Ann Rhoades, workplace culture guru and founder of People Ink, shares her insights into building a strong, authentic culture to attract and retain top talent.

1. How to Build an Authentic, Winning
Culture
January 19, 2016

2. Presenter
Ann Rhoades
HR LeaderandAuthor,Built on Values

4. Weshallseekwhatisbeyond
goodandgreat
-Robert Cooper, PhD.-

6. “Astrong culture canhelp or hurt
performance. Culture canaccount for up
to halfofthe difference inoperating
profit betweentwoorganizations inthe
samebusiness. Shaping aculture is oneof
aleader’s mostimportant jobs; itcanbe
ignored, but onlyforsolong andatone’s
peril.”

8. “Acompany’scultureiseven
moreimportantthanits
leadership,according toa
deloittesurveyof3,300
executives. Atrueculture
ofcaringgoesbeyondperks
andincludesdailybehavior.”

9. Hiring “A”
Players
Continuous
Discipline (CI)
Customer
Branding
Accountability
&Rewards
Values
Blueprint R

10. Values
Blueprint R

13. • Begin theConversation
• Select aValuesWorkout Team
• Performing the ValuesWorkout
• Publish the“First Draft” ofYour Valueswith behaviors
• Publish Your Values BluePrint® andTake iton theRoad
• Create aCompany-wide Implementation PlanandTimeline
ValuesBluePrint®

16. We show respect to our
customers, team members, and
partners by valuing their time,
addressing their challenges,
ideas in order to deliver
world-class service.
We create legendary tales
of adventure.
We communicate
to empower.
We lead passionately
and revile mediocrity.
We are what we say we are,
and we do what we say we'll do.
Company Values

18. Fire Wow Rally Genuine Honorable
Fire in the belly to
change the game
Delight the customer Everyone is a leader Everyone sweeps the
floors
Do the right thing
Mission-driven:
works for more than a
paycheck
High-standards:
goes above and beyond
to deliver the
unexpected
Inspirational:
rallies the team, rallies for
the team
Caring:
stops to help others;
doesn't just walk by
Customer-first:
always puts the
customer's interests first
Take-charge:
acts like an owner,
regardless of title
Captivating:
makes it beautiful
Curious:
digs into root causes;
attacks the disease not
the symptom
Humble:
never says "I," admits
mistakes
Transparent:
tells the truth regardless
of consequences
Unstoppable:
finishes the job; 99%
done is half-done
Fun:
makes people smile
Fearless:
bets big, tinkers
constantly, fails fast,
measures results
Balanced:
sets and respects
boundaries to stay happy
and healthy
Respectful:
treats everyone with
respect
Resourceful:
makes more with less
Values

23. Dear Crewmembers –
Safety has been JetBlue’s #1 value since long before our first flight. Although our business has evolved
considerably over the years, our commitment to safety remains our most important priority as we mark our 15th
anniversary. This spring, to help us maintain and improve our culture of safety, we’re rolling out JetBlue’s new,
industry-leading Safety Policy, a major component of our overall Safety Management System (or SMS).
SMS is a lot more than another airline acronym. Also, “system” in this sense isn’t a computer tool but rather a
fresh approach we’ll take to proactively identify and mitigate risks before they have the chance to become
incidents or accidents. Primarily, this means shifting our methods from being reactive to safety issues to
encouraging more reporting and using your feedback to be more predictive – averting risk and increasing safety.
The Federal Aviation Administration (FAA) has mandated that all U.S. commercial airlines have a Safety
Management System (SMS) in place by 2018. We are enthusiastic about this opportunity to fortify our safety
culture. We are well ahead of the regulatory deadline and, in fact, have created the first plan of its kind here in the
U.S., one we believe will be a model for our industry.
So what’s changing? Reporting your safety concerns has always been an important part of JetBlue's safety
fabric. Our new safety policy encourages you to do more of it, and improves on how we use that information. We
have already established Flight Ops, Inflight, Tech Ops, SOC and Airports risk working groups, as well as a high-
level Safety Review Board, that I personally chair to make sure safety issues are properly evaluated. Together
with our Safety Department, these teams will see that the information we receive when you submit a Safety
Action Report is accounted for and promptly reviewed.
You are the eyes and ears of our operation and action on your feedback ultimately determines the strength of our
safety culture.
Of course, none of this can happen unless we all feel empowered to report potential safety risks or operational
hazards and know we won’t face reprisal for the mere act of reporting (even reporting a mistake you may have
made). We’re all human and mistakes happen. Be mindful that safety-related mistakes could indicate larger
issues within JetBlue that we simply must address – that’s why reporting is so valuable. On the flip side of the
coin, there’s a big difference between human error and intentional reckless behavior which threatens safety – we
have zero tolerance for that.
In the coming weeks and months you’ll hear a lot more about how SMS will affect you. For now, keep doing what
you’re doing – make sure to submit any safety concerns through a Safety Action Report in our JEMS Portal. This
report is a confidential safety report available to all Crewmembers. The Safety Department and your workgroup
leaders will keep you updated as we roll out new processes and procedures for safety reporting. Keeping each
other, our Customers, and our assets safe is truly a team effort – and the most criticalresponsibility we have as
Crewmembers.
Best wishes –

28. Values
Blueprint R Hiring “A”
Players

31. GIVE ME AN EXAMPLE OF
HOW YOU CARED FOR A
CHALLENGING PATIENT.

32. GIVE ME AN EXAMPLE
OF A TIME YOU KNEW
BY TELLING THE TRUTH
YOU WOULD BE
JEOPARDIZING
YOUR JOB.

33. “A”players’
behaviors
consistently
reflectthe
valuesofthe
organization

34. Hiring “A”
Players
Accountability
&Rewards
Values
Blueprint R

36. IT’S ALLABOUT ACCOUNTABILITY!

39. IndividualizedTreatment
Treatfairlynot equally

49. Mark Christensen has appreciated
you with an O.C. Tanner eButton
I am sure Ann and the entire
PeopleInk Team share my
sentiments when I let you know
that you are the "Smartest Cookie"
in the bunch! Thanks for all you do
to make us shine!
Visit octanner.com to learn more.

52. Customer
Branding
Accountability
&Rewards
Values
Blueprint
Hiring “A”
Players

56. Both Kelleher, SWA and
Lewis, Progressive Insurance,
like all the 10Xers we studied,
were nonconformists in the
best sense. They started with
values, purpose, long-term
goals, and severe
performance standards; and
they had the fanatic discipline
to adhere to them.

58. Customer
Branding
Hiring “A”
Players
Accountability
&Rewards
Values
Blueprint
Continuous
Discipline (CI)

65. ELEVEN
AND
COUNTING

69. Q & A
After this webinar, you can join Ann Rhoades in the O.C. Tanner Institute’s Great Work
Community to ask additional questions. If you are not already a community member,
please go to www.greatworkcommunity.com and click “not a member?” to register
for the community. Once your registration is completed, you will be able to post
questions for Ann, and explore all of the resources available in the O.C. Tanner
Institute’s Great Work Community!

70. Thank you for attending!
How to Build an Authentic, Winning
Culture