Contractor Advantage January / February 2021

ROUGH CONSTRUCTION ISSUE BUILDING IN PEACE AND QUIET

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THE LUMBER INDUSTRY RESPONDS TO COVID CHAOS IN 2020

January / February 2021

Castle Building Centres Group Ltd. is a Canadian member-owned, Lumber, Building Materials and Hardware buying group representing over 300 member locations across Canada.

Contractor Advantage Magazine is the exclusive publication of Castle Building Centres Group Ltd. featuring quality Castle vendor brands available at Castle Building Centres locations.

Visit castle.ca to find a Castle location in your area.

Editorial Director Castle Castle Building Centres Group Ltd. Jennifer Mercieca Art Direction and Design Espress Labs Inc. Contributors Lawrence Cummer

Advertising Inquiries Jennifer Mercieca Director of Communications Castle Building Centres Group Ltd. 905-564-3307 jmercieca@castle.ca Material Contact Maryam Bashir Marketing Coordinator Castle Building Centres Group Ltd. 905-564-3307 mbashir@castle.ca Published and designed exclusively for Castle Building Centres Group Ltd.

by Espress Labs Inc. On the cover: Rockwool

ABOUT CONTRACTOR ADVANTAGE

JANUARY / FEBRUARY 2021 Volume 26 Issue 1

CONTRIBUTORS

LAWRENCE CUMMER Lawrence (“Law”) Cummer is a freelance writer and editor and has been a frequent contributor to Contractor Advantage, Ideas and Rough Construction for nearly a decade. Over his more than 20-year career, Law has written about contracting and construction, general business, information technology, health and safety, personal finance and almost every topic in between. He has a passion for storytelling and sharing how people can work better, easier — and “smarter” — from contractors to technologists to business executives.

TERESA CHRISTINE Teresa is an accomplished communicator and award-winning Editor with over 15 years of experience helping organizations build their brands and tell their stories through roles in marketing and PR. Inspired by her passion for writing, she recently began her own consulting boutique and has worked with a broad range of customers in various industries including construction, building materials, consumer and lifestyle. She is recognized and respected for her honesty, attention to detail and creativity which has allowed her to cultivate solid client relationships throughout her career.

JASON V. BARGER Jason V. Barger is the globally-celebrated author of Thermostat Cultures, ReMember and Step Back from the Baggage Claim as well as the host of The Thermostat podcast. As Founder of Step Back Leadership Consulting, he is a coveted keynote speaker, leadership coach and organizational consultant who is committed to engaging the minds and hearts of people and growing compelling cultures.

Learn more at JasonVBarger.com.

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CONTENTS

TABLE OF OF TABLE

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BUILDING IN PEACE AND QUIET Homeowners are combating an array of distractions in 2020. Sound doesn’t need to be one of them.

WHAT’S TRENDING Rendoodle Marketplace is the (virtual) place to be!

THE LUMBER INDUSTRY RESPONDS TO COVID CHAOS IN 2020 The global pandemic hit the building materials industry with a double whammy of early curtailments and a wave of surging demand.

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BUILDING BETTER BUSINESS The proactive process to shape the team culture you want.

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BUILDING IN PEACE AND QUIET

Homeowners are combating an array of distractions in 2020. Sound doesn’t need to be one of them.

Written by Lawrence Cummer

Photo courtesy of Rockwool 6

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The demand for better sound control in home building and renovation has been growing for years, but the global spread of the coronavirus in 2020 has made the call for soundproofing in residences louder than ever.

With the increasing population density in urban areas, the need for good sound control — particularly between apartments in multitenant buildings — has already been top of mind for builders, manufacturers and regulators. For example, the 2015 edition of the National Building Code of Canada (NBC) shifted multi-unit performance requirements from the traditionally used STC (sound transmission class) to ATSC (apparent sound transmission class) to better measure all paths through which sound could pass between units.

“If you have separate apartments, acoustics is something you need to think about. For the past 10 or 15 that was the issue, but now in single-family homes, it’s no longer for special situations, it’s become for dayto-day living,” says Matthieu Danis, product manager for wood fibre at Building Products (BP) of Canada Corp.

In single-family homes, rooms like home theatres and the occasional home office

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FEATURE STORY // BUILDING IN PEACE AND QUIET

Photo courtesy of Johns Manville

increased interest from homeowners in sound performance in past years. But with the global pandemic prompting lockdowns and workspaces being reimagined, the home office is no longer an occasional perk. This has made the need to eliminate distractions, like sound, all the more critical, and created an opportunity for renovations.

“Working from home, most people have family or pets around, but still have to create a productive atmosphere,” says Gino Allegro, Canadian sales manager for Johns Manville. “Once people found out it wasn’t going to be temporary,

they started to say, ‘I really should make my office more functional. I can’t work at the kitchen table anymore.’”

A major part of that functionality is, of course, eliminating sound from creeping in during project work or meetings. This renewed look at soundproofing for home office spaces quickly spills into other rooms, Allegro suggests, homeowners take on a sort of cocooning.

Laundry rooms with loud appliances might be next, with gym closures, home gyms with bikes, ellipticals or weights become another logical zone for soundproofing.

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Due to the vicissitudes of the 2020 market, insulation vendors like Johns Manville are experiencing demand exceeding supply like never before. Allegro expects supply to be tight until the middle of 2021. One of those high-demand insulation products are his company’s SoundSHIELD, formaldehyde-free fibreglass insulation focused on acoustical performance. Available in light-weight batts to fit standard dimensions of wood-frame or steel-stud, the insulation

Photo courtesy of Building Products of Canada Corp.

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blocks thermal transfer as one might expect, but also provides sound absorption based upon its thickness. Johns Manville also notes its noisereducing insulation is thermally efficient, fireresistant and resilient to rot and mildew.

Of course, to make it more accessible, manufacturers are working to make adding soundproofing to rooms and residences easier.

FEATURE STORY // BUILDING IN PEACE AND QUIET Photo courtesy of CertainTeed

That’s the thinking that went into developing BP Canada’s Soundsmart acoustic panels.

Designed to reduce noise in wall and ceiling assemblies, the company tried to “take the wizardry out of acoustical science,” Danis says.

“We tried to simplify the science behind it, and make it more available, understandable and applicable in the field.”

“In them, you have the density, the absorption, the mechanical decoupling, which are all the ingredients for this recipe for sound deadening.”

He says other attributes, such as its aluminum facer, making it less brittle and creating less dust, and ability to act as a vapour barrier, makes the panel an even more popular choice for contractors.

To that end, BP developed what he calls “recipes” for acoustical performance. “We worked with an acoustical engineer to help us develop these ‘recipes’ — four different assemblies — for an STC of 55, 57, 59 and up to 71 using the panels.”

Brent Bélanger, architectural services manager at CertainTeed, agrees that with more people working from home in 2020, sound control within residences has become more critical; however, he says there’s more to it.

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“I think in general, we’re seeing it all throughout society, especially in urban areas, there’s a lot of intensification happening and people are working, living, studying and relaxing in more confined areas,” Bélanger says. “As a result, the need to have sound isolation and the ability to function without distraction from noise is critical.”

plays in a system to mitigate these all-around distractions. It’s all part of a system in creating the right acoustical environment and one size does not fit all. “Sound has many characteristics,” he notes. “Sometimes you’re trying to block it, sometimes you’re trying to absorb it, and other times you’re trying to divert it.”

He points to the vital role noise-reducing gypsum board, like CertainTeed’s Silent FX drywall,

“You have to understand how you’re trying to control the sound or improve it before

Photo courtesy of Rockwool

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FEATURE STORY // BUILDING IN PEACE AND QUIET Photo courtesy of Johns Manville

you determine the right methodology or system to do that.�

Gypsum board assemblies, in conjunction with glass fibre insulation in the cavity, is highly effective at blocking sound, BĂŠlanger says.

CertainTeed gypsum offers varying degrees of sound-blocking, he adds, from its Easi-Lite (good),

to its Type X (better), to Silent FX (best). Recently, the company began offering in Canada another soundproofing tool, dubbed Green Glue.

Green Glue is a noise-reducing compound that is sandwiched between layers of drywall or other rigid material on wall, ceilings or floors to dampen sound vibrations between rooms. // JANUARY - FEBRUARY 2021

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FEATURE STORY // BUILDING IN PEACE AND QUIET

It boasts an ability to eliminate noise transfer between rooms by up to 90%. Because it can be applied between existing drywall, Green Glue is ideal for remodeling.

Sound dampening solutions are on the rise, notes Mike Goyette, Canadian director of residential and commercial sales at Rockwool. He attributes this not only to the increased hustle and bustle the pandemic has caused in the home, but traditional noise like traffic and construction.

Householders want quieter spaces and fortunately, achieving that is not a difficult task, he says. “Insulating well, with a dense insulation product designed specifically for soundproofing interior walls and ceilings is one of the most effective ways to improve the sound experience in the home,� Goyette says. He adds that the choice of materials is key, pointing to several advantages

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Photo courtesy of Johns Manville

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FEATURE STORY // BUILDING IN PEACE AND QUIET Photo courtesy of Johns Manville

offered by stone wool insulation, like his company’s Safe’n’Sound product.

“It’s perfect for absorbing sound and reducing sound transmission from room to room or from one floor to another. And now, you can maximize

sound dampening in ceilings and between floors with just a single layer of our new 6” Safe’n’Sound insulation, simplifying install and saving time.” Of course, he adds, it provides other benefits to home health such as fire protection and resistance to moisture, mold and mildew. // JANUARY - FEBRUARY 2021

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FEATURE STORY // BUILDING IN PEACE AND QUIET Photo courtesy of Johns Manville

At the end of the day, sound control is one element of having a comfortable living — and now for many working — experience in the home.

“I’m in the industry, so everything in my house is completely soundproofed and I’m so happy for that,” Allegro notes. But, he adds, it’s not just the soundproofing that makes him content.

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“Insulation serves three important purposes: it provides another layer of warmth in the colder winter months; retains coolness during the hot summer ones; and, controls sound transition co-efficient to provide a comfortable level of peace and quietness.” —

RENDOODLE MARKETPLACE IS THE (VIRTUAL) PLACE TO BE!

Written by Teresa Christine

In the best of years, market trends are difficult to predict, often developing and changing throughout the course of a year given the circumstances. Throw in a global pandemic, various regional lockdowns and national economic shutdowns and no one, not even the best experts, could’ve predicted what was trending last year in any industry let alone life in general. As 2020 came to an end, one movement nevertheless seemed to become essential to everyday living and that was technology, the virtual experience and automation.

Faced with trying to simplify processes during a challenging and complicated time, companies had to pivot the way they interacted and communicated with their consumers and buying and shopping experiences changed. All this gave 20

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way to innovation and a new way of managing relationships and business. With more and more people working remotely and staying at home, the home improvement and renovation sectors saw record increases and kept both contractors and consumer DIYers busy. With all that in mind, the Rendoodle Marketplace is picking up traction in the LBM industry.

THE ONE-STOP DIGITAL SHOP Rendoodle is Canada’s first and only full-service platform and the future of home improvement.

The Rendoodle virtual marketplace connects retailers and industry experts with consumers to help them plan and execute their home improvement projects with ease. Created with the consumer and contractor in mind, the goal of the Rendoodle marketplace is to serve as a

// WHAT’S TRENDING single point solution for renovation projects from concept to completion to after-sales support thus streamlining the interaction between consumer, contractor and supplier. Offered exclusively through the Castle dealer network, the innovative platform is built on a network of qualified professionals who are trained to tackle everything from yard work to large and small renovations, repairs and upgrades.

Since home renovation and DIY projects were, and still are, at record-breaking numbers, the Rendoodle platform launched at the perfect time and is the ideal tool to have in any contractor’s virtual toolbox. Once registered, contractors have access to built-in marketing and promotional benefits which help increase their company’s visibility and exposure. This includes having their own company profile and microsite which also generates project leads and helps them build a positive relationship with Castle dealers. The Rendoodle community also allows them to sign up for additional supplier training programs and warranty extension on the products they install through the platform.

LEADING THROUGH INNOVATION ONE PROJECT AT A TIME Using the Rendoodle marketplace is easy and efficient and the platform is built to help during all stages of a renovation project. Once a user is registered to the Rendoodle community and decides to start a project with the marketplace, the user will have access to oversee the project, financing options, choosing the right contractor/ installer for the project, and selecting a trusted local retailer for quality materials and décor items.

Castle Retailers, will then follow-up and get any necessary clarifications. Once all the details are confirmed, the user will receive project quotes from the Castle Retailer and certified contractors in the designated project area. Consumers will also gain access to contractor ratings, reviews, and portfolios so that they can have peace of mind that they are selecting the best person for the project.

The final step in the process is where the “doodle” becomes a “Rendoodle”! Once the consumer agrees to a quote, terms and timeline for the project, the renovation begins!

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// WHAT’S TRENDING During each phase of the renovation, the Rendoodle virtual project assistant will verify that the project is being completed to Rendoodle’s high professional standards and that the consumer is happy with the workmanship. After service care is just as important and in order to ensure that consumers enjoy their renovation, Rendoodle offers a maintenance program that helps keep track of service milestones.

SHARING IS CARING IN THE RENDOODLE COMMUNITY The Rendoodle community gives consumers peace of mind knowing that contractors are monitored to ensure they have current and proper insurance, licenses, and training. Part of the Rendoodle pledge is the assurance that all contractors assigned are licensed and have the proper qualifications to be completing all jobs through the platform. Moreover, products purchased and installed through Rendoodle have

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automatic warranty registration where available and supported by the supplier. This coupled with an approved supplier listing, is a great solution for contractors, consumers and suppliers who were faced with lots of uncertainty last year.

By partnering with reputable suppliers from across Canada, Rendoodle provides their users the best options when completing their home improvement projects. Suppliers can also share the benefits of this community as the platform serves as a place where they can showcase their products to retail customers. Once signed up to the marketplace, suppliers are given their own microsite including measurable metrics on products quoted and sold.

Although communities across the country may still be adapting to all the changes from last year, one trend remains certain, the digital concept Rendoodle is created on is a virtual winner! —

THE LUMBER INDUSTRY RESPONDS TO COVID CHAOS IN 2020

The global pandemic hit the building materials industry with a double whammy of early curtailments and a wave of surging demand.

Written by Lawrence Cummer

Lumber market experts predicted volatility in 2020, but the year was more chaotic than anyone could have expected.

Fears of curtailments due to parasitic epidemics, market uncertainties and supply challenges as the year began was soon met with the unforeseen impact of the global coronavirus (COVID-19) pandemic. And, despite financial uncertainties, COVID-19 created a spike in demand for home building materials, leaving lumber in short supply.

Curtailments in early 2020 did come as forecast, according to Stephen Marshall, vice president of treated wood at CanWel Building Materials, but with the effects of the global pandemic thrown into the mix.

“The threat of COVID infections and low lumber prices in Q1 2020 resulted in many sawmills curtailing and reducing production for many weeks,” he said. “The reduced availability of lumber, combined with robust Remodel & Renovation (R & R) demand and solid US and Canada housing markets, triggered dramatic shortages and price increases in lumber and panels.”

Last year saw all-time pricing highs for lumber, OSB and plywood, “and not just by a few dollars,” said Kelvin Johnston, senior buyer for commodity lumber and panels at Castle Building Centres Group Ltd. “In some cases, it was 20-40% higher than previous records.”

It will be hard, he predicted in late 2020, for dealers to meet similar sales figures in the year ahead. “In 2020, we saw the

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Photo courtesy of CanWel // JANUARY - FEBRUARY 2021

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biggest run on lumber and commodity wood products,” Johnston said. “As consumers found themselves at home for the summer, they looked to their backyard.”

“Pools, hot tubs and treated lumber all became difficult to source. With pressure-treated lumber, there’s just so much capacity in the marketplace and with demand spiking in the summertime, demand outpaced production.”

According to Michael Sivucha, vice president of commodities at Taiga Building Products, the pandemic created a “rapid imbalance” in supply 26

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and demand early on. In March, there was a three- to five-week period where North American lumber, OSB and Canadian plywood were curtailed by approximately 20-25%, 10-15% and 30-40%, respectively.

“This was quickly followed by substantial and unexpected demand in R&R and DIY,” Sivucha added. “These events cast the die for an unprecedented price run and supply chain challenges for the year. The subsequent follow-through on new home construction exacerbated the situation.”

FEATURE STORY // THE LUMBER INDUSTRY RESPONDS TO COVID CHAOS IN 2020 When dealers, both independents and big boxes, were left without supply, panic buying set in and prices escalated to levels “well beyond anything ever seen before,” Johnston noted.

Mike Park, director of national commodity products at AFA Forest Products Inc. echoed that sentiment. He added that the early weeks of COVID-19 were ones of confusion and a negative outlook for the lumber industry in general, but that soon changed.

“The following surge in demand from both home builders and renovation markets translated into acute shortages of material and a meteoric rise in prices, resulting in record runs through 2020,” he said.

What created such a dynamic and unexpected shift? Public lockdowns and restrictions.

“With the COVID-19 social and business restrictions put in place, North Americans

Photo courtesy of Taiga Building Products // JANUARY - FEBRUARY 2021

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have taken their vacation dollars, travel dollars, entertainment dollars and dining out dollars and have invested in their homes with household upgrades, renovations and repairs,�

Marshall said, attributing this reprioritizing trend to the increased demand for building products across the board.

RISING TO MEET THE CHALLENGE Maintaining sufficient inventory levels may have been a major challenge for most lumber suppliers, but they were intensified by other issues raised by the pandemic.

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Park said, like most, AFA was tasked with implementing the new safety protocols and standards needed in their operations to operate in a safe environment alongside its customers and suppliers. It also faced difficulties around logistics with systems impacted by the pandemic.

Technology became the solution, with virtual meetings, more focus on the entire supply chain and a safety-first approach, he said.

To meet its own safety protocols and related staffing issues, Taiga also turned to technology.

It moved to become paperless and quickly

FEATURE STORY // THE LUMBER INDUSTRY RESPONDS TO COVID CHAOS IN 2020 Photo courtesy of Taiga Building Products // JANUARY - FEBRUARY 2021

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FEATURE STORY // THE LUMBER INDUSTRY RESPONDS TO COVID CHAOS IN 2020 transitioned to working amidst the pandemic.

“We have had no work-related infections and are well-positioned to ride out the second wave,” Sivucha said.

Also, to combat supply chain shortages, and better deal with high-touch business transactions and customer expectations, Taiga’s investment in technology, systems and processes paid off, he said.

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Castle dealers and other independents were better poised to pivot in the pandemic, Johnston said. “Once they were declared essential, independent lumber yards like Castle dealers figured out how to do contact-free delivery or curb-side consumer pick-up,” he said.

While many big-box retailers later adopted the ideas introduced by the independent yards, their contracts left them short when the market spiked.

Photo courtesy of Taiga Building Products

“Castle dealers saw the change in demand early and were out buying extra supply and, in many cases, they were able to meet their customers’ demands much better.”

most industries, in 2020. Some are calling it ‘the craziest’ in lumber history due to, as Park put it, “record prices, low inventories and insatiable demand.”

As traditional business patterns — seasonal buying trends and inventory cycles — became meaningless, Taiga reinforced its belief in sound planning and analysis, Sivucha noted.

Marshall said he absolutely agrees with the sentiment. “I have been in lumber and treated wood for 30 years. We have never experienced the crazy insatiable demand we lived through in 2020, and we have never seen the type of surging prices that increased demand led to in 2020. Rapid price increases, rapid price declines, low inventories

THE CRAZIEST YEAR… SO FAR It was a wild ride for the lumber market, as

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FEATURE STORY // THE LUMBER INDUSTRY RESPONDS TO COVID CHAOS IN 2020

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across the board — these are all challenges we have to manage in the coming months and years.”

higher price floors and ceilings, in general, as we finish the year and look to 2021.”

Sivucha concurred: “The level of confidence in our sector is higher than I can remember and remains, for the most part, unabated,” he said. “This has paved the way to record pricing in all commodity categories and created an acceptance around

Although prices eased at the end of 2020, levels were still “lofty” and a lack of stock seemed apparent when heading into 2021, Park noted.

“While pricing might be seen as moderating, a shortage of material throughout the supply chain,

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coupled with strong demand, will put continued pressure on the lumber industry for the better part of 2021,” he predicted.

With lack of supply and cost volatility plaguing the entire lumber industry in 2020, Marshall said CanWel plans to tackle the challenge in 2021 through greater transparency. “We see

the higher than normal demand continuing into 2021 due to COVID, so it’s important that CanWel commits to levels of volume that we can realistically deliver, within reasonable timelines.

To use that old phrase: ‘We want to underpromise and over-deliver.’”

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FEATURE STORY // THE LUMBER INDUSTRY RESPONDS TO COVID CHAOS IN 2020

But what does 2021 have in store? Will there be enough lumber in stores to meet consumer needs or will there be strained supplies, dramatic demand, and continued cost volatility?

“The question facing us today, will this happen again in 2021?” Johnston pondered. “While many mills and pressure treated lumber producers are talking the market up based on the same issues in

2020, there are several factors that will also see demand tail off for 2021.”

“The possibility of a vaccine will no doubt lead to people traveling more in 2021, and so their focus on their backyard projects could disappear for a year. We won’t really know until the summer of 2021 arrives which way it will go!” —

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DOES YOUR COMPANY CULTURE GET ALL A’S?

The proactive process to shape the team culture you want.

Written by Jason V. Barger

It’s an instant gratification world where people/ employees/leaders want things to change immediately. They want progress to be a flip of a switch. They want the easy button. Every leader, team and organization wants to snap their fingers and magically arrive at their desired outcomes.

However, developing people and culture doesn’t happen like that. There is no quick fix or hack to developing leaders and the team culture you desire. It’s a process. It takes commitment, discipline and focus. The most compelling team

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and organizational cultures invest time, energy and resources into shaping the culture they want, not just the culture they’ve experienced in the past. They know that one of their greatest competitive advantages in today’s day is not just WHAT they do as a company, but the culture of HOW they do it. People want to be a part of a compelling culture and contribute their skills to something greater than themselves.

Every team and company wants to be known for having an amazing culture, but only some

// BUILDING BETTER BUSINESS understand how they are created and are disciplined enough to lead a culture-shaping process. If you’ve studied change theory in your spare time (you know, the process for how any person or group stimulates change) then you understand the reality that we grow as individuals and groups one step at a time.

All change follows the same pattern. The best leaders and teams on the planet know that growing the ecosystem they desire within their organization takes proactive leadership and

support. The best team cultures don’t just magically happen, they are intentionally designed and led along the process. And it’s not a top-down dictator style of leadership that is compelling to people, but a participatory style that invites cross-functional representation throughout the organization to share in the dreaming and creation of the culture they desire.

The process to create your culture requires 6 A’s and participatory leadership:

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// BUILDING BETTER BUSINESS

ASSESS Many cultures don’t even know where they are on the map. Where are you succeeding and where are you falling short? You’ve got to be honest about your current state as a culture. Momentum begins to build when you can establish urgency and identify opportunities to improve.

ALIGN People are the lifeblood of every team and organization and in today’s world your people want to participate. They want their mind and heart to be engaged and connected to the “Why,” the Mission at the heart of your efforts.

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It takes time and space to establish alignment with your people and constant efforts to stay in alignment along the way.

ASPIRE What do you want to be different in the future?

You have to be able to dream together and paint the vision for the future culture you desire. Give your people the opportunity to see beyond your current reality and into possibilities for a newly created future.

ARTICULATE If you can’t describe where you’re going and

the values you want to guide you as a culture then you can’t be surprised when it doesn’t exist. Your people need common language and the ability to see and share the story of where you’re heading, together. “Language drives behavior” so the best cultures have compelling language linked to actions and behaviors for the future they are creating.

ACT All change requires action. However, action without vision and alignment is a nightmare.

Once the aspirational vision for the culture is established, the best leaders and teams empower a bias toward action and identify the next steps they will take to stimulate progress.

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All change happens when actions grow out of an intentional vision and spirit.

ANCHOR Culture-shaping is not a drive-thru experience.

It’s not a one-time company meeting or a singular poster on the wall. Every culture must create habits that anchor the values within their organizational ecosystem. The organization intentionally anchors them with their structures for how they hire, onboard employees, identify emerging leaders, do performance evaluations, raise the bar on leadership at all levels, and develop and empower culture ambassadors.

SO, DOES YOUR TEAM CULTURE GET ALL A’S? Good grades don’t just magically happen. Great

// BUILDING BETTER BUSINESS

schools, great companies, great teams, great communities, and great collections of humans anywhere and of any kind in the world, don’t just magically happen. They are grown, developed, cultivated and led with intentionality.

It’s way easier to ignore studying, practicing, engaging with your people, and just put your head down and “do your job.” And because that

is easier, that’s why many team cultures do not become compelling places to work.

The process for developing high-performing and engaged cultures never stops and the best leaders, teams and organizations are committed to the continuous journey of development, vision, communication, engagement, authenticity, and action. — // JANUARY - FEBRUARY 2021

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