UNDERSTANDING YOUR CURRENT TEAM

• What are the first three adjectives that come to mind when describing the personality of your team?

• What moments made you feel most proud to be a part of your team? Why?

• What does your team do better than the majority of other teams out there?

• If you picked five random members of your team and individually asked each person, “What does our team value?” what would you hear?

• How similar is your team’s culture to the broader organization’s culture?

• Imagine a journalist scrutinizing your team. What would she say your team does well or not well?

• When people complain about how things work, what are the top three things that they bring up?

UNDERSTANDING YOUR ASPIRATIONS

• Describe the top five adjectives you’d want an external observer to use to describe your team’s culture. Why those?

• Now imagine those five adjectives sitting on a double-edged sword. What do you imagine are the pitfalls that come from ruthless adherence to those qualities? Are those acceptable to you?

• Make a list of the aspects of culture that you admire about other teams or organizations. Why do you admire them? What downsides does that team tolerate as a result?

• Make a list of the aspects of culture that you wouldn’t want to emulate from other teams or companies. Why not?

UNDERSTANDING THE DIFFERENCE

• On a scale from one to nine, with nine being “we’re 100 percent there” and one being “this is the opposite of our team,” how close is your current team from your aspirations?

• What shows up as both a strength of your team as well as a quality you value highly?

• Where are the biggest gaps between your current team culture and your aspirations?

• What are the obstacles that might get in the way of reaching your aspirations? How will you address them?

• Imagine how you want your team to work in a year’s time. How would you describe to a report what you hope will be different then compared to now?

KEY QUESTION: Are the stakeholders (employees, customers, shareholders) happy and engaged in the business; and would you “rehire” all of them?

... Browne wondered:

1. How can we expect our employees to be extraordinary and differentiate the company if we use the same hiring and onboarding methods as competitors?

1. What characteristics describe our ideal workforce that our competitors could not or would not use to describe theirs?

1. Who/Where are your (juicy red) core customers?

1. What are you really selling them?

1. What are your three Brand Promises?

1. What methods do you use to measure whether you’re keeping those promises? (We call these the Kept Promise Indicators, a play on the standard definition of KPIs.)

During our research, we asked leaders which actions they rated are the most important for getting off to the right start. Topping the list were five items:

1. Absorb information.

2. Define the company’s challenges.

3. Establish credibility and win employees’ trust.

4. Access the senior management team.

5. Prepare yourself emotionally.