Back to top

Culture + Team

Your starting point: 

Culture refresh with a focus on team alignment.

It sounds like some folks on your team are unhappy with the current culture. As tricky as it can be, culture matters and requires your attention. Start your adaptive journey by taking a fresh look at how you can intentionally build a better culture.

Starting steps: 
Get a culture pulse check
  • David Sturt, employee management expert and author, has identified six essential components to strong cultures: purpose, opportunity, success, appreciation, well-being and leadership.
  • Get started by doing a cultural pulse check with your team to see how you are currently doing across each of these dimensions. A team meeting should suffice if your group is relatively small. For larger teams, use a survey.
  • Ask team members to describe the components of your current work culture in their own words and through their lived experiences (i.e., not what it's supposed to be, but how it actually comes to life every day).
  • Group the feedback into themes and then lead a facilitated discussion to gain clarity on each item.
  • Give team members a chance to articulate what they notice about the responses. Encourage them to discuss the similarities and differences in observations among team members.
  • End the discussion by conducting an exercise to articulate what you want your culture to be, expressed in two categories: values and behaviors.
  • Frame this by asking the team to think about what it looks like when they do their best work.
  • Discuss the items that emerge and make a commitment to use them as a guide that will lead to an improved culture.
Draft a new cultural charter
  • With your marketing management team, write a cultural charter that consolidates the insights gathered from the team and your own observations to date.
  • Ask them to find the commonalities and connections with the organizational culture, while also articulating the elements that are unique to the marketing team.
  • Culture is expressed in both values (aspirations) and behaviors (what you do), so make sure to highlight the distinction between the two.
  • We recommend starting with the values and then crafting behaviors by asking how you will know if you are living the related values.
  • These behaviors become practical proof points for enabling values to become tangible.
  • When writing the cultural charter, be succinct but also leave room for your values and behaviors to be brought to life uniquely by the different people on your team.
  • Be cognizant of the things that you can change and those that are outside of your control. It is important to name items that live at a global or organizational level which cannot be immediately impacted by your culture-building efforts with the marketing team. These items become an executive to-do list for you to take to senior leadership.
  • Once crafted, share your cultural charter with the team. Treat it as an iterative document that the team can give feedback on and management can continue to refine.
Integrate the culture
  • Now that you have a cultural charter in place, it's important to incorporate and reinforce it in your team's regular workflow.
  • Whenever possible, find opportunities to remind your team of the cultural values and behaviors by demonstrating them yourself—in small and large ways.
  • Look for opportunities to incorporate your values and behaviors into 1:1s, performance reviews, onboarding and even key working documents like briefs. If a cultural value is bravery, for instance, you may need to change how your briefing documents are structured to help team members to think and act in this way. Consider rewarding team members who have done a remarkable job of embodying one or more values as a way of encouraging adoption.
  • Lastly, check in often with your team about their views on the team culture. Consider incorporating questions about culture (comprehension, agreement and manifestation) into your employee surveys.

It sounds like some folks on your team are unhappy with the current culture.

“If you’re on a mission to make change happen, you want Modern Craft in your corner.”

Jon Mamela, CMO, Tourism Toronto

Modern Craft Privacy Policy

We at Modern Craft (Modern Craft Inc.) are committed to protecting your privacy. This Privacy Policy covers Modern Craft’s treatment of personal information or personally identifiable information (both “Personal Information”) that may be collected or submitted when the web- user (“you”) are using either and This policy applies to both of the websites (“sites”) listed above.

1) Information We Collect

When you visit our Sites, you may be asked to provide certain information about yourself including First Name, Last Name and e-mail address.

We may also collect certain information about your device, including information about your web browser, IP address and time zone. Additionally, as you browse the sites, we may collect information about the individual pages that you view, what websites or search terms referred you to the Site, and information about how you interact with the Site.

2)  Our Use of Cookies

Modern Craft may use cookies to remember certain user information. Cookies are electronic identifiers that are transferred automatically to your computer through your browser that allow our computers to save certain information you provide us and store information about you so we can recognize you when you visit our website in the future. You may, at any time, disable or refuse to accept cookies by changing the preferences or settings on your web browser. Please note that if you choose to disable cookies, you will NOT be able to use Starting Point.

3)  Use of Your Information

3.1 Your information will enable us to provide you with access to all parts of our site and to supply the services you have requested. We will also use and analyze the information we collect so that we can improve and develop our business.

3.2 Where you have consented, we might also use your information to inform you of other products and services we offer that may be of interest to you and we may contact you by email. If you change your mind about being contacted at any point, please email us at

4)  Disclosure of Your Information

It is Modern Craft’s policy not to disclose, sell or rent your Personal Information to any individual, business, government entity or outside parties except: (i) to provide products or services you've requested through us; (ii) in response to a validly-issued subpoena, court order, or other legal process; (iii) when necessary to establish or exercise our legal rights or defend against legal action; or (v) where you request Modern Craft to do so.

5)  Security and Data Retention

5.1 We employ security measures to protect your information from access by unauthorized persons and against unlawful processing, accidental loss, destruction and damage. Please understand that whenever you voluntarily disclose Personal Information online this information cannot be made one-hundred percent secure and, in some cases, that information can be intercepted, collected and used by others. However, we work hard to protect your information at all times and protect your information in several ways. Your information is stored on a secure server that Modern Craft and can only be accessed through SSH security keys.

5.2 We will maintain your Personal Information of our records unless and until you ask us to delete this information.

6) Scope of this Policy; Third-Party Websites

Although this policy applies to the all site information owned by Modern Craft, it does not apply to businesses or entities that are not owned or controlled by us. This website contains links to other third-party websites. Please be aware that Modern Craft does not claim any responsibility for the privacy practices of these third-party sites. We encourage you to be aware when you leave our site and to take reasonable precautions when sharing your personally identifiable information on third-party websites.

7) Opt-In Policy

You may "opt in" to receive newsletters, and other useful information from us. To unsubscribe from our mailings (except important system and content update information), you may use the unsubscribe link in the footer of each email from Modern Craft.

8) Accessing and Updating

8.1 You are entitled to see the information we hold about you and you may ask us to make any necessary changes to ensure that it is accurate or for its deletion. If you wish to do this, please contact us.
8.2 If we have collected and processed your personal information with your consent, you can withdraw your consent at any time. Withdrawing your consent will not affect the lawfulness of any processing we conducted prior to your withdrawal
8.3 Object to the processing of your personal data: this right entitles you to request that Modern Craft no longer processes your personal data.

9) Changes

We may update this privacy policy from time to time in order to reflect changes to our practices or for other operational, legal or regulatory reasons. Changes will be posted to the site and, where appropriate, through email notification.

10) Contact Us

For more information about our privacy practices, if you have questions, or if you would like to make a complaint, please contact us by e-mail at or by mail using the details provided below:

1700-1177 W Hastings St, Vancouver, BC, V6E 2K3, Canada