The foundation of a good culture is clearly stating the purpose - why something is (or isn't) taking place.
While it is important to share the importance of a project, we should not forget to identify the part is can play in our team's personal development. So, for each project, establish the main goal of the team and identify what everyone hopes to get out of the project.
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Culture is much more about what you do than what you say. Leaders need to share authentic stories about their experiences of finding meaning and activating purpose.
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