Got Culture?

Last week I was honored and blessed to serve, strategize with and write copy for some of the most amazing entrepreneurs on the planet at the December 2013 Infusionsoft Implementation Accelerator.

It’s my third Infusionsoft Implementation Accelerator, and each one gets better.

It’s also my first time seeing their new HQ.  On Day 1, I went on “The Tour”, and here’s the most important part I want to share with you:

Everywhere in plain sight are the company’s goals, values and mission.  And in every person there, it’s all evident.

Infusionsoft "Everest"

The Infusionsoft “Everest”

And the results are too.

New HQ, two more buildings lined up, a doubling in size expected, projected and planned for in the next few years.

Over 17,000 users worldwide, heading for 100,000, over 500 employees, heading for 1,000.

And I knew these guys when they were struggling, when the CEO was handing out books at a marketing conference.  And nobody was lining up to get them.  The growth since then has been breathtaking.

Their secret ingredient?

One thing evident right now is the power of the culture they were smart and lucky enough to plant early and nurture as they grew.

It’s about taking a stand for what you want your business to be all about.  For yourself and your family, for staff, and ultimately to the people you impact, your clients.

As a practical matter, having goals, objectives and values out in plain sight every day has always been a big part of life at Infusionsoft, and I am certain a key part of their success.

What are the core values, the DNA of your business?  Your goals, purpose and mission?

How can you display and live them so everyone involved with your company can see and experience them?

Their culture, the values they live, permeate every interaction with the now 500 some odd employees there.  You hear it in conversations, see it up on the walls, in banners hanging from the ceiling.  On people’s desks.

It starts with mission and purpose, and ends with amazing goals achieved. 

Values, goals and specific strategic and tactical plans to achieve those goals are up on the walls for everyone to see.

I know this must sound like a paid commercial, but I’m dead serious.  You walk in there and witness a miracle unfolding before your eyes.  Not always in a straight line, and sometimes in fits and starts and reversals.

But moving forward inexorably, with a seemingly unstoppable force. Setting, and achieving, one goal after another.

What it looks like on the ground is dedicated people doing a lot of hard, hard, hard work, all heading more or less in one direction, like iron filings in the presence of a magnet.  Like streams of a light focused in an unstoppable laser beam.

These guys and gals work long hours and still have fun.  And because they practice disciplined planning, their aligned focus nets company-wide results.  Not just the awards, like best place to work, or Inc. 500 year after year, or the $54MM in funding from Goldman Sachs.

It’s the stuff that matters: revenues, sales and profitability.

So what’s the takeaway?

As I reflect on lessons learned in 2013 and how to apply them in the coming year, here are some of the big questions I’m asking here at

  • What are our core values?
  • What are we most passionate about?
  • What can we do better than anyone else?
  • What’s our single key profit metric?
  • What’s our #1 “BHAG” (Big Hairy Audacious Goal)?
  • What plans do we have for achieving that goal?
  • Related questions include what’s our mission and purpose?

And most important, how can we better serve YOU in 2014?

I look forward to hearing from you on this.  Please do share your comments below.

About The Author

Mike Connolly

Dan Kennedy Certified Copywriter for Info-Marketers and Infusionsoft Certified Partner, Mike Connolly lives in Boulder, Colorado, builds marketing funnels that rock, and loves cycling (almost) all year round.

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