Building Your Brand Through Team Culture IDEAS Joe Cirulli President/CEO jcirulli@ghfc.com
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.
"Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful."
Secrets of the World s Best Companies What really works! Harvard Review
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
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
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
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
The 4 plus 2 formula for Sustained Business Success
The Four Primary Management Practices 1. Strategy 2. Structure 3. Execution 4. Culture
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
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
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
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
The Four Secondary Management Practices Talent Leadership Innovation Mergers and Partnerships
How Do We Do It Strategy Execution Culture Structure Talent Leadership Innovation Mergers
ALWAYS A CHALLENGE Staff Facility Financial Government New Competition Demanding Customers
What Shapes Our ATTITUDE? ADVERSITY HOPE
The Adversity Quotient Climbers Campers Quitters
The Adversity Quotient H op e Quitters Adversity
Adversity The Adversity Quotient H op e Campers
Adversity H op The Adversity Quotient e Climbers
Circumstance doesn t make the man, it reveals him to himself Earl Nightengale
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
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
Building Your Company s Vision Jim Collins
Vision
Core Values
Our Envisioned Future
Strategy
Tactics
TEAM EFFORT
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
To Be Visionary DREAM CONFIDENCE CONSISTENT PERSISTENT FOCUS
EMOTIONAL COMMITMENT TO WHY
Mission What do we need to do to get there
Culture Uncover it
Uncover Your Culture Key Group Describe it Capture Ideas Make list Discuss 54
CULTURE VS CORE VALUES
Core Values 22
What if we ceased to exist?
Why do we exist? Purpose x 5 = Core
What s Your Story
Our Commitment To the World To our Community To our Members To our Staff
GHF Vision To become known as one of the best companies for the world!
GHF Mission To make Gainesville the healthiest community in America.
GHF Mission To keep Gainesville the healthiest community in America, one person, one business at a time
GHF Mission To keep Gainesville the healthiest community in America.
CONVERSATIONS ABOUT WHY
1984 I want to put a ding in the Universe - Steve Jobs
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
GHF Mission To inspire an entire community
What is the True Value of a Vision and Mission Statement? It Becomes a Way of Behaving
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
A Learning and Challenging Environment that Develops Leaders Responsible Professional Dedicated Energetic Passionate Fearless Knowledgeable
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
REWARD EXCEPTIONAL PERFORMANCE
CONTINUOUS IMPROVEMENT
Sharing Knowledge
Uncommon Commitment to our Physical Environment
Core Values Integrity Hard working Creators our own future Extraordinary commitment to helping people
Integrity Do the right thing even when no one is looking. When in doubt, tell the truth -Mark Twain
Hardworking
EXTRAORDINARY COMMITMENT to Helping Others
Creators of Our Own Future History will be kind for I intend to write it. Winston Churchill
GHF Core Purpose To create an experience that helps people get the most out of life, and inspires them to become their best.
Does any of this really matter? or Is it just words? YES
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
Our Envisioned Future 10 years out
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.
Create a Document that tells your entire story Our Constitution
14 Books
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.
The Four Primary Management Practices Strategy Execution Culture Structure
The Foundation for Great Customer Service
Sydney&Shackleton
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.
HIRING TEAM
RECRUITING Friends of Superstar Staff University Relationships Internships Job Fairs Promote from within
5 Step Interview Based on Core Values Application- Core Values Group Interview One on One interview Workout Interview Selection
Application
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.
Group Interview
Group Interview
Moments of Truth
Tell us about Yourself
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
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?
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?