Building Your Brand Through Team Culture

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1 Building Your Brand Through Team Culture IDEAS Joe Cirulli President/CEO

2 What is a Brand? A brand is not just a logo, an advertising slogan, a product, a service, a building, great leadership, or profitability. A brand is all of these. It is the fabric of the organization woven together purposefully over a period of time.

3 "Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful."

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5 Secrets of the World s Best Companies What really works! Harvard Review

6 18 Elements of Strategic Success 1. Being one of the largest enterprises 2. Well-defined, clearly communicated strategy 3. Being one of the lowest cost enterprises 4. Embracing and implementing new technologies 5. Superior operational execution 6. Achieving financial expertise 7. Achieving the most stringent quality levels 8.Quality balance sheet 9.Adopting a balanced scorecard

7 18 Elements of Strategic Success 10. Delighting customer 11. Superior talent at all levels 12. Simplified structure working in & with the organization 13. Having competent leaders 14. Innovation 15. Own a great brand 16. Strong mergers & partnerships capability 17. Being a truly global enterprise 18. High-performance, high-values culture

8 18 Elements of Strategic Success 1. Being one of the largest enterprises 2. Well-defined, clearly communicated strategy 3. Being one of the lowest cost enterprises 4. Embracing and implementing new technologies 5. Superior operational execution 6. Achieving financial expertise 7. Achieving the most stringent quality levels 8. Quality balance sheet 9. Adopting a balanced scorecard

9 10. Delighting customer 11. Superior talent at all levels 12. Simplified structure working in and with the organization 13. Having competent leaders 14. Innovation 18 Elements of Strategic Success 15. Own a great brand 16. Strong mergers & partnerships capability 17. Being a truly global enterprise 18. High-performance, high-values culture

10 The 4 plus 2 formula for Sustained Business Success

11 The Four Primary Management Practices 1. Strategy 2. Structure 3. Execution 4. Culture

12 Clearly Stated, Focused Strategy WHAT MAKES YOU DIFFERENT? Understood by all employees Clear to customers Clear to marketplace Frequent customer input Growth is focused on the core business

13 Fast, Flexible, &Flat Organizational Structure Do You Keep it Simple? Minimal systems and procedures No redundant layers Fast decision making No silos Best people are closest to the action

14 Flawless Operational Execution Are all Employees Engaged? Front line trained and empowered Constant striving to improve Consistently meet customer expectations Aggressive elimination of all excess

15 Performance Oriented Culture Is The Staff Inspired To Do Their Best Individually and in Teams? Everyone takes responsibility for the company s success Achievement produces meaningful praise and rewards Work is challenging and satisfying to all Integrity and honesty permeate our behavior People trust the leaders

16 The Four Secondary Management Practices Talent Leadership Innovation Mergers and Partnerships

17 How Do We Do It Strategy Execution Culture Structure Talent Leadership Innovation Mergers

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19 ALWAYS A CHALLENGE Staff Facility Financial Government New Competition Demanding Customers

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24 What Shapes Our ATTITUDE? ADVERSITY HOPE

25 The Adversity Quotient Climbers Campers Quitters

26 The Adversity Quotient H op e Quitters Adversity

27 Adversity The Adversity Quotient H op e Campers

28 Adversity H op The Adversity Quotient e Climbers

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30 Circumstance doesn t make the man, it reveals him to himself Earl Nightengale

31 The Focus Has To Be On The Solution: Moving toward what we want to accomplish... Not away from what we don t want to happen

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35 If you help enough people get what they want out of life, you ll get everything you want out of life. -Laws of Success, Napoleon Hill

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37 Building Your Company s Vision Jim Collins

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39 Vision

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43 Core Values

44 Our Envisioned Future

45 Strategy

46 Tactics

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49 TEAM EFFORT

50 Visionary Questions What is the highest level performance we can imagine attaining? What is the value of our work to our community? How hard will it be to accomplish the vision? Filling the Gap

51 To Be Visionary DREAM CONFIDENCE CONSISTENT PERSISTENT FOCUS

52 EMOTIONAL COMMITMENT TO WHY

53 Mission What do we need to do to get there

54 Culture Uncover it

55 Uncover Your Culture Key Group Describe it Capture Ideas Make list Discuss 54

56 CULTURE VS CORE VALUES

57 Core Values 22

58 What if we ceased to exist?

59 Why do we exist? Purpose x 5 = Core

60 What s Your Story

61 Our Commitment To the World To our Community To our Members To our Staff

62 GHF Vision To become known as one of the best companies for the world!

63 GHF Mission To make Gainesville the healthiest community in America.

64 GHF Mission To keep Gainesville the healthiest community in America, one person, one business at a time

65 GHF Mission To keep Gainesville the healthiest community in America.

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68 CONVERSATIONS ABOUT WHY

69 1984 I want to put a ding in the Universe - Steve Jobs

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71 inspired A LOOK INTO THE VISION BEHIND GAINESVILLE HEALTH & FITNESS The Gainesville Health & Fitness Journey! Turning a dream into a reality, on a wing and a prayer JOE CIRULLI THINK RICH AND NEVER GIVE UP Believing we can make a difference! pg. 14 GHFC.COM/ inspired

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73 GHF Mission To inspire an entire community

74 What is the True Value of a Vision and Mission Statement? It Becomes a Way of Behaving

75 CULTURE A Learning and Challenging Environment that Develops Leaders Teamwork Appreciation and Reward Continuous Improvement Sharing Knowledge Uncommon Level of Commitment to our Physical Environment Creativity and Innovation

76 A Learning and Challenging Environment that Develops Leaders Responsible Professional Dedicated Energetic Passionate Fearless Knowledgeable

77 A Learning and Challenging Environment that Develops Leaders 1. Responsible: Always accepting responsibility for your behavior, taking ownership of problems (to solve them), and following through with all tasks. 2. Professional: Appropriate communication, manners, physical appearance/attire. 3. Dedicated: Always going the extra mile. 4. Energetic: Boundless energy, full of life, enthusiastic; positive attitude; always demonstrating these characteristics, even when you are having a bad day. 5. Passionate: Strong, unwavering belief in our cause. 6. Fearless: Willing to try something new; making aggressive mistakes taking risks through well planned and executed decisions

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79 REWARD EXCEPTIONAL PERFORMANCE

80 CONTINUOUS IMPROVEMENT

81 Sharing Knowledge

82 Uncommon Commitment to our Physical Environment

83 Core Values Integrity Hard working Creators our own future Extraordinary commitment to helping people

84 Integrity Do the right thing even when no one is looking. When in doubt, tell the truth -Mark Twain

85 Hardworking

86 EXTRAORDINARY COMMITMENT to Helping Others

87 Creators of Our Own Future History will be kind for I intend to write it. Winston Churchill

88 GHF Core Purpose To create an experience that helps people get the most out of life, and inspires them to become their best.

89 Does any of this really matter? or Is it just words? YES

90 We have a core purpose I feel like I m actually making a difference We actually care about the well-being of our members and emotionally invest in their lives We re not a fitness center serving people, we re a people center serving fitness -Front line staff

91 Our Envisioned Future 10 years out

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93 Our Envisioned Future We will be recognized worldwide as a model company for improving the health of an entire community by making Gainesville the healthiest city in America We will be recognized as the industry leader in customer service. We will gain a reputation for developing leaders. People from all over the world will visit us to learn about best practices. We will also be featured on FOX News, CNN, syndicated shows, and many other national media outlets for our health and business expertise. We will be on the cover of a leading business magazine as one of the best companies in the world and will be featured in USA Today, Wall Street Journal, Medicine and Science in Sports and Exercise, Physician and Sports Medicine, Forbes, Fortune, Inc. and Entrepreneur magazines. We will develop a center for professional management training where businesses and universities from all over the world send their staff to learn about our systems. We will form strategic alliances with local and national organizations. A best selling book will be written about our business. We will win local and national business awards.

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95 Create a Document that tells your entire story Our Constitution

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101 14 Books

102 Strategy- know who you are and what separates you from the competition. Make sure everyone knows. Execution- once you know your plan, systems have to be put in place to give your current and future customers what they expect. Culture-create a culture that inspires people, and makes them want to achieve. Structure- get rid of all silos and put everyone on the same team.

103 The Four Primary Management Practices Strategy Execution Culture Structure

104 The Foundation for Great Customer Service

105 Sydney&Shackleton

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107 Notice: Men Wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger. Safe return doubtful. Honor and recognition in case of success.

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109 HIRING TEAM

110 RECRUITING Friends of Superstar Staff University Relationships Internships Job Fairs Promote from within

111 5 Step Interview Based on Core Values Application- Core Values Group Interview One on One interview Workout Interview Selection

112 Application

113 Evaluating First Impressions Train Your Front Desk Staff to Evaluate First Impressions Create a list of items you want your receptionists to evaluate when someone is turning in an application.

114 Group Interview

115 Group Interview

116 Moments of Truth

117 Tell us about Yourself

118 CORE VALUE TEST The Chair Integrity/Helping others/hard work The Introduction Helping others The Shadow Creating your own Future Paper on the Floor Integrity Falling door sign Integrity/Helping others Come up with your own

119 Core Values Creating Your Own Future What have you changed about yourself as a result of criticism? What have you been criticized for that you have heard from more than one source? What have you done to improve that area? How will this job help you to reach your longterm goals?

120 Core Values Creating Your Own Future How do you plan a typical day? Week? When was the last time you had to rearrange your schedule for something unexpected? Explain a recent challenge or obstacle that you faced and how did you deal with it? Have you ever worked toward a goal and not achieved it? How did this affect you?