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Cracking the code on company culture

How to turn lukewarm customers into raving fans, and disengaged employees into high-performing teams

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This buzzword has all but saturated the contemporary job market, but what exactly does it mean to have a great company culture? On job boards, “culture” often translates to free snacks in the kitchen and limitless vacation days – but that’s missing the mark. Culture is about your company’s identity – a set of shared values and principles. Culture is the heartbeat of your business. 

In this episode of The Tony Robbins Podcast, you’ll hear from Tony on what it takes to crate a raving fan culture – both internally with your employees, and externally with your clients. 

You’ll also hear from two highly respected authors and researchers: David Meerman Scott, a marketing growth strategist who has uncovered the building blocks of what makes people raving fans of certain organizations, and Daniel Coyle – who has dedicated his career to writing about the highest performing people, and cultures, on the planet. 


[00:55] Segment 1: Tony on raving fan culture
[01:40] Introduction: Why is culture important?
[02:45] Story of how FedEx created a raving fan culture
[03:20] FedEx on the verge of bankruptcy
[03:56] The urgent wedding dress delivery
[04:41] Finding a way to deliver the dress
[05:30] The dress is delivered by private plane, on time
[05:50] FedEx gets massive referrals
[06:44] Segment 2: David Meerman Scott on creating fandom
[07:38] Introduction to David’s work on fandom
[08:03] What makes David a raving fan
[08:30] Reiko’s passion for Harry Potter
[09:08] What makes people passionate
[09:50] Fandom comes from connection
[10:09] The 3 things that make someone a true fan
[10:40] Why some people think fandom is impossible
[11:30] How an insurance business created a fanbase
[13:25] How getting closer than usual creates fans
[13:56] How physical proximity creates emotion
[16:00] Getting people in a room together creates connection
[16:20] Importance of the personal zone of space
[16:46] How Tony engages people at events
[17:50] Mirror neurons bring the feeling of connection
[18:16] Creating physical connection virtually
[19:28] The importance of the selfie
[20:40] When customers become a number
[21:36] Focus on what motivates buyers
[22:10] Siri Lindley’s humanistic approach to performance
[25:10] Segment 3: Daniel Coyle on the culture of high performing groups
[26:30] Daniel’s approach to researching culture
[27:12] The 3 behaviors that determine success or failure
[27:35] How safety builds certainty
[28:27] Peter Skillman’s spaghetti tower contest
[30:30] Importance of status management and safety
[31:40] The San Antonio Spurs’ key to longstanding success
[32:26] What Coach Popovich does after a loss
[33:30] Belonging cues are the language of safety
[34:20] Great leaders tell the truth and express care
[35:06] Great cultures are not places of perfect harmony
[35:48] What Sheryl Sandberg asks employees
[36:16] Create safety by keeping an open face
[36:56] Laszlo Bock’s two line email
[37:25] Build bigger lunch tables to create interactions
[38:00] Sharing vulnerability and risk
[38:41] How Navy Seal Commander Dave Cooper created trust
[39:05] The four most important words a leader can say
[39:41] How the vulnerability loop creates trust and performance
[40:50] What Navy Seals do when they finish a mission
[41:44] Creating trust in a life threatening situation
[43:30] The words “tell me more”
[44:15] The “change one thing” question
[44:39] How after action reviews create vulnerability
[45:28] Creating a sense of purpose
[46:25] Johnson and Johnson’s gold standard of crisis response
[47:19] Johnson and Johnson’s credo of “what comes first?”
[48:53] Purpose is really navigation
[49:00] How restauranteur Danny Meyer creates purpose
[49:51] Danny’s value centered slogans
[52:09] The importance of building your own mantra map


About David Meerman Scott

David Meerman Scott spotted the real-time marketing revolution in its infancy and wrote five books about it including The New Rules of Marketing and PR, with more than 400,000 copies sold in English and available in 29 languages from Albanian to Vietnamese. His new book, Fanocracy (available early 2020) explores fandom – and what it is that makes some brands attract not just customers, or even loyal customers – but passionate fans. David is passionate about live music (he’s been to 790 live shows since he was 15 years old), the Apollo lunar program, and surfing.


About Daniel Coyle

Daniel Coyle is the New York Times bestselling author of The Culture Code, The Talent Code, The Little Book of Talent, The Secret Race (co-authored with Tyler Hamilton), Hardball: A Season in Projects, and other books. Winner (with Hamilton) of the 2012 William Hill Sports Book of the Year Prize, he is a contributing editor for Outside Magazine, and works as a special advisor to the Cleveland Indians. Coyle lives in Cleveland, Ohio during the school year and in Homer, Alaska, during the summer with his wife Jen, and their four children.

Team Tony

Team Tony cultivates, curates and shares Tony Robbins’ stories and core principles, to help others achieve an extraordinary life.

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