Creating your Dream Culture - 28 August 2007

It's time to put the cult into culture. Sure, there are good cults and bad cults, but regardless, research shows there are four main reasons why people join cults. These same reasons can be used at work to create a dream culture. Reason #1: Cults are very selective about who they let in. New members must have firm beliefs and values that are aligned to the cult's purpose. At work, we must recruit primarily on cultural fit, but instead we often get caught up on skills and experience. Reason #2: It's a human tendency that people want to belong. We feel more comfortable being with like-minded people. The key lesson is the creation of relationships. Employee loyalty to companies is decreasing, whereas loyalty to peers is increasing.

Reason #3: There is almost always an intense emotional experience that a prospective cult member goes through before making the final decision to join. At work, this kind of experience comes only through intrinsic motivation, which includes doing work that's interesting, meaningful, and that utilises employees' personal talents.

Reason #4: Cults are notorious for showering their members with love and affection, making them reluctant to leave. After all, where else are they going to get such attention? Likewise, we need to show our employees a high level of care and respect, offer since praise and recognition, and help them to achieve a work/life balance.

Unlike companies, cults don't try to create their dream culture by putting up fancy posters which display their values. They're successful in creating dedicated communities because they realise that words are valuable only when role-modelled by the right actions.

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