Chapter 1
The Culture Engine: Where Workplace Magic Happens
When was the last time you genuinely looked forward to Monday morning? For most people, the workplace is a source of frustration rather than inspiration. Yet some organizations-like Southwest Airlines and Zappos-have cracked the code, creating environments where employees thrive, customers rave, and profits soar. S. Chris Edmonds' "The Culture Engine" has become a cornerstone text for leaders seeking to transform toxic workplaces into vibrant communities. Named one of Inc. Magazine's "100 Great Leadership Books" and endorsed by leadership guru Ken Blanchard, this practical guide has influenced organizations from small businesses to Fortune 500 companies. Edmonds' approach has helped clients achieve remarkable results: 40% increases in employee engagement, 40% improvements in customer satisfaction, and 35% profit growth in less than 18 months. What's his secret? A structured framework called the "organizational constitution" that makes workplace inspiration a deliberate choice rather than a happy accident.
Chapter 2
The Organizational Constitution: Your Cultural North Star
Most leaders invest tremendous energy in products, services, and financial metrics while leaving workplace culture to chance. This approach is fundamentally flawed. Without clear guidance, team members create their own interpretations of "good citizenship," leading to inconsistent behaviors, confusion, and frustration.
An organizational constitution is the antidote to cultural chaos-a formal document that clearly outlines your team's purpose, values, behaviors, strategies, and goals. Unlike governmental constitutions that outline governance structures, an organizational constitution serves as a "North Star" for daily decision-making and interactions. It eliminates confusion by making expectations explicit for both performance (what work gets done) and values (how work gets done).
Think of it as a disruptive technology in your workplace-introducing new ways of operating that initially create discomfort but ultimately lead to a safer, more inspiring environment. These "liberating rules" help everyone navigate ambiguity while setting clear standards for both citizenship and performance.
The revolutionary insight behind this approach came from Jack Welch at General Electric, who pioneered making values equally important as performance. This creates four possible combinations on what Edmonds calls the performance-values matrix:
• High performers with high values alignment (keep and honor these players)
• Low performers with low values (lovingly set them free)
• High values with low performance (train them or reassign them)
• High performers with low values alignment (remove them quickly as they're toxic to the organization)
The challenge lies in measuring values, which requires defining them as observable, tangible behaviors that can be assessed like performance metrics. Without defined values expectations, people will do anything to meet performance targets-poach customers, overpromise, withhold information-creating an aggressive, self-serving environment.
Research reveals a troubling gap: over 70% of global respondents work without behaviorally defined values. Is it any wonder that workplace frustration is epidemic? When organizations focus exclusively on performance without defined values expectations, people treat each other and customers poorly because no one monitors interaction quality.
Chapter 3
Your Leadership Legacy Starts With You
Before you can transform your organization's culture, you must first transform yourself. Your leadership legacy forms with every plan, decision, and action-everything you do reveals what you truly value. Many leaders aren't conscious about this legacy, focusing instead on immediate results: "I'm not thinking about my leadership legacy. I'm just trying to keep the doors open!"
While managing output is essential, an unsafe, uninspiring, disrespectful environment erodes employee engagement and well-being, costing real money through lost opportunities, tolerated mistakes, and diminished effort. Creating an organizational constitution requires you to be the banner carrier and proactive champion of your desired culture. Your credibility hinges on consistently modeling the desired values and behaviors both inside and outside the workplace.
The journey begins with clarifying your personal purpose-a succinct, inspiring declaration explaining what talents you offer, whom you serve, and why it matters. This statement should focus on service to others rather than self-centered goals, as culture championing requires a servant leadership mindset.
Next, formalize your personal values and aligned behaviors. For each value, create a clear definition and identify observable behaviors that demonstrate alignment. Limiting yourself to three to five values creates clarity rather than confusion. Each behavior must be observable (can others see or hear you demonstrating it?) and measurable (can others reliably assess your demonstration of it?).
Finally, develop your leadership philosophy-a statement of your beliefs about leading others, your intentions when leading, and what others can expect from you in a leadership capacity. A critical question to consider is whether you're a servant leader or a self-serving leader-you can't be "kind of" either one.
Servant leadership requires understanding that every person has value and deserves respect, and that people accomplish more when inspired by purpose beyond themselves. Their practices include: clarifying the need for service to others, listening intently, acting as selfless mentors, demonstrating persistence, and lovingly holding everyone accountable.
Chapter 4
Crafting a Compelling Organizational Purpose
Mission or purpose statements have been fundamental organizational tools for centuries, with extensive research demonstrating their significant contribution to company success, employee engagement, and long-term sustainability. Studies from Harvard Business Review and other leading institutions consistently show that companies with well-articulated purposes outperform their peers by substantial margins. Yet when employees across industries are asked about their organization's purpose, responses typically default to tactical activities ("we print catalogs," "we make software") or financial outcomes ("to make money for shareholders," "to increase market share"). These practical but uninspiring answers emerge when no formal, compelling purpose has been declared and effectively communicated throughout the organization.
While profitability is undeniably crucial for business sustainability, employees rarely find "making money" personally motivating since they don't directly benefit from increased profits beyond basic compensation. Research shows that millennials and Gen Z workers, in particular, seek meaning in their work beyond financial rewards. A truly effective purpose statement must be compelling and inspirational, clearly explaining what the company does, for whom, and why customers should care. It should create an emotional connection while providing practical direction.
Consider Starbucks CEO Howard Schultz's transformative insight: "It's not what you do; it's why you do it that is important!" Schultz described how Starbucks faced a "spiritual crisis" during the 2008 recession when it compromised its core purpose and values for short-term profits. The company's turnaround began with Schultz personally apologizing to 10,000 partners and refocusing on "the only number that matters: one cup, one customer, one experience, one employee at a time." This renewed focus on purpose helped Starbucks recover and thrive, demonstrating the power of purpose-driven leadership.
Beyond inspiration, an effective purpose statement serves as an active filter for assessing opportunities and making strategic decisions. It helps companies confidently stay on track and avoid wasting resources on misaligned pursuits. For example, when Patagonia faces business decisions, they filter them through their purpose of "We're in business to save our home planet," which has led them to reject profitable opportunities that don't align with their environmental mission.
To craft your own compelling purpose statement, follow these structured steps:
1. Identify your core products/services and their unique value proposition
2. Define your primary customer segments and their needs
3. Articulate the tangible and emotional benefits customers gain
4. Consider your organization's broader impact on society
5. Draft a statement combining these elements
6. Test and refine it through feedback from stakeholders including peers, leadership, team members, and key customers
One strong example from the author's client, a marketing communications firm, reads: "Our purpose is to deliver quality, on-time product marketing communications solutions that inspire consumers to purchase our customers' products and services." This statement effectively articulates what they do (marketing communications), for whom (their business customers and end consumers), and to what end (inspiring purchases). Another exemplary purpose statement comes from Tesla: "To accelerate the world's transition to sustainable energy," which clearly communicates both their business focus and broader societal impact.
Chapter 5
Defining Values in Behavioral Terms
Values defined in behavioral terms are the most important element of your organizational constitution. They provide visible evidence of your culture and differentiate your company from others. Values alignment rarely happens by accident-it requires intentional effort.
Leaders often want team members with enthusiasm, willingness to learn, and supportive attitudes, but managing someone's attitude is virtually impossible since attitudes come from within. You can't reliably hire for attitude or measure it consistently. Instead, look at what great team members actually do-how they treat others with respect, accept responsibility, give credit, praise others, and express pride in the team's work.
The key insight: don't worry about employees' attitudes; focus on defining and requiring specific valued behaviors that anyone can choose to demonstrate. Since few organizations have experience defining valued behaviors, Edmonds provides a practical framework: formalize three to five values (more are hard to remember) with definitions and behaviors. Each value statement includes the one-word value title, a brief definition explaining its meaning in the workplace, and up to four "I" statements that clearly demonstrate the value in action.
For example, a retail client's "Service" value includes behaviors like "I initiate friendly hospitality by promptly and enthusiastically smiling and acknowledging everyone who comes within 10 feet," while a manufacturing client's "Mutual Respect" behaviors include "I attack problems and processes, not people." These observable, measurable actions become standards that leaders must manage just as actively as performance expectations.
Without clear definitions, team members will interpret values differently, creating confusion and conflict. For example, "excellence" might mean personal best to one person, hitting year-end goals to another, keeping customers happy to a third, or delivering ahead of deadline with superior quality to a fourth. Values definitions must be clear, succinct, and stated in positive terms (what the value is, not what it isn't).
Chapter 6
Strategic Planning: The Performance Foundation
Strategic planning provides the critical foundation where a company's aspirational vision intersects with current market realities. Effective strategies and well-defined goals ensure talented team members not only know what to do but understand how their actions contribute to broader organizational success. Like New Year's resolutions, organizational goals frequently fail for several common reasons: targets are set unrealistically high without proper benchmarking, goals aren't explicitly defined with measurable metrics, or they aren't properly communicated across all organizational levels.
Research consistently demonstrates that people who explicitly make resolutions are ten times more likely to achieve them than those who don't. This same principle applies to organizational strategy - companies with clear, well-documented, and regularly communicated strategies are better positioned to filter opportunities, align decisions, and achieve consistent results. Without a formalized business strategy, competing priorities and conflicting decisions create widespread frustration, operational chaos, inconsistent performance metrics, and ultimately poor customer experiences. For example, a software company without clear strategic direction might simultaneously pursue enterprise clients while developing consumer products, diluting resources and confusing both employees and customers.
The five-point strategic planning wheel provides a disciplined framework that builds upon your organization's foundational purpose and values:
1. WHERE - honestly assessing current market position and performance through comprehensive internal audits, competitive analysis, and customer feedback
2. WHAT - exploring future opportunities that align with organizational strengths while considering market trends, technological advances, and emerging customer needs
3. DECIDE - selecting 3-4 strategic imperatives and designing detailed implementation plans with specific timelines, resource allocation, and accountability measures
4. WORK - executing the plan with proper communication channels, cross-functional alignment, and regular progress updates
5. ASSESS - regularly evaluating progress against predetermined benchmarks and adjusting strategies based on market changes and performance data
Everyone in the organization bears responsibility for strategic clarity and execution. Like river rafting guides who carefully scout Class III rapids to ensure safe passage for their entire group, leaders must thoroughly communicate the strategic plan while providing necessary resources and removing obstacles. Team members must clearly understand how their daily work contributes to organizational goals and feel empowered to make decisions that support strategic objectives. Every project team should be able to explicitly explain how their efforts support specific strategic imperatives and demonstrate measurable progress toward those goals.
Effective performance dashboards provide essential at-a-glance visibility into progress toward standards, but the fundamental challenge lies in measuring what's truly relevant to strategic success, not just what's easily trackable. A catalog printing company might easily measure impressions per minute but miss critical quality issues like color accuracy, customer satisfaction, or repeat business rates. Similarly, a call center focusing solely on call duration might inadvertently penalize representatives who properly handle complex customer issues, potentially damaging long-term customer relationships and brand reputation. Leaders must continually refine dashboard systems through regular reviews and feedback loops to ensure they're measuring the right performance indicators that genuinely support strategic goals and drive sustainable business success.
Chapter 7
Living Your Organizational Constitution
Creating an organizational constitution is only the first step-the real challenge is ensuring it becomes embedded in daily operations. Three essential practices for leaders include: "Describe the way" through consistent communication, "Model the way" by demonstrating alignment in every interaction, and "Align the way" by observing and ensuring team members' decisions align with the constitution.
After engaging your leadership team, you must communicate and market your desired culture through your organizational constitution. First, share the constitution in draft form with all employees, emphasizing that it's not finalized. Print it on plain paper with a "DRAFT" watermark to encourage input. Provide space for questions and suggestions, especially around values and behaviors. Set a two-week window for feedback, review suggestions with your leadership team, then publish a "final draft."
Launch a consistent marketing campaign focusing on purpose, values and behaviors through posters, recognition in meetings, and regular all-department gatherings that celebrate values alignment alongside performance metrics. Like Ritz-Carlton's daily 15-minute "lineup" meetings that share "wow stories" of exceptional service, create opportunities for visual learning and storytelling that reinforce your desired culture.
Once the organizational constitution is published, leaders must consistently demonstrate the valued behaviors in every interaction. Any deviation from modeling these behaviors sends a message that the values don't matter. Leaders must be intentional with commitments and follow through completely. When leaders make promises-like taking the team to lunch after completing a project on time and under budget-failing to fulfill them immediately erodes credibility and damages trust.
After leaders embrace their responsibility to demonstrate the department's values, they must coach others with direct reports to do the same. Every leader needs to engage in alignment conversations-both positive reinforcement of aligned behaviors and redirection of misaligned behaviors. Leaders should praise desired behaviors nine times as frequently as they redirect undesired ones to create consistent workplace inspiration.
Chapter 8
Measuring Values Alignment
While most organizations have robust systems for performance accountability (the "what" team members deliver), values accountability (the "how" team members interact) is equally important but often neglected. The best practice system for values accountability mirrors performance accountability but requires more initial investment since these behavioral expectations are typically new to organizations and require careful cultivation.
A custom values survey is essential for gauging values alignment across the organization. The survey questions should focus on observable behaviors rather than attitudes-asking what people do, not what they think. For example, instead of asking if someone is "comfortable being honest," ask if they "express honest opinions in meetings" or "provide direct feedback to colleagues." Other behavioral examples might include "shares credit with team members" or "actively listens during discussions without interrupting."
A well-designed values survey typically contains 30-50 questions derived directly from your valued behaviors, taking less than 15 minutes to complete. Questions should be specific and actionable, covering all core values and their associated behaviors. Good scores are 5 or 6 on a six-point scale, which translate to 83-100% favorable. Using a six-point scale eliminates the neutral middle option and forces respondents to lean positive or negative in their assessment.
Before asking any team members to embrace new values and behaviors, leaders with formal supervisory responsibility must demonstrate their commitment by living these values and inviting feedback through the values survey. This first survey should occur about six months after publishing your organizational constitution, giving leaders sufficient time to model desired behaviors. During this period, leaders should actively demonstrate values-aligned behaviors in meetings, decision-making processes, and daily interactions.
Only leaders should be rated during the first survey run. Team members won't rate peers or themselves until the second survey cycle, typically 6-12 months later. This approach establishes that leadership accountability comes first, building credibility when leaders consistently model values and quickly eroding it when they don't. Leaders should publicly share their results and action plans, demonstrating vulnerability and commitment to improvement.
For the survey process to succeed, several factors are critical: ensuring confidentiality (profiles shouldn't be generated for teams with fewer than three respondents), responding promptly to feedback with concrete action plans, and maintaining regular measurement cycles. Organizations should establish clear processes for reviewing results, creating improvement plans, and tracking progress over time. Regular follow-up surveys, typically conducted annually or semi-annually, help monitor progress and maintain focus on values alignment.
Organizations that address values gaps quickly demonstrate they're serious about creating a values-aligned workplace. This might include leadership coaching, targeted training programs, or adjustments to organizational systems and processes that better support desired behaviors. Success stories and positive examples should be celebrated and shared across the organization to reinforce the importance of values alignment.
Chapter 9
Addressing Resistance and Building for the Future
An organizational constitution fundamentally changes leadership expectations, requiring champions to address resistance with kind firmness. The message must be clear: "This train has left the station. Get on board-or get off."
Initial resistance typically comes from leaders and managers who are asked to embrace new values first. Their resistance manifests in various forms-from previously calm leaders showing frustration to those who previously maintained appearances now acting out in meetings.
Addressing resistance requires a direct, firm, and encouraging approach that aligns with the organizational constitution. Leaders must first avoid taking resistance personally, presenting observations factually without judgment. They need to understand resisters' perspectives by listening to concerns, while making it clear that values alignment is non-negotiable. Leaders should give resistant individuals a chance to align by creating a specific plan with clear expectations. If resistance continues, leaders must lovingly set resisters free from the organization.
Every new hire puts your evolving culture at risk, especially when hiring leaders who will guide others' work. Most organizations primarily assess candidates based on skills and past accomplishments, but this approach risks hiring "upper-lefters" on the performance-values matrix-high performers with poor values alignment.
Effective hiring requires intentional communication about your team's purpose, values and behaviors. Every job posting should include purpose and values information, while applications should include questions about candidates' work ethics and values alignment. During interviews, at least half the focus should be on culture fit, not just technical skills.
Some organizations have developed innovative approaches for employees who don't fit their culture. Zappos offers new hires $2,000 to quit after their four-week orientation program, ensuring everyone stays because they genuinely believe in the culture. Less than 2% accept this offer. This approach is both bold and cost-effective, as replacing culture misfits is expensive in terms of time, energy, and money-and protects the high-performing, values-aligned employees already in place.
Chapter 10
The Transformation Potential of Organizational Constitutions
Culture by default doesn't generate consistent performance, customer service, employee inspiration, or profits-but culture by design can. Organizations implementing an organizational constitution typically experience 40% gains in employee engagement, 40% gains in customer satisfaction, and 35% profit growth in less than 18 months.
Consider these real-world examples:
• One manufacturing plant with abysmal employee engagement scores (32 out of 100) embraced the culture process by defining observable values behaviors and increasing accountability. Within six months, conflicts, absenteeism, rework, and grievances dropped 60%. By 18 months, employee engagement and customer service rankings had both grown 45%, with profits up 35%.
• A seven-state retail region implemented the process when the senior leader's "People with Passion drive Performance" vision wasn't taking hold. After 12 months of managing to their organizational constitution, they enjoyed 40% gains in employee engagement and customer experience, with 30% higher profits.
• WD-40 Company transformed from a U.S.-centric, command-and-control culture into a global "tribe" culture built on values alignment. When CEO Garry Ridge took over in 1997, the company had $80 million in revenue with 75% from U.S. sales. Today, WD-40 is a $330 million global brand with 65% of sales outside the U.S., and their employee engagement surveys show remarkable results-93.7% of employees report being engaged, with nearly 100% understanding how their work contributes to company goals.
As Ridge wisely notes, "There's nothing like the freedom of a clearly defined goal and clearly defined values. When people are fulfilled, they do the right things to serve customers. When fulfilled people serve customers, growth happens."
Creating and aligning people to an organizational constitution is a long-term commitment, not a one-time event. While significant progress occurs in the first 18-24 months, the process requires ongoing vigilance. The implementation should be planned as thoroughly as any major project, with specific chronological elements: clarifying personal purpose and values, drafting organizational purpose and values, crafting business strategies, engaging leaders, communicating the constitution, and modeling the desired behaviors.
The question isn't whether you can afford to implement an organizational constitution-it's whether you can afford not to. In today's competitive environment, the organizations that thrive are those that create environments where people can be at their best every day.
