It is easy to dismiss “The Culture Code, The Secrets of Highly Successful Groups” by Daniel Coyle within the first few pages as I very nearly did.

This, however, would be a mistake.

There are two initial problems. The first is in the choice of companies, or organizations, that are used as case studies. In the time since the book was written, and even since its publication in January of 2018, two of these heavily featured companies have undergone significant cultural upheaval and it is hard not to see those case studies through the prism of hindsight. Pixar lost John Lasseter due to revelations in the wake of the #meetoo scandal. And Zappos, to add to the woes mentioned in the book regarding the Downtown Project, lost 18% of its workforce, including a significant proportion of management, due to its all or nothing adoption of Holacracy. To be fair to both companies, they both seem to have survived these events and continue to grow; but it does make the reader question the book from the start.

In addition, it is hard to shake the impression from the initial introduction and chapters, that The Culture Code and its talk of “belonging cues” is more about hacking interpersonal relationships and the manipulation of people through our actions and specific phraseology. Which just feels wrong.

This, however, is not the case.

What the Culture Code has unpicked is the remarkable reasons why teams of people work well together, and why they don’t work. We presume teams of skilled individuals will produce skilled results. And we are wrong as Mr. Coyle points out. Belonging cues, which can take the form of active listening, light touching, showing people where they fit into an organization, the closeness of employees’ desks, and the language we use, creates a continuous sense of safety. Even just simple “thank yous” from managers, and them picking up trash, can signal that “we are all in this together” and that they serve the group.

As with most culture research, The Culture Code repeatedly emphasizes that great cultures start at the top. One of the ways to create a safe space for the group is for leaders to be vulnerable. Being vulnerable is a significant belonging cue. Vulnerability sparks cooperation and trust, and asking for help as a manager, or leader, sends a clear signal that you have vulnerabilities. Interestingly, vulnerability can be contagious with the obvious benefits to the group. Difficult and painful interactions can actually help create a more bonded team through shared vulnerability.

While creating a sense of safety and vulnerability in the group makes for a better team, Mr. Coyle turns to storytelling to give that team focus. Groups that have successful cultures repeatedly and consistently, often to the point of redundancy, tell their story. Simple beacons, such as slogans, phrases, or imagery, focus attention to the shared goal. “High purpose environments are filled with vivid signals” the Culture Code reveals referring to Pixar having images of Woody and Buzz Lightyear in their buildings or the Seals having a piece of the World Trade Center in their lobby.

“Build a language to build behavior.”

Do we really need to tell nurses and other staff that a particular surgery is better for the patent, and that they should speak up if they see a mistake, even by a doctor, being made? The answer the Culture Code gives us is a resounding yes.

“The value of signals is not in the information but that they orientate the team to the task and to one another. What seems like repetition is in fact navigation.”
The Culture is that most unique of books. A book arranged and filled with great ideas and real-world examples of those ideas in action. Impeccably researched, the march of time notwithstanding, and well written, The Culture Code is a leadership book about daily interactions and grand visions. It is a management book showing the pitfalls and routes to success.

I’m better for having read it, and I have no doubt that it will be a book I return to and recommend to other managers.