Team Purpose & Culture Definition

When to use Team Purpose & Culture Definition

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.

What it solves

Lack of shared understanding of team goals, conflicting values, unclear expectations for behavior.

How to run Team Purpose & Culture Definition, step by 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. 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. 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. 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. 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. 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. 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. 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.

Materials needed

• Sticky notes
• Markers
• Timer
• Whiteboard or large paper
• Examples of purpose statements and culture decks

Facilitator tips

• 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.

Common pitfalls

• Teams may struggle to converge on a single purpose statement or prioritize cultural elements.
• Ensure sufficient time for discussion and be prepared to facilitate difficult conversations.
• The defined purpose and culture may not be genuinely embraced by all team members.
• Encourage active participation and address any concerns or reservations.

Variations

• 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.

Running it online or hybrid

Use online whiteboards like Miro or Mural to create a shared canvas for brainstorming and clustering. Leverage breakout rooms for smaller group discussions.

What it produces

A visual representation of the team's purpose statement and a list of defined cultural norms with behavioral examples.

Origin

Adapted from Hyper Island — source

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