132
R I T U A L S

133. 133
Ringing the bell for project wins.

134. 134
R I T U A L S
Feed Yourself Well

135. 135

136. 136

137. 137
Model DEI Behaviors

138. 138

139. 139
R I T U A L S
Not work routines.

140. 140

141. 141

142. 142

143. 143

144. 144
R I T U A L S
Allow employees to opt-in.

145. 145
R I T U A L S
Don’t need to last forever.

146. 146
✴ Elevation
✴ Pride
✴ Insight
✴ Connection
Creating Rituals:
S T O R I E S

147. 147
✴ Top-down
✴ Bottom-up
Creating Rituals:
S T O R I E S

148. 148

149. Culture Design
i. Values
ii. Systems
iii. Language
iv. Stories
v. Rituals

150. W H AT Y O U S E E A N D T O U C H
Artifacts
vi

151. 151
– ILS E CRAWFORD
“Design makes culture visible.”
A R T I F A C T S

152. 152
The outer, most visible layer
of your culture.
A R T I F A C T S

153. 153
A R T I F A C T S

154. 154
✴ Spatial
✴ Operational
✴ Inclusive
✴ Engaging
Artifacts:
A R T I F A C T S

155. 155
✴ Architecture
✴ Landscape
✴ Interiors
✴ Environmental Graphics
Spatial Artifacts:
A R T I F A C T S / S P A T I A L

156. 156

157. 157

158. 158

159. 159

160. 160

161. 161

162. 162

163. 163

164. 164

165. 165
A R T I F A C T S / O P E R A T I O N A L
Tools to help staff solve problems,
innovate, and work smartly.

166. 166

167. 167

168. 168

169. 169

170. 170

171. 171
A R T I F A C T S / I N C L U S I V E
Items to foster a sense
of belonging.

172. 172
A R T I F A C T S / I N C L U S I V E
Welcome Kits

173. 173
A R T I F A C T S / I N C L U S I V E

174. 174
A R T I F A C T S / I N C L U S I V E

175. 175
A R T I F A C T S / I N C L U S I V E

176. 176

177. 177
A R T I F A C T S / I N C L U S I V E

178. 178
A R T I F A C T S / I N C L U S I V E

179. 179
✴ Employee Milestones
✴ Birthdays
✴ Anniversaries
How to be inclusive:
A R T I F A C T S / I N C L U S I V E

180. 180
A R T I F A C T S / I N C L U S I V E

181. 181
A R T I F A C T S / H I G H E N G A G E M E N T
Engage with the brand
in a tangible way.

182. 182
A R T I F A C T S / H I G H E N G A G E M E N T

183. 183
A R T I F A C T S / H I G H E N G A G E M E N T

184. 184
A R T I F A C T S / H I G H E N G A G E M E N T

189. Culture Design
i. Values
ii. Systems
iii. Language
iv. Stories
v. Rituals
vi. Artifacts

190. HURRY UP, I’M HU NGRY
Conclusion

191. Culture isn’t set it and forget it.
Be proactive, reinforce it daily.
191

192. 192

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

197. Thank you.