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dallas-burnett_35_05-07-2025_102841:
Hey everybody.

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We've got a great guest today.

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His name is Brett Hoge.

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He's an inspiring visionary who's
transforming workplaces as the

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co-founder of better Culture, from
his roots in a five time number one,

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best place to work to creating the
game, changing 20 tenets of culture.

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Brett has got some stories that'll
spark your passion for building,

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uplifting, thriving teams.

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You don't want to miss.

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This incredible conversation.

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Welcome to the last 10%.

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Your host, Dallas Burnett, dives
into incredible conversations

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that will inspire you to finish
well and finish strong and strong.

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Listen, as guests share their journeys in
valuable advice on living in the last 10%.

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If you are a leader, a coach.

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A business owner or someone looking to
level up, you are in the right place.

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Remember, you can give 90% effort and
make it a long way, but it's finding

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out how to unlock the last 10%.

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That makes all the difference in your
life, your relationships, and your work.

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Now here's Dallas.

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Welcome, welcome, welcome.

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I am Dallas Burnett, sitting in my
1905 Koch Brothers barber chair.

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In Thrive Studios, but more importantly
today, we have a great guest.

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He's the co-founder of Better Culture.

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He's a true champion of healthy, joyful
workplace cultures, which, you know,

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we all want that here at the last 10%.

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And was it innovative?

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20 tenets of culture program.

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Brett's helping organizations
empower employees and strengthen

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teams and create workplaces that.

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Feel your bucket.

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So I know that you guys are excited
about this incredible conversation.

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Welcome to the show, Brett.

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brett-hoogeveen_1_05-07-2025_092839:
Hey, excited to be here.

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Thank you.

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dallas-burnett_35_05-07-2025_102841: ha.

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it's always fun to, to talk to someone
that, that understands and shares the

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same values and really gets it and
you do with the culture and what your

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approach is to culture and shaping culture
and organizations and your experience

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about creating great places to work.

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So let's start by just sharing with
the listeners, like how does one go?

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to become a culture champion and
start seeing how much culture matters.

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brett-hoogeveen_1_05-07-2025_092839:
it just starts with, I'm wearing

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the t-shirt for a reason here
that says Culture matters, right?

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it starts with understanding that

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dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

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brett-hoogeveen_1_05-07-2025_092839:
Culture matters not just to business,

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but it matters to quality of life.

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dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

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brett-hoogeveen_1_05-07-2025_092839:
for, quality of life, for employees,

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for managers, for spouses and

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dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

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brett-hoogeveen_1_05-07-2025_092839:
and it matters for business performance.

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dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

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brett-hoogeveen_1_05-07-2025_092839:
one of the things that I'm excited

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about coming on your podcast for is
I love this concept of the last 10%,

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dallas-burnett_35_05-07-2025_102841: Mm

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brett-hoogeveen_1_05-07-2025_092839:
often feel like when people don't.

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Most people don't understand
how much value there really is.

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They say the word culture, but
they don't really understand

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dallas-burnett_35_05-07-2025_102841: mm.

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brett-hoogeveen_1_05-07-2025_092839:
it adds real value both to

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business and quality of life.

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And I think catching understanding
that is how you start to

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become a culture champion,

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dallas-burnett_35_05-07-2025_102841:
Yeah, I think so.

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I mean, tell us, tell us a little bit
about your background and your career

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and, how you got to where you're today.

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brett-hoogeveen_1_05-07-2025_092839:
shout out to my father, Dr. Kim Hoge.

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he started a company in
the Omaha, Nebraska area.

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I'm from Omaha, and that organization,
it was called QLI, it's a very

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specialized healthcare company.

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But year after year after year, they
became, voted the number one best

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place to work in the entire city.

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dallas-burnett_35_05-07-2025_102841: Wow.

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brett-hoogeveen_1_05-07-2025_092839: and
during that time, I was in middle school,

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high school, went off to college, et
cetera, and did not have an appreciation

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for really why that mattered so much until
I graduated with an engineering degree,

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went off to get a job, and I realized, oh.

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The world of the real world of work
is nothing like what I heard my father

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talking about for 20 years over, over
the dinner table, you know, as a CEO that

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put culture as the number one priority
in his business every single day.

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dallas-burnett_35_05-07-2025_102841: Wow.

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brett-hoogeveen_1_05-07-2025_092839:
thought that's what every CEO

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did, what every company was like.

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I found out, holy cow, there's a big gap
between what I thought was, you know, what

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work was and what mattered in companies
versus what I saw in the real world.

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and I said, holy cow,
we gotta close that gap.

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dallas-burnett_35_05-07-2025_102841:
Yeah, no, that's, that's really good.

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I mean, I can't imagine, walking into your
first engineering team meeting and going,

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wait a minute, this doesn't feel exactly
like what I, what I thought it would.

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brett-hoogeveen_1_05-07-2025_092839:
and I think so many.

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Unfortunately, so many leaders inside
of companies, they haven't worked

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in, in, let's just say a world class.

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Okay, that's a high level,

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dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

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brett-hoogeveen_1_05-07-2025_092839:
worked in a world class company

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and culture, you just don't
even know what you're missing.

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You just think, oh yeah,
we show up, we do work.

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We, you know, if, if someone's not
meeting expectations, we yell at 'em

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a little bit and you know, we don't.

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Get to know each other and we don't.

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This isn't fun.

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This is work.

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come in and do your job and
what a terrible way to spend,

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dallas-burnett_35_05-07-2025_102841: Yeah,

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brett-hoogeveen_1_05-07-2025_092839:
40% of your life, in my opinion.

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dallas-burnett_35_05-07-2025_102841:
I think that's a really good thing

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to say because again, if you haven't
experienced what it feels like to be

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a part and be inside of a world class.

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Company culture, then really you
don't even know what to compare it to.

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and you had that experience with your
dad and seeing what it was like to lead

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a team that was, best in class, right?

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World class in terms of creating culture.

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But some people they get up and that, and
if you had not had that experience and

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you came and you grew up and your parents
were working somewhere, they were, and

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they were not happy with their culture
and it was just like the way it is what

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you get up and you grumble when you go to
work and you're glad to come home and you.

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You max out your vacations and you try to
get off as much, as much as you can and

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you're like, you know, 'cause that's work.

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and so if that's the, if that's the
mindset that you had grown up in,

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then when you went to that first job
or second or third with engineering

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or whatever, you wouldn't even know
that you were missing anything.

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'cause you were like, yeah,
it stinks and Well, you know,

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it's 'cause it always does.

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'cause my parents said it did.

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On the flip side, you had that.

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I think, I think that's really great.

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Well, you've, you've made a comment
about growing culture from the bottom up.

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I'm curious to see and hear your
opinion on that because, obviously

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I agree with that a hundred percent.

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brett-hoogeveen_1_05-07-2025_092839: Yeah.

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I wanna talk about that.

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if you don't mind, I wanna
mention, you said parents,

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dallas-burnett_35_05-07-2025_102841: Yeah.

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brett-hoogeveen_1_05-07-2025_092839:
grow up and they learn from their parents

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or from their support systems that like
work is almost like a necessary evil

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dallas-burnett_35_05-07-2025_102841: Yes,

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brett-hoogeveen_1_05-07-2025_092839:
are inherently bad.

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dallas-burnett_35_05-07-2025_102841: Yes.

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brett-hoogeveen_1_05-07-2025_092839: to
give you the perspective from one person.

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Who grew up being taught
exactly the opposite.

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I mean, every single day of my life,
my father would say, he would say,

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what you wanna do in your life and
who you wanna associate with is

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people who say, thank God it's Monday.

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dallas-burnett_35_05-07-2025_102841: Yeah.

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Yeah.

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Yeah.

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brett-hoogeveen_1_05-07-2025_092839:
the opposite of the narrative.

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And because when he was building a
company, he was building a culture.

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That's what he preached.

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Like we, we want people that are
excited to be here every single day.

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And there, there is a subset of
people that feel that way, right?

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And

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dallas-burnett_35_05-07-2025_102841:
A hundred percent.

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brett-hoogeveen_1_05-07-2025_092839: have
a great culture, talk that language, look

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for those people, and help everybody else
realize you don't have to hate your job.

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Like there's a totally
different way to go about

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dallas-burnett_35_05-07-2025_102841:
I love how you said that he preached

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that every day because that is so true
and I think that if you're listening

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to this, don't miss that point.

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that the great world-class cultures
don't happen on accident and

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you've got somebody at, somebody in
leadership is doing exactly what you

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just said and that is preaching it.

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Every single day, because we're
always needing that reminder.

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We're always needing that shape
and perspective, and we're battling

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for those beliefs in ways that
really shape how people think.

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and you have to, I share
this example all the time.

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Ford Truck doesn't tell every 16-year-old,
boy that they need to buy a pickup truck.

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And then they tell 'em when
they're 16 and they never.

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See 'em again, No, they tell
you every time you turn on a

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television that you gotta go buy
a Ford truck or buy a Ford truck.

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So it's this shaping of your perspective.

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I think that's so critical.

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I also think that.

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it's so important too because when
you talk about people loving their

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work, I mean, we believe, and when
we preach this as well, and that is,

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is that we're created for a purpose.

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And if you're finding and living in that
purpose and you're delivering value,

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you're gonna be so much more enthusiastic
when you come to work because you feel

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like you have value, you're contributing
to something that has value, and

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that is leaving a mark on the world.

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And you're doing it in a
corporate team environment.

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That's fun, man.

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that should get everybody
excited, you know?

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Should get everybody excited.

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brett-hoogeveen_1_05-07-2025_092839:
it should.

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sorry, I just wanted to take a call
back with you right there because

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dallas-burnett_35_05-07-2025_102841: Yeah.

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brett-hoogeveen_1_05-07-2025_092839:
wanna miss that.

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Right.

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dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

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brett-hoogeveen_1_05-07-2025_092839: that
it's people's perception of what work

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is that is where your culture starts.

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dallas-burnett_35_05-07-2025_102841:
And, you've gotta overcome.

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It's like what you were saying, people,
there are a lot of people that don't

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have that perspective because they
may have not been given that idea,

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they've not been sold that vision.

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And they may have got, they may have
grown up in a household where their

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mom and dad didn't like going to work.

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And so as a leader, it's not saying that.

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if they don't walk in the door and
they have that understanding that

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you're like, you're outta here.

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No, it's saying we are taking that
responsibility on as a leader to project

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and to infuse and everything else.

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We're gonna shape it.

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And so that's our goal.

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So I love that.

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Let's talk about that from the bottom up.

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So how do we start building and
growing our company culture?

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Bottom up.

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brett-hoogeveen_1_05-07-2025_092839:
Yeah, this is the most exciting

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thing in my world here the last
couple years for a decade plus.

214
00:08:53,914 --> 00:08:56,704
We've been working thinking
top down in organizations.

215
00:08:56,704 --> 00:09:00,454
when a, when an organization, whether
that's at a, the C-suite or the manager

216
00:09:00,454 --> 00:09:03,964
of a team, when they say, Hey, look, I
know culture matters and I want to make

217
00:09:03,964 --> 00:09:06,262
improvement there, for the last decade.

218
00:09:06,386 --> 00:09:07,526
perspective has been great.

219
00:09:07,586 --> 00:09:10,496
Let's talk about what leaders need
to do to make that happen, right?

220
00:09:10,526 --> 00:09:11,816
and we teach a whole curriculum.

221
00:09:11,816 --> 00:09:13,916
We have a lot of great
philosophy around that.

222
00:09:14,292 --> 00:09:17,389
a few years back, probably three years
ago, even with our best clients that

223
00:09:17,389 --> 00:09:21,050
we had our deepest engagement with 85,
90% of their employees, like we just

224
00:09:21,050 --> 00:09:24,210
never had a chance to make an impact
on or to communicate directly with.

225
00:09:24,210 --> 00:09:27,510
We'd work with leaders and say, Hey,
it's your job to now build this culture.

226
00:09:28,320 --> 00:09:30,030
we started asking the question well.

227
00:09:30,032 --> 00:09:33,820
What would it look like  think about
how you could help an organization

228
00:09:33,820 --> 00:09:36,640
build a healthier team and
healthier culture from the bottom

229
00:09:36,940 --> 00:09:37,900
dallas-burnett_35_05-07-2025_102841: Yeah.

230
00:09:37,960 --> 00:09:39,460
brett-hoogeveen_1_05-07-2025_092839:
the every employee perspective.

231
00:09:39,520 --> 00:09:42,960
Take the onus a bit off of leadership
and say, how could people lead from

232
00:09:42,960 --> 00:09:45,720
any seat in the organization to
create healthier teams and cultures

233
00:09:45,840 --> 00:09:46,710
dallas-burnett_35_05-07-2025_102841:
I love that.

234
00:09:46,770 --> 00:09:47,375
I love that.

235
00:09:48,030 --> 00:09:50,130
brett-hoogeveen_1_05-07-2025_092839: That
led to a bigger project than we expected.

236
00:09:50,180 --> 00:09:54,260
we spent probably six months, looking at
best practices, research, investigating

237
00:09:54,260 --> 00:09:58,140
our best clients, trying to figure out,
what is it that a superstar employee does

238
00:09:58,455 --> 00:09:59,085
dallas-burnett_35_05-07-2025_102841: Yes.

239
00:09:59,220 --> 00:10:00,390
brett-hoogeveen_1_05-07-2025_092839:
organization across the board.

240
00:10:00,390 --> 00:10:04,650
if an employee comes up, and I'm not
talking technical expertise, but attitude,

241
00:10:04,650 --> 00:10:06,675
behavior, all those types of things.

242
00:10:06,960 --> 00:10:11,040
What is sort of the description of a
universal star employee across industries

243
00:10:11,145 --> 00:10:11,715
dallas-burnett_35_05-07-2025_102841: Yeah.

244
00:10:12,255 --> 00:10:13,605
brett-hoogeveen_1_05-07-2025_092839:
As we got closer and closer to

245
00:10:13,605 --> 00:10:17,245
figuring that out, spoiler, we
ended up with 20 attitudes and

246
00:10:17,245 --> 00:10:19,165
behaviors that we call our 20 tenets.

247
00:10:19,210 --> 00:10:19,500
dallas-burnett_35_05-07-2025_102841: Okay.

248
00:10:19,992 --> 00:10:20,677
brett-hoogeveen_1_05-07-2025_092839:
When we're looking at the

249
00:10:20,677 --> 00:10:22,237
research we were finding, oh yeah.

250
00:10:22,267 --> 00:10:25,507
Like it's almost like a universal
set of core values that, that

251
00:10:25,507 --> 00:10:28,207
across organizations, everybody
would say, these are great things.

252
00:10:28,507 --> 00:10:33,587
What we didn't expect is that before we
finalize that list, we found corresponding

253
00:10:33,587 --> 00:10:37,667
research that says if people will
learn these 20 attitudes and behaviors.

254
00:10:37,907 --> 00:10:38,027
Okay.

255
00:10:38,027 --> 00:10:39,347
Which I'll share some of in a minute,

256
00:10:39,632 --> 00:10:39,922
dallas-burnett_35_05-07-2025_102841: Yeah.

257
00:10:40,054 --> 00:10:41,341
brett-hoogeveen_1_05-07-2025_092839:
They will be more happy and

258
00:10:41,341 --> 00:10:42,841
more successful personally.

259
00:10:43,051 --> 00:10:44,671
So forget company culture.

260
00:10:44,671 --> 00:10:45,481
Forget team health.

261
00:10:45,481 --> 00:10:48,271
We did not expect that there would
be such a correlation between these

262
00:10:48,271 --> 00:10:52,231
behaviors that contribute to great,
healthy, bottom up cultures and

263
00:10:52,231 --> 00:10:54,241
personal success and happiness in life.

264
00:10:54,301 --> 00:10:54,481
And

265
00:10:54,556 --> 00:10:55,156
dallas-burnett_35_05-07-2025_102841:
A hundred percent.

266
00:10:55,201 --> 00:10:56,941
brett-hoogeveen_1_05-07-2025_092839:
was this correlation, we said,

267
00:10:56,941 --> 00:10:59,911
okay, all 20, whatever number
it comes out to be, ended up 20.

268
00:11:00,121 --> 00:11:02,971
We have to be able to say, if employees
will lean into these behaviors,

269
00:11:03,091 --> 00:11:05,731
not only is it good for teams and
cultures, but it's good for them.

270
00:11:05,986 --> 00:11:06,616
dallas-burnett_35_05-07-2025_102841: Yeah.

271
00:11:06,801 --> 00:11:08,541
brett-hoogeveen_1_05-07-2025_092839: what
has gotten me so jazzed up and excited

272
00:11:08,541 --> 00:11:09,866
about these 20 tenets that we created.

273
00:11:10,051 --> 00:11:11,311
dallas-burnett_35_05-07-2025_102841:
I think that's so true.

274
00:11:11,311 --> 00:11:14,131
And you hear people say all the
time, I was talking to a manager,

275
00:11:14,136 --> 00:11:17,256
a years ago and he was telling
me, he was like, I don't care.

276
00:11:17,556 --> 00:11:20,316
You know what you did
last night or at home.

277
00:11:20,316 --> 00:11:22,116
I don't care if your kid is sick.

278
00:11:22,116 --> 00:11:23,316
I don't care nothing.

279
00:11:23,316 --> 00:11:26,076
He said, I don't care if you're
having you come into work and

280
00:11:26,076 --> 00:11:27,276
I want you to be like this.

281
00:11:27,581 --> 00:11:28,361
That's how I want you to be.

282
00:11:28,361 --> 00:11:30,101
And when you go home, you
can be however you want.

283
00:11:30,101 --> 00:11:32,291
And I just was like, oh, I
was just shaking my hands.

284
00:11:32,411 --> 00:11:33,011
Oh God.

285
00:11:33,311 --> 00:11:36,391
Because it's this idea of
you're one person at home and

286
00:11:36,391 --> 00:11:37,501
you're one person at work.

287
00:11:37,631 --> 00:11:38,261
and I agree.

288
00:11:38,261 --> 00:11:41,686
I understand that there's pressures
and challenges in both arenas.

289
00:11:41,686 --> 00:11:45,226
And I'm not saying that you're exactly
the same, but I am saying that there is

290
00:11:45,226 --> 00:11:46,966
a level of integration that goes there.

291
00:11:46,966 --> 00:11:50,026
You are the same person if you're
struggling at home, if you and your

292
00:11:50,026 --> 00:11:54,074
spouse are having issues, or your
kid is sick, with a. chronic illness

293
00:11:54,074 --> 00:11:57,164
or something, there's no way that
does not affect your performance.

294
00:11:57,164 --> 00:12:01,274
And if you're like, beat down at work
or if you've got some kind of issue

295
00:12:01,274 --> 00:12:04,934
going at work and there's some massive
stress going at work, there's no way

296
00:12:04,934 --> 00:12:06,254
that you're not taking that home.

297
00:12:06,254 --> 00:12:10,184
And so this integration of the two, I
think that you bring your whole self

298
00:12:10,184 --> 00:12:13,184
to your work and you bring your whole
self home, and we've gotta figure

299
00:12:13,184 --> 00:12:15,324
out a way that whole self is healthy.

300
00:12:15,349 --> 00:12:17,809
and thriving and living in that last 10%.

301
00:12:17,809 --> 00:12:18,649
So I love that.

302
00:12:18,989 --> 00:12:19,919
I love that idea.

303
00:12:19,919 --> 00:12:21,569
And the 20 tenants
sound like really great.

304
00:12:21,569 --> 00:12:22,899
So let's talk about a couple of those.

305
00:12:23,199 --> 00:12:26,267
I wanna specifically, because
I like having fun, right?

306
00:12:26,267 --> 00:12:27,137
Like this is good.

307
00:12:27,137 --> 00:12:30,032
And a lot of companies they
don't know, I. They don't know

308
00:12:30,032 --> 00:12:31,352
that they're not having fun.

309
00:12:31,352 --> 00:12:33,302
they're in a grind and
they think it's normal.

310
00:12:33,302 --> 00:12:34,082
You're an engineer.

311
00:12:34,082 --> 00:12:34,592
I'm a chemist.

312
00:12:34,592 --> 00:12:35,312
We know this.

313
00:12:35,312 --> 00:12:36,302
You go in the room, you're like,

314
00:12:36,362 --> 00:12:36,602
brett-hoogeveen_1_05-07-2025_092839: well

315
00:12:36,812 --> 00:12:38,552
dallas-burnett_35_05-07-2025_102841:
my gosh, is this a morgue

316
00:12:38,552 --> 00:12:39,602
or is this a business?

317
00:12:39,602 --> 00:12:40,592
what are we doing here?

318
00:12:40,592 --> 00:12:43,992
And so I. if we're having a good time
and we're enjoying our work, it's

319
00:12:43,992 --> 00:12:45,432
gonna be something that comes out.

320
00:12:45,492 --> 00:12:47,022
It's gonna just become
something that comes out.

321
00:12:47,022 --> 00:12:52,242
So you've said in uplifting work
culture is really critical and

322
00:12:52,242 --> 00:12:53,597
you know who doesn't wanna work?

323
00:12:53,642 --> 00:12:56,462
who wants to work somewhere that doesn't
fill your bucket and you've got a couple

324
00:12:56,462 --> 00:12:59,192
of tenants like upbeat and saying thanks.

325
00:12:59,402 --> 00:13:03,832
how would you talk about the importance of
that idea in filling your bucket at work?

326
00:13:04,413 --> 00:13:06,063
brett-hoogeveen_1_05-07-2025_092839:
Well, so you mentioned upbeat,

327
00:13:06,063 --> 00:13:07,423
you mentioned, saying thanks.

328
00:13:07,473 --> 00:13:08,373
the 20th one.

329
00:13:08,373 --> 00:13:11,973
And it does, it's not a tag, we don't
mean it as a throw on, but our last

330
00:13:11,973 --> 00:13:13,473
one is called Laughing matter too,

331
00:13:13,608 --> 00:13:14,688
dallas-burnett_35_05-07-2025_102841: Yeah.

332
00:13:15,033 --> 00:13:15,603
brett-hoogeveen_1_05-07-2025_092839:
at work.

333
00:13:15,603 --> 00:13:15,903
Right.

334
00:13:16,133 --> 00:13:16,423
dallas-burnett_35_05-07-2025_102841: Yeah.

335
00:13:16,478 --> 00:13:19,278
brett-hoogeveen_1_05-07-2025_092839:
being upbeat in general, I have come just

336
00:13:19,278 --> 00:13:22,478
personally to value this trait in people.

337
00:13:22,483 --> 00:13:24,673
the further I go in life and
the more people that I meet.

338
00:13:24,684 --> 00:13:28,040
I don't wanna spend time with
somebody that's in a bad mood.

339
00:13:28,195 --> 00:13:28,485
dallas-burnett_35_05-07-2025_102841: Yeah.

340
00:13:28,640 --> 00:13:30,350
brett-hoogeveen_1_05-07-2025_092839:
so take this outside of work, right?

341
00:13:30,350 --> 00:13:30,500
Let's

342
00:13:30,555 --> 00:13:30,845
dallas-burnett_35_05-07-2025_102841: Yeah.

343
00:13:30,860 --> 00:13:32,150
brett-hoogeveen_1_05-07-2025_092839:
about your personal life.

344
00:13:32,510 --> 00:13:34,340
Why the heck would I wanna spend my time

345
00:13:34,620 --> 00:13:35,520
gripe and complain?

346
00:13:35,635 --> 00:13:37,285
I have no interest in that.

347
00:13:37,390 --> 00:13:37,610
dallas-burnett_35_05-07-2025_102841: No.

348
00:13:37,765 --> 00:13:38,875
brett-hoogeveen_1_05-07-2025_092839:
up call for people, right?

349
00:13:38,980 --> 00:13:39,270
dallas-burnett_35_05-07-2025_102841: Yeah.

350
00:13:39,397 --> 00:13:40,237
brett-hoogeveen_1_05-07-2025_092839:
if you think that

351
00:13:40,237 --> 00:13:42,157
complaining is conversation.

352
00:13:42,537 --> 00:13:43,077
not to me.

353
00:13:43,077 --> 00:13:43,917
It's not right.

354
00:13:44,277 --> 00:13:47,247
And so, uh, I just have
no interest in that.

355
00:13:47,247 --> 00:13:49,107
It's just a drain on
my time and resources.

356
00:13:49,132 --> 00:13:51,231
I'm just sitting there trying
to say, can I help you?

357
00:13:51,291 --> 00:13:52,641
Would you like me to solve these problems?

358
00:13:52,641 --> 00:13:54,171
Oh, you don't want any helpful advice?

359
00:13:54,201 --> 00:13:54,741
Okay, great.

360
00:13:54,741 --> 00:13:55,851
Go talk to somebody else.

361
00:13:55,851 --> 00:13:56,181
Right?

362
00:13:56,571 --> 00:13:59,241
And that's just in your
personal life and relationships.

363
00:13:59,271 --> 00:14:01,881
It's draining to be a glass,
half empty kind of person

364
00:14:01,881 --> 00:14:03,301
versus a glass half full person.

365
00:14:03,661 --> 00:14:03,991
dallas-burnett_35_05-07-2025_102841: Hmm.

366
00:14:04,031 --> 00:14:06,461
brett-hoogeveen_1_05-07-2025_092839: It's
good for you to be more upbeat because

367
00:14:06,521 --> 00:14:10,341
it becomes a self-fulfilling prophecy
when you say, I mean, I'm not big into

368
00:14:10,341 --> 00:14:11,721
manifesting and things like that's

369
00:14:11,801 --> 00:14:12,011
dallas-burnett_35_05-07-2025_102841: Yeah.

370
00:14:12,011 --> 00:14:12,401
Yeah, yeah,

371
00:14:12,501 --> 00:14:13,041
brett-hoogeveen_1_05-07-2025_092839:
exactly,

372
00:14:13,271 --> 00:14:13,541
dallas-burnett_35_05-07-2025_102841: yeah.

373
00:14:13,581 --> 00:14:15,561
brett-hoogeveen_1_05-07-2025_092839:
do think what you talk about,

374
00:14:15,561 --> 00:14:18,801
what you notice, it becomes
reality and affects your mood.

375
00:14:18,801 --> 00:14:19,461
It affects, you

376
00:14:19,481 --> 00:14:19,841
dallas-burnett_35_05-07-2025_102841: Hmm.

377
00:14:19,851 --> 00:14:20,991
brett-hoogeveen_1_05-07-2025_092839:
overall quality of life.

378
00:14:21,251 --> 00:14:24,521
I think when people aren't getting
coaching to be a little bit more upbeat,

379
00:14:24,521 --> 00:14:26,051
to smile a little more often, to have

380
00:14:26,056 --> 00:14:26,686
dallas-burnett_35_05-07-2025_102841: Hmm.

381
00:14:26,951 --> 00:14:28,511
brett-hoogeveen_1_05-07-2025_092839:
don't take yourself so seriously.

382
00:14:28,751 --> 00:14:29,511
people in.

383
00:14:29,741 --> 00:14:30,731
All across the world.

384
00:14:30,731 --> 00:14:33,701
But in, in North America, there's
a lot of data that shows people are

385
00:14:33,701 --> 00:14:35,081
more stressed than they've ever been.

386
00:14:35,271 --> 00:14:36,621
people have more anxiety, more

387
00:14:36,786 --> 00:14:37,356
dallas-burnett_35_05-07-2025_102841: Yeah.

388
00:14:37,491 --> 00:14:38,031
brett-hoogeveen_1_05-07-2025_092839:
et cetera.

389
00:14:38,211 --> 00:14:40,251
There's all kinds of
complicated reasons for that.

390
00:14:40,401 --> 00:14:43,761
But if you can get at just
generally being more upbeat,

391
00:14:44,226 --> 00:14:44,616
dallas-burnett_35_05-07-2025_102841: Hmm.

392
00:14:44,719 --> 00:14:46,309
brett-hoogeveen_1_05-07-2025_092839:
it's right on the nose of

393
00:14:46,309 --> 00:14:49,129
improvements in quality of life
if you're genuinely more upbeat.

394
00:14:49,429 --> 00:14:51,859
And I think we should be talking to
people about that in the workplace.

395
00:14:51,859 --> 00:14:54,859
Like your mood affects everybody else.

396
00:14:55,069 --> 00:14:56,989
Your vibe affects the tribe, right.

397
00:14:57,289 --> 00:14:58,909
dallas-burnett_35_05-07-2025_102841:
yeah, the vibe affects the tribe.

398
00:14:58,909 --> 00:14:59,479
I like that.

399
00:14:59,479 --> 00:14:59,929
I like that.

400
00:14:59,929 --> 00:15:00,499
I'm writing that down.

401
00:15:00,499 --> 00:15:01,009
It's good the.

402
00:15:01,459 --> 00:15:03,169
brett-hoogeveen_1_05-07-2025_092839:
show up and be a little more upbeat.

403
00:15:03,229 --> 00:15:06,699
And, the clients that I've worked with
that have the healthiest cultures,

404
00:15:06,969 --> 00:15:10,779
like I have one client, they have three
core values, one of them is positive.

405
00:15:10,779 --> 00:15:11,692
I. They mean it.

406
00:15:11,812 --> 00:15:14,902
if you don't show up and you're not
positive, they coach you about it.

407
00:15:15,126 --> 00:15:16,086
give you some grace.

408
00:15:16,116 --> 00:15:17,646
they'll try to, to help you move along.

409
00:15:17,856 --> 00:15:21,436
But ultimately, if you're like IOR showing
up to work and you're just, you know,

410
00:15:21,606 --> 00:15:21,896
dallas-burnett_35_05-07-2025_102841: Yeah.

411
00:15:21,976 --> 00:15:23,236
brett-hoogeveen_1_05-07-2025_092839:
oh, woe is me all the time.

412
00:15:23,236 --> 00:15:24,076
They're gonna say, look,

413
00:15:24,871 --> 00:15:25,981
dallas-burnett_35_05-07-2025_102841:
You don't fit here.

414
00:15:26,041 --> 00:15:26,341
Yeah.

415
00:15:26,386 --> 00:15:26,746
brett-hoogeveen_1_05-07-2025_092839:
you here.

416
00:15:26,776 --> 00:15:30,326
You know, like we want people
who are positive, and be real.

417
00:15:30,366 --> 00:15:31,746
if you're having a rough day, great, no

418
00:15:31,756 --> 00:15:32,046
dallas-burnett_35_05-07-2025_102841: Yeah.

419
00:15:32,586 --> 00:15:34,146
brett-hoogeveen_1_05-07-2025_092839:
But every day can't be a rough day,

420
00:15:34,196 --> 00:15:34,976
dallas-burnett_35_05-07-2025_102841:
exactly.

421
00:15:35,036 --> 00:15:35,756
I like that.

422
00:15:35,756 --> 00:15:36,686
I like the vibe.

423
00:15:36,686 --> 00:15:37,526
Affects the tribe.

424
00:15:37,526 --> 00:15:38,126
I like that.

425
00:15:38,126 --> 00:15:39,266
I like that saying a lot.

426
00:15:39,476 --> 00:15:43,194
Tell me, have you seen, speaking
of this kind of upbeat and having

427
00:15:43,194 --> 00:15:46,624
fun, with the companies and examples
that you've got, do you have.

428
00:15:46,969 --> 00:15:51,519
Some specific examples and it might be
so specific because it's in a certain

429
00:15:51,519 --> 00:15:56,019
company or a certain office or whatever,
but you have some specific ideas of

430
00:15:56,019 --> 00:16:00,219
some things that you've seen companies
do that help them have a good time,

431
00:16:00,219 --> 00:16:01,929
that has really worked well for them.

432
00:16:01,937 --> 00:16:03,666
brett-hoogeveen_1_05-07-2025_092839:
You know, I'm a big believer

433
00:16:03,666 --> 00:16:06,306
in like decentralizing fun,

434
00:16:06,721 --> 00:16:07,201
dallas-burnett_35_05-07-2025_102841: Okay.

435
00:16:07,651 --> 00:16:08,581
brett-hoogeveen_1_05-07-2025_092839:
don't, it depends on the

436
00:16:08,581 --> 00:16:09,391
size of the company, right?

437
00:16:09,391 --> 00:16:12,833
If you're an entrepreneur, entrepreneurial
startup or whatever, like I guess the big.

438
00:16:12,836 --> 00:16:16,055
Point for me is I'm not
great at planning a party

439
00:16:16,400 --> 00:16:16,940
dallas-burnett_35_05-07-2025_102841:
Right, right.

440
00:16:17,045 --> 00:16:17,195
brett-hoogeveen_1_05-07-2025_092839: that,

441
00:16:17,455 --> 00:16:17,745
dallas-burnett_35_05-07-2025_102841: Yeah.

442
00:16:17,935 --> 00:16:18,225
Yeah.

443
00:16:18,455 --> 00:16:20,735
brett-hoogeveen_1_05-07-2025_092839: And
so you can think of that every day being

444
00:16:20,735 --> 00:16:22,955
fun or a quarterly offsite or whatever.

445
00:16:23,135 --> 00:16:24,545
I just know that's not my strength.

446
00:16:24,755 --> 00:16:24,965
And

447
00:16:25,035 --> 00:16:25,115
dallas-burnett_35_05-07-2025_102841: Hmm.

448
00:16:25,565 --> 00:16:27,995
brett-hoogeveen_1_05-07-2025_092839: what
I will do as a leader or as a manager,

449
00:16:28,175 --> 00:16:30,395
is I will specifically tell my fun people

450
00:16:30,835 --> 00:16:30,915
dallas-burnett_35_05-07-2025_102841: Hmm.

451
00:16:31,355 --> 00:16:32,135
brett-hoogeveen_1_05-07-2025_092839:
Please do that.

452
00:16:32,325 --> 00:16:32,615
dallas-burnett_35_05-07-2025_102841: Yeah.

453
00:16:32,885 --> 00:16:33,395
brett-hoogeveen_1_05-07-2025_092839:
the fun.

454
00:16:33,425 --> 00:16:35,375
Please make every team
meeting more enjoyable.

455
00:16:35,525 --> 00:16:39,275
Please, find something entertaining for us
to do at our offsite, you know, et cetera.

456
00:16:39,635 --> 00:16:43,475
What you will find is in any
good sized team, there are there,

457
00:16:43,475 --> 00:16:47,015
there's a few people that are just
naturally enjoyable, entertaining.

458
00:16:47,015 --> 00:16:48,365
People gravitate toward them.

459
00:16:48,880 --> 00:16:49,100
dallas-burnett_35_05-07-2025_102841: Hmm.

460
00:16:49,175 --> 00:16:52,115
brett-hoogeveen_1_05-07-2025_092839: ask
those people in a normal work setting,

461
00:16:52,385 --> 00:16:52,985
dallas-burnett_35_05-07-2025_102841: Yes.

462
00:16:53,075 --> 00:16:53,645
Yes.

463
00:16:53,705 --> 00:16:54,605
brett-hoogeveen_1_05-07-2025_092839:
tell a joke, when they have

464
00:16:54,605 --> 00:16:56,975
some fun, they say, do you think
your company appreciates that?

465
00:16:57,785 --> 00:16:58,535
dallas-burnett_35_05-07-2025_102841: Hmm.

466
00:16:58,625 --> 00:17:01,305
brett-hoogeveen_1_05-07-2025_092839:
those folks will go, ah, I don't think so.

467
00:17:01,365 --> 00:17:03,375
I think my boss thinks it's a distraction.

468
00:17:03,675 --> 00:17:06,055
I think my company thinks, if
you're, if somebody's laughing,

469
00:17:06,055 --> 00:17:06,835
then we're not working.

470
00:17:06,835 --> 00:17:07,855
those kinds of things.

471
00:17:08,185 --> 00:17:13,860
And so as a manager or as a business
owner, unless you explicitly say, I. we

472
00:17:13,860 --> 00:17:18,930
value fun and we value our fun people,
and we even ask them to try to make, every

473
00:17:18,930 --> 00:17:20,520
day just a little bit more enjoyable.

474
00:17:20,910 --> 00:17:23,790
They will tend to think they're
not supposed to do that.

475
00:17:24,275 --> 00:17:24,495
dallas-burnett_35_05-07-2025_102841: Yes.

476
00:17:24,570 --> 00:17:25,980
brett-hoogeveen_1_05-07-2025_092839:
and that's a travesty, honestly.

477
00:17:26,365 --> 00:17:27,370
dallas-burnett_35_05-07-2025_102841:
I think that's great.

478
00:17:27,800 --> 00:17:30,200
I got, there's so many things that
come off of that when you say that

479
00:17:30,200 --> 00:17:34,405
because I, I agree that you need to
find your fun people and give them the

480
00:17:34,405 --> 00:17:38,605
freedom to be fun and have fun, and
then infuse that fun in other places.

481
00:17:38,605 --> 00:17:42,615
Because if they're naturally fun, but
they feel like that, just like what

482
00:17:42,615 --> 00:17:45,925
you said, they feel like they're look
down on for having fun, then that

483
00:17:45,925 --> 00:17:49,105
is not gonna be contagious because
they're gonna always be restrained.

484
00:17:49,315 --> 00:17:52,533
So what you're saying is, I think the two
things that I'm taking away is number one.

485
00:17:52,618 --> 00:17:53,458
Delegate.

486
00:17:53,488 --> 00:17:54,928
don't be afraid to delegate.

487
00:17:54,928 --> 00:17:56,968
And by the way, if you wanna
book on that, there's a new book

488
00:17:56,968 --> 00:17:58,318
out called Caveman Delegation.

489
00:17:58,318 --> 00:18:00,778
It just released in March,
and it's by yours truly.

490
00:18:00,898 --> 00:18:04,828
So, uh, delegate the fun
to someone who is fun.

491
00:18:04,828 --> 00:18:09,218
And number two, give them the freedom to
do that, in a way that can be contagious.

492
00:18:09,218 --> 00:18:10,778
You wanna unlock the contagion?

493
00:18:11,028 --> 00:18:11,628
let it out.

494
00:18:11,628 --> 00:18:12,258
Let it out.

495
00:18:12,288 --> 00:18:15,578
I think I've got a couple examples
I'll share, and I'm gonna totally

496
00:18:15,578 --> 00:18:18,778
steal this from a, a friend of
mine who gave me this example.

497
00:18:18,778 --> 00:18:20,458
Actually, I think he was
a part of both of these.

498
00:18:20,458 --> 00:18:24,568
His, I'm not even gonna say his name,
but his initials are kb. So KB man, if

499
00:18:24,568 --> 00:18:26,678
you're listening, appreciate this content.

500
00:18:26,678 --> 00:18:30,458
But when he was working at a technical
service organization, they were going

501
00:18:30,458 --> 00:18:33,368
out in the field and they were doing
this real technical task and they were

502
00:18:33,518 --> 00:18:35,048
taking these measurements in these rooms.

503
00:18:35,618 --> 00:18:40,198
And what him and his, his, team members
would do is they created something

504
00:18:40,198 --> 00:18:42,318
that was, like essentially a golf game.

505
00:18:42,378 --> 00:18:45,228
Like if you could take this
measurement and you did it the

506
00:18:45,228 --> 00:18:46,668
first time, that was like a birdie.

507
00:18:46,668 --> 00:18:49,578
If you had to take it twice before you
made the adjustment and got it right.

508
00:18:49,728 --> 00:18:51,888
It's par if you did it
three times as a buggy.

509
00:18:52,423 --> 00:18:56,203
the better the score, the faster you
were moving, but you had to get it right.

510
00:18:56,203 --> 00:18:57,973
So they set up this whole game.

511
00:18:57,973 --> 00:19:00,793
Now this was not company sanction,
they're just going out there and

512
00:19:00,793 --> 00:19:04,703
every day it's for bragging rights
of who's doing this, activity.

513
00:19:04,973 --> 00:19:08,243
And, and they did it in
their job just having a game.

514
00:19:08,243 --> 00:19:09,683
They were just making it fun.

515
00:19:09,683 --> 00:19:11,123
And it was just technical.

516
00:19:11,373 --> 00:19:14,223
Kind of could be seen as monotonous
and they turned it into something.

517
00:19:14,233 --> 00:19:16,483
they're, laughing and, whatever,
but they're doing it in a way

518
00:19:16,483 --> 00:19:17,353
that's actually making them.

519
00:19:17,353 --> 00:19:19,213
They were one of the most
productive teams out there.

520
00:19:19,273 --> 00:19:21,433
And so the other thing I think is,

521
00:19:21,883 --> 00:19:22,333
brett-hoogeveen_1_05-07-2025_092839: are.

522
00:19:22,393 --> 00:19:22,453
I

523
00:19:22,573 --> 00:19:22,873
dallas-burnett_35_05-07-2025_102841: yeah.

524
00:19:23,173 --> 00:19:23,413
brett-hoogeveen_1_05-07-2025_092839: that.

525
00:19:23,428 --> 00:19:24,088
dallas-burnett_35_05-07-2025_102841: Yes.

526
00:19:24,358 --> 00:19:26,278
brett-hoogeveen_1_05-07-2025_092839:
I can't cite a very, a specific study

527
00:19:26,278 --> 00:19:30,328
off the top of my head, but I will tell
you that there is this misconception

528
00:19:30,328 --> 00:19:33,598
that, if we're laughing and having
a good time, we must not be working.

529
00:19:33,598 --> 00:19:37,433
I. That is absolutely incorrect.

530
00:19:37,463 --> 00:19:37,643
The

531
00:19:37,738 --> 00:19:37,828
dallas-burnett_35_05-07-2025_102841: Yeah.

532
00:19:38,123 --> 00:19:40,013
brett-hoogeveen_1_05-07-2025_092839:
that are having the most fun, that

533
00:19:40,013 --> 00:19:43,853
are laughing, that you know that who
are really enjoying each other's time

534
00:19:43,913 --> 00:19:46,763
are often the most productive teams.

535
00:19:46,763 --> 00:19:50,483
There is an absolute correlation
between enjoyment, laughter,

536
00:19:50,603 --> 00:19:52,403
fun, and productivity.

537
00:19:52,493 --> 00:19:52,783
dallas-burnett_35_05-07-2025_102841: Yeah.

538
00:19:52,868 --> 00:19:53,873
brett-hoogeveen_1_05-07-2025_092839:
is not the other way around.

539
00:19:54,208 --> 00:19:55,318
dallas-burnett_35_05-07-2025_102841:
Yeah, well, I mean, you look at any

540
00:19:55,318 --> 00:19:58,288
sports team out there, either football
or basketball, and you got one team

541
00:19:58,288 --> 00:20:00,478
that's, high fiving and slapping each
other on the back and they're putting

542
00:20:00,478 --> 00:20:03,358
their hands up, making shots or scoring
touchdowns and they're having a good time.

543
00:20:03,628 --> 00:20:05,758
Or you look at the other team and
they're all tense and they're like

544
00:20:05,758 --> 00:20:08,878
trying, they're all just, yeah, it's
like it's night and day difference and

545
00:20:08,878 --> 00:20:11,998
who's gonna score and win the most, the
people that are most having the most

546
00:20:11,998 --> 00:20:13,798
fun that are in the flow, you know?

547
00:20:13,828 --> 00:20:16,228
'cause you can just kinda get in
the flow and you can perform at

548
00:20:16,228 --> 00:20:17,578
that level when you're having fun.

549
00:20:17,908 --> 00:20:19,318
I think another thing that he did.

550
00:20:19,518 --> 00:20:22,908
there was a Christmas party and it
was just like, you know, we're gonna,

551
00:20:22,938 --> 00:20:26,008
we're gonna do, it was a Christmas
party and it was just like, we're

552
00:20:26,008 --> 00:20:28,468
gonna work in the background and
we're gonna give a couple awards.

553
00:20:28,468 --> 00:20:29,668
And it was like, that was it,

554
00:20:29,828 --> 00:20:30,248
brett-hoogeveen_1_05-07-2025_092839:
Mm-hmm.

555
00:20:30,268 --> 00:20:30,958
dallas-burnett_35_05-07-2025_102841:
and it's fine.

556
00:20:30,958 --> 00:20:34,168
Look, had the dinner, got the
award been done, it was fine.

557
00:20:34,258 --> 00:20:34,528
How.

558
00:20:34,538 --> 00:20:38,993
Ever, Mr. Fun, Mr. Kb comes up
and is Hey, I got this idea.

559
00:20:39,593 --> 00:20:40,193
And it's what?

560
00:20:40,493 --> 00:20:42,973
He's I think we should do
the 12 days of Christmas.

561
00:20:42,973 --> 00:20:44,803
We'll steal the microphone from the band.

562
00:20:44,803 --> 00:20:45,703
We'll get like 12 of us.

563
00:20:45,703 --> 00:20:50,473
We'll rewrite it and we'll write
each one Punking, somebody in our

564
00:20:50,473 --> 00:20:53,343
team like just, you know, It's
just fun, you know, fun gesture.

565
00:20:53,343 --> 00:20:55,353
But we're gonna say just
something fun about him.

566
00:20:55,653 --> 00:20:59,793
And, I said, bro, that sounds awesome.

567
00:20:59,943 --> 00:21:02,433
And so he, sure enough, he
goes and gets a couple guys.

568
00:21:02,433 --> 00:21:05,403
They come back with the 12 days
of Christmas rendition for this

569
00:21:05,403 --> 00:21:08,283
company, with the team that's
in the room for the Christmas.

570
00:21:08,583 --> 00:21:10,953
It turned out to be so hilarious.

571
00:21:11,008 --> 00:21:16,618
Somebody videotaped it and the company put
it on their front TV and played it after

572
00:21:16,618 --> 00:21:21,958
Christmas for like a year, just on repeat
in the lobby because it was hilarious.

573
00:21:22,138 --> 00:21:27,028
And so that's just somebody, it's
exactly to your point, it's delegating

574
00:21:27,028 --> 00:21:29,908
fun to somebody who knows how to
have a good time and freeing them up

575
00:21:29,908 --> 00:21:32,008
to be themselves and be contagious.

576
00:21:32,228 --> 00:21:37,028
And I think your point is so spot on and
it's, it can be in the mundane and it can

577
00:21:37,028 --> 00:21:41,308
be in the moments like a Christmas party
that you should like, make it special.

578
00:21:41,358 --> 00:21:45,348
take this, take the mundane and make
it fun, and take the, take special

579
00:21:45,348 --> 00:21:47,088
moments and you can make those fun too.

580
00:21:47,088 --> 00:21:50,328
And I think those are memories, So both
times I think you can increase funds.

581
00:21:50,328 --> 00:21:51,308
So I love your idea.

582
00:21:51,308 --> 00:21:54,208
I love the te about having
fun and, I think that's great.

583
00:21:54,448 --> 00:21:55,198
Really good stuff.

584
00:21:55,408 --> 00:21:56,378
brett-hoogeveen_1_05-07-2025_092839:
it's simple, but it's

585
00:21:56,398 --> 00:21:57,148
dallas-burnett_35_05-07-2025_102841:
yeah, simple.

586
00:21:57,148 --> 00:21:58,138
let's talk about some more.

587
00:21:58,138 --> 00:22:02,778
I'm interested because your 20 tenants
kind of want to create, a common language.

588
00:22:02,858 --> 00:22:03,278
brett-hoogeveen_1_05-07-2025_092839:
Mm-hmm.

589
00:22:03,298 --> 00:22:05,908
dallas-burnett_35_05-07-2025_102841: have
you seen instances where people are buying

590
00:22:05,908 --> 00:22:09,998
that in and they're using that, in their
company where it helps them give them a

591
00:22:09,998 --> 00:22:12,043
basis to, to grow and shift the culture?

592
00:22:12,047 --> 00:22:12,495
brett-hoogeveen_1_05-07-2025_092839:
I have.

593
00:22:12,495 --> 00:22:12,795
Yeah.

594
00:22:12,845 --> 00:22:16,535
in order to answer that, I want
explain, the way I think about these

595
00:22:16,535 --> 00:22:18,305
20 tenets is really on three levels.

596
00:22:18,335 --> 00:22:18,485
Okay.

597
00:22:19,070 --> 00:22:21,830
And the first is just
a, it's a philosophy.

598
00:22:22,170 --> 00:22:22,390
dallas-burnett_35_05-07-2025_102841: Mm.

599
00:22:22,460 --> 00:22:24,260
brett-hoogeveen_1_05-07-2025_092839:
philosophy that says it is

600
00:22:24,260 --> 00:22:27,170
possible to build healthier teams
and cultures from the bottom up.

601
00:22:27,530 --> 00:22:32,300
And that means any and every employee can
and should do these things to lead from

602
00:22:32,300 --> 00:22:33,920
their position, to build healthier teams.

603
00:22:33,920 --> 00:22:34,850
To build themselves, right?

604
00:22:34,850 --> 00:22:34,940
So

605
00:22:34,970 --> 00:22:35,190
dallas-burnett_35_05-07-2025_102841: Yes.

606
00:22:35,240 --> 00:22:36,050
brett-hoogeveen_1_05-07-2025_092839:
philosophy piece.

607
00:22:36,180 --> 00:22:36,470
dallas-burnett_35_05-07-2025_102841: Yeah.

608
00:22:36,530 --> 00:22:39,050
brett-hoogeveen_1_05-07-2025_092839:
level above that is that what we've

609
00:22:39,050 --> 00:22:41,060
built with 20 tenants is a set of tools.

610
00:22:41,270 --> 00:22:43,190
there's a, there's an assessment video for

611
00:22:43,300 --> 00:22:43,590
dallas-burnett_35_05-07-2025_102841: Okay.

612
00:22:44,030 --> 00:22:45,410
brett-hoogeveen_1_05-07-2025_092839:
There's a coaching video for each

613
00:22:45,760 --> 00:22:46,050
dallas-burnett_35_05-07-2025_102841: Okay.

614
00:22:46,160 --> 00:22:47,690
brett-hoogeveen_1_05-07-2025_092839:
there are discussion exercises.

615
00:22:47,690 --> 00:22:50,360
There are like all kinds of things
that you can use as a set of

616
00:22:50,360 --> 00:22:54,080
tools to encourage growth along
these 20 employee attitudes and

617
00:22:54,455 --> 00:22:55,595
dallas-burnett_35_05-07-2025_102841:
Ah, okay.

618
00:22:56,060 --> 00:22:58,070
brett-hoogeveen_1_05-07-2025_092839:
The third level is, this is only for

619
00:22:58,070 --> 00:23:01,370
like our enterprise clients, but we
built it into a software like if you

620
00:23:01,370 --> 00:23:05,900
wanna operationalize this and not have
any administrative overhead, and just

621
00:23:05,900 --> 00:23:09,260
make sure that there's some continuous
coaching happening inside a system.

622
00:23:09,260 --> 00:23:10,430
You know this, you have a great

623
00:23:10,445 --> 00:23:11,375
a coaching product

624
00:23:11,615 --> 00:23:12,035
dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

625
00:23:12,245 --> 00:23:14,525
brett-hoogeveen_1_05-07-2025_092839:
Software can take the lift off

626
00:23:14,525 --> 00:23:17,525
of managers and everybody else to
make sure that people are doing

627
00:23:17,525 --> 00:23:18,845
these things consistently over

628
00:23:18,940 --> 00:23:19,840
dallas-burnett_35_05-07-2025_102841:
yes, a hundred percent.

629
00:23:20,420 --> 00:23:22,746
brett-hoogeveen_1_05-07-2025_092839: so
I wanted to mention that because, there's

630
00:23:22,746 --> 00:23:26,376
this idea, right, that, yeah, if we invest
in our people and their individual skills

631
00:23:26,376 --> 00:23:27,936
in the right direction, it builds culture.

632
00:23:27,996 --> 00:23:30,576
And then there's like the tool
piece, the level two, which

633
00:23:30,576 --> 00:23:31,716
is, okay, so how do you do it?

634
00:23:31,746 --> 00:23:32,076
Right?

635
00:23:32,431 --> 00:23:36,423
And what I have found is Let's
correlate this to core values, okay.

636
00:23:36,423 --> 00:23:39,088
In an organization, many
organizations have core values,

637
00:23:39,118 --> 00:23:39,478
dallas-burnett_35_05-07-2025_102841: Oh

638
00:23:39,513 --> 00:23:41,508
brett-hoogeveen_1_05-07-2025_092839:
those core values are somewhat similar

639
00:23:41,508 --> 00:23:43,278
to our 20 tenants usually, right?

640
00:23:43,278 --> 00:23:43,398
It

641
00:23:43,668 --> 00:23:44,088
dallas-burnett_35_05-07-2025_102841: yeah.

642
00:23:44,088 --> 00:23:46,368
brett-hoogeveen_1_05-07-2025_092839:
something that is, it's a desired

643
00:23:46,368 --> 00:23:49,278
attitude or behavior, hopefully
for employees to show up and do,

644
00:23:49,488 --> 00:23:50,028
dallas-burnett_35_05-07-2025_102841: Yes.

645
00:23:50,463 --> 00:23:53,793
brett-hoogeveen_1_05-07-2025_092839: But
they don't get a lot of value from those

646
00:23:53,793 --> 00:23:57,143
core values because they don't do a few
obvious things that, when we re-looked

647
00:23:57,143 --> 00:23:59,333
at this and we said, how do you build
a healthier culture from the bottom up?

648
00:23:59,333 --> 00:24:02,333
We said, well, first you gotta
identify the right behaviors.

649
00:24:02,448 --> 00:24:02,868
dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

650
00:24:02,963 --> 00:24:04,343
brett-hoogeveen_1_05-07-2025_092839:
And we did that with these 20 things.

651
00:24:04,343 --> 00:24:05,303
Maybe you've done it with your core

652
00:24:05,438 --> 00:24:05,858
dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

653
00:24:06,593 --> 00:24:07,943
brett-hoogeveen_1_05-07-2025_092839:
What's the step after that?

654
00:24:08,213 --> 00:24:10,924
Well, here's what most teams
and organizations miss, have

655
00:24:10,924 --> 00:24:13,234
you adequately assessed?

656
00:24:14,044 --> 00:24:16,954
of your employees are excelling on
these core values and which are not?

657
00:24:17,314 --> 00:24:18,664
where do people currently stand?

658
00:24:18,664 --> 00:24:19,054
Right?

659
00:24:19,174 --> 00:24:21,754
So you know where you want to go, but
you don't know where you are, right?

660
00:24:21,754 --> 00:24:23,044
So there's an assessment piece.

661
00:24:23,044 --> 00:24:26,774
There's a, we gotta have conversations
about are we living these values or not.

662
00:24:27,059 --> 00:24:27,599
dallas-burnett_35_05-07-2025_102841: Yeah.

663
00:24:27,854 --> 00:24:29,984
brett-hoogeveen_1_05-07-2025_092839: thing
that we do, and we help our organizations

664
00:24:29,984 --> 00:24:31,964
suggest is we have 20 of these things.

665
00:24:32,174 --> 00:24:34,984
We just think since it's in people's
self-interest to get better at

666
00:24:34,984 --> 00:24:37,204
these, we ask people to pick two.

667
00:24:37,924 --> 00:24:40,564
they get to pick which two of
these do you wanna work on?

668
00:24:40,564 --> 00:24:40,774
Which

669
00:24:40,834 --> 00:24:41,944
wanna make progress on?

670
00:24:42,109 --> 00:24:42,559
dallas-burnett_35_05-07-2025_102841: Hmm.

671
00:24:42,904 --> 00:24:44,314
brett-hoogeveen_1_05-07-2025_092839:
for your own benefit, right?

672
00:24:44,444 --> 00:24:45,704
in addition to the team's benefit.

673
00:24:45,704 --> 00:24:46,146
dallas-burnett_35_05-07-2025_102841: Yeah.

674
00:24:46,371 --> 00:24:48,231
brett-hoogeveen_1_05-07-2025_092839:
we try to give coaching content,

675
00:24:48,231 --> 00:24:51,801
suggestions, discussion, activities,
all sorts of ways that people can make

676
00:24:51,801 --> 00:24:55,671
progress hopefully over the course of a
year on the things they wanna work on.

677
00:24:55,671 --> 00:24:55,851
And so

678
00:24:55,926 --> 00:24:56,256
dallas-burnett_35_05-07-2025_102841: Yeah.

679
00:24:56,301 --> 00:24:57,861
brett-hoogeveen_1_05-07-2025_092839: to
get more specific, but I first wanted

680
00:24:57,861 --> 00:24:59,991
to paint that sort of framework for you

681
00:25:00,276 --> 00:25:00,636
dallas-burnett_35_05-07-2025_102841: Yeah.

682
00:25:00,651 --> 00:25:02,481
brett-hoogeveen_1_05-07-2025_092839:
we conceptualize like.

683
00:25:02,786 --> 00:25:07,256
if you have clarity on these attitudes and
behaviors, what does it actually take to

684
00:25:07,256 --> 00:25:09,247
drive steady and continuous improvement?

685
00:25:09,247 --> 00:25:10,655
dallas-burnett_35_05-07-2025_102841:
Yeah, I think that's a great thing.

686
00:25:10,655 --> 00:25:12,545
I like several things
that you said about that.

687
00:25:12,545 --> 00:25:15,605
Number one, just identifying
clarity is fundamental and key.

688
00:25:15,605 --> 00:25:16,500
And I think you're so right.

689
00:25:16,500 --> 00:25:18,660
And I've had this experience as, as well.

690
00:25:18,900 --> 00:25:22,650
When you go into a company and they've
got organizational values or company

691
00:25:22,650 --> 00:25:26,310
values on the wall, and then you go to
the first office to the left and you say,

692
00:25:26,370 --> 00:25:29,120
all right, can you tell me those, Five
values out on the wall, and they're like,

693
00:25:30,050 --> 00:25:34,850
oh, well, and they might get one or two,
you know, and you can tell that, that

694
00:25:34,850 --> 00:25:38,210
it's not saying that they don't believe
that or if they don't want that, it might

695
00:25:38,210 --> 00:25:42,170
be aspirational, it might be actually
lived, but it might just be aspirational.

696
00:25:42,380 --> 00:25:44,870
And the problem is when you point
to that and you say, if your value

697
00:25:44,870 --> 00:25:48,140
is this, tell me three examples
of how you live that value.

698
00:25:48,815 --> 00:25:52,775
Every single, and whether you ask the CEO
or whether you ask an employee if they

699
00:25:52,775 --> 00:25:56,675
can't, if they don't have some things
that they're intentionally driving or

700
00:25:56,675 --> 00:26:00,335
intentionally how they've structured
certain things, like if you, if one

701
00:26:00,335 --> 00:26:03,515
of your own values is developing your
employees and you don't even have a.

702
00:26:04,085 --> 00:26:07,955
A, a learning or coaching system in
your organization, then then you may

703
00:26:07,955 --> 00:26:09,785
not value that might be aspirational.

704
00:26:09,785 --> 00:26:12,825
So you, if you want to value
that, then you've got to figure

705
00:26:12,825 --> 00:26:16,425
out how you're gonna integrate
activities into your organization

706
00:26:16,425 --> 00:26:18,435
and individuals, like you said.

707
00:26:18,435 --> 00:26:21,585
Which I think the second thing
is really focusing on one or

708
00:26:21,585 --> 00:26:23,465
two things to, to improve.

709
00:26:23,465 --> 00:26:25,255
Because again, I love the 20.

710
00:26:25,258 --> 00:26:27,746
Tenets, but you can't eat
the elephant in one bite.

711
00:26:27,746 --> 00:26:29,756
So I love how you say, Hey,
look, we're gonna take it back.

712
00:26:29,996 --> 00:26:31,616
We're gonna say, I need to focus.

713
00:26:31,616 --> 00:26:35,126
What's gonna be most meaningful to
me in our organization is if I focus

714
00:26:35,126 --> 00:26:37,676
on these one or two things, and I'm
gonna get better at these when I get re

715
00:26:37,736 --> 00:26:41,666
when I really perfect this, then we're
gonna move forward and do the next two.

716
00:26:41,966 --> 00:26:43,406
brett-hoogeveen_1_05-07-2025_092839:
so like you give the example, you go

717
00:26:43,406 --> 00:26:44,756
down the hall, you pop into an office.

718
00:26:44,756 --> 00:26:46,826
Let's say you talk to some
employee named Bill in some

719
00:26:46,916 --> 00:26:47,306
dallas-burnett_35_05-07-2025_102841: Yeah.

720
00:26:47,756 --> 00:26:48,026
brett-hoogeveen_1_05-07-2025_092839: Okay?

721
00:26:48,476 --> 00:26:49,886
And you say, bill, what
are the core values?

722
00:26:49,886 --> 00:26:52,286
And Bill, bill scratches his
head and says, ah, I have,

723
00:26:52,286 --> 00:26:53,336
maybe there's one or two.

724
00:26:53,336 --> 00:26:54,476
He can kind of sort of name.

725
00:26:54,836 --> 00:26:55,676
Here's the question.

726
00:26:56,006 --> 00:26:59,366
I'm a big believer in continuous
improvement across all different

727
00:26:59,366 --> 00:27:02,156
aspects of business and
culture should be no exception.

728
00:27:02,156 --> 00:27:03,266
And so here's the question.

729
00:27:03,566 --> 00:27:06,956
Does that company, even if they have
great core values, even if they would

730
00:27:06,956 --> 00:27:10,736
be valuable, if people embrace them, do
they have a plan to make sure Bill is

731
00:27:10,736 --> 00:27:12,956
getting better on any of those values?

732
00:27:13,061 --> 00:27:13,541
dallas-burnett_35_05-07-2025_102841:
Exactly.

733
00:27:13,706 --> 00:27:14,696
brett-hoogeveen_1_05-07-2025_092839:
is no, they don't.

734
00:27:14,771 --> 00:27:15,011
dallas-burnett_35_05-07-2025_102841: Yeah.

735
00:27:15,371 --> 00:27:17,571
brett-hoogeveen_1_05-07-2025_092839: how
hard would it be to say, bill, what's

736
00:27:17,571 --> 00:27:19,131
your strongest core value of ours?

737
00:27:19,131 --> 00:27:19,941
Which one are you best at?

738
00:27:19,941 --> 00:27:20,811
Which one are you worst at?

739
00:27:20,811 --> 00:27:22,101
And which one do you wanna work on?

740
00:27:22,221 --> 00:27:24,891
And then actually to give him
some content to say, how could

741
00:27:24,891 --> 00:27:26,121
I get better at those things?

742
00:27:26,271 --> 00:27:28,821
How could I make progress on
the one that I wanna work on?

743
00:27:29,001 --> 00:27:29,541
dallas-burnett_35_05-07-2025_102841: Yes.

744
00:27:29,781 --> 00:27:31,011
brett-hoogeveen_1_05-07-2025_092839:
teams and companies, cultures aren't

745
00:27:31,011 --> 00:27:34,101
getting any better is 'cause they actually
don't have a plan for improvement.

746
00:27:34,431 --> 00:27:34,731
dallas-burnett_35_05-07-2025_102841:
Right.

747
00:27:34,761 --> 00:27:36,091
brett-hoogeveen_1_05-07-2025_092839:
And so that's what we've tried to

748
00:27:36,091 --> 00:27:37,741
build with this 20 tenets is like

749
00:27:37,891 --> 00:27:38,251
dallas-burnett_35_05-07-2025_102841: Yeah.

750
00:27:38,281 --> 00:27:39,691
brett-hoogeveen_1_05-07-2025_092839:
identify what a star employee

751
00:27:39,691 --> 00:27:41,161
would look like, and then.

752
00:27:41,596 --> 00:27:44,836
Build a process that
actually helps coach people

753
00:27:44,911 --> 00:27:45,361
dallas-burnett_35_05-07-2025_102841: Hmm.

754
00:27:45,466 --> 00:27:46,876
brett-hoogeveen_1_05-07-2025_092839:
everybody to get better and

755
00:27:47,113 --> 00:27:47,923
dallas-burnett_35_05-07-2025_102841:
I love that.

756
00:27:47,983 --> 00:27:48,733
I love that.

757
00:27:48,783 --> 00:27:49,623
I think that's really great.

758
00:27:49,623 --> 00:27:53,103
I love the system, systematic approach
you take to it, because I think sometimes

759
00:27:53,103 --> 00:27:57,966
people, when they hear the word culture,
it really almost feels ethereal.

760
00:27:57,966 --> 00:28:02,316
Like they, they don't, it sounds
like a touchy feely, it sounds like.

761
00:28:02,916 --> 00:28:06,666
Something that is a feelgood thing, but
yeah, that's not how we do it around here.

762
00:28:06,666 --> 00:28:08,196
That's not gonna make me money, you know?

763
00:28:08,196 --> 00:28:10,476
Or that's not gonna make
us our product any better.

764
00:28:10,476 --> 00:28:13,536
It's just something that, yeah, we
just, we have a great culture quo.

765
00:28:13,806 --> 00:28:16,936
I think what you're saying is with
the 20 tenets is, we're gonna land the

766
00:28:16,936 --> 00:28:19,576
plane and a great culture starts with.

767
00:28:19,716 --> 00:28:23,976
At minimum, at least these 20 things
we say, you need to integrate these

768
00:28:23,976 --> 00:28:25,026
things into your organization.

769
00:28:25,026 --> 00:28:26,436
If you do that, you're gonna have it.

770
00:28:26,436 --> 00:28:29,936
So it's not ethereal, it's not
unknowable, it's very straightforward.

771
00:28:29,936 --> 00:28:30,776
It's just intentional.

772
00:28:31,386 --> 00:28:33,216
brett-hoogeveen_1_05-07-2025_092839: It's
intentional, it's baby steps and it's

773
00:28:33,216 --> 00:28:38,167
giving, it's not launching some initiative
that everybody has to fall in line on.

774
00:28:38,527 --> 00:28:41,527
It's really letting people decide where
they want to invest in their growth.

775
00:28:41,527 --> 00:28:44,917
And so 20 sounds like a lot, but
when you think of it that way, I

776
00:28:44,917 --> 00:28:47,707
just want everybody to at least
grab onto two and they're gonna hear

777
00:28:47,707 --> 00:28:49,027
conversations about all of them.

778
00:28:49,357 --> 00:28:49,627
dallas-burnett_35_05-07-2025_102841: Sure.

779
00:28:49,772 --> 00:28:51,032
brett-hoogeveen_1_05-07-2025_092839:
maybe, you know, the first

780
00:28:51,032 --> 00:28:51,992
one is be more coachable,

781
00:28:52,102 --> 00:28:52,402
dallas-burnett_35_05-07-2025_102841: Hmm

782
00:28:53,062 --> 00:28:54,922
brett-hoogeveen_1_05-07-2025_092839:
Understand that you want to be

783
00:28:54,922 --> 00:28:56,242
the person that gets coached if

784
00:28:56,332 --> 00:28:58,402
long-term successful in anything in life.

785
00:28:58,522 --> 00:28:58,972
dallas-burnett_35_05-07-2025_102841: Yeah.

786
00:28:59,242 --> 00:29:00,802
brett-hoogeveen_1_05-07-2025_092839:
and coaching is in your benefit, right?

787
00:29:00,802 --> 00:29:01,642
It's in your interest.

788
00:29:01,957 --> 00:29:02,307
dallas-burnett_35_05-07-2025_102841:
Right.

789
00:29:02,415 --> 00:29:04,755
brett-hoogeveen_1_05-07-2025_092839:
most people, most employees, resent

790
00:29:04,965 --> 00:29:06,915
getting feedback and getting coached,

791
00:29:07,220 --> 00:29:07,340
dallas-burnett_35_05-07-2025_102841: Hmm.

792
00:29:07,682 --> 00:29:08,069
brett-hoogeveen_1_05-07-2025_092839:
right?

793
00:29:08,199 --> 00:29:09,759
hey, my boss has some feedback for me.

794
00:29:09,759 --> 00:29:13,819
Oh, perform like when you hear
negative or feedback that is meant

795
00:29:13,819 --> 00:29:15,982
to, help you be more successful.

796
00:29:16,210 --> 00:29:19,570
you want to be more successful,
your perspective should be awesome.

797
00:29:19,920 --> 00:29:20,170
dallas-burnett_35_05-07-2025_102841: Yeah.

798
00:29:20,215 --> 00:29:20,995
brett-hoogeveen_1_05-07-2025_092839:
thank you for taking the

799
00:29:20,995 --> 00:29:22,195
time to share that with me.

800
00:29:22,435 --> 00:29:24,685
I'm gonna consider it, I'm
gonna work on it, et cetera.

801
00:29:24,696 --> 00:29:28,857
And don't understand why employees
don't get this more naturally, but

802
00:29:28,857 --> 00:29:32,499
take it outside of I. You know,
if you wanna be a better golfer,

803
00:29:32,694 --> 00:29:33,534
dallas-burnett_35_05-07-2025_102841: Yes.

804
00:29:33,759 --> 00:29:36,099
brett-hoogeveen_1_05-07-2025_092839:
I can promise you the ones who are

805
00:29:36,459 --> 00:29:41,019
coachable, who are asking for feedback,
who are getting lessons, who play

806
00:29:41,019 --> 00:29:43,839
with better players, and actually
ask them, Hey, anything I could do

807
00:29:43,839 --> 00:29:46,419
to eliminate the slice, or anything
I could do to, the people that are

808
00:29:46,419 --> 00:29:49,579
actually working on something and are
coachable, they're gonna get better.

809
00:29:49,939 --> 00:29:52,279
And the people that just think, oh, I'm
gonna show up and just do what I do all

810
00:29:52,279 --> 00:29:53,964
the time, they're gonna be the same,

811
00:29:54,099 --> 00:29:54,339
dallas-burnett_35_05-07-2025_102841:
There.

812
00:29:54,339 --> 00:29:54,609
Yeah.

813
00:29:54,609 --> 00:29:55,449
His Groundhog Day.

814
00:29:55,569 --> 00:29:55,929
Yeah.

815
00:29:56,304 --> 00:29:58,547
brett-hoogeveen_1_05-07-2025_092839: being
coachable is extremely valuable, right?

816
00:29:58,876 --> 00:29:59,740
dallas-burnett_35_05-07-2025_102841:
I think I love that.

817
00:29:59,740 --> 00:30:03,460
And I wanna ask you this, of the 20
tenants that you guys have created.

818
00:30:03,776 --> 00:30:10,226
Do you see one or two that seem to be the
ones that either organizations miss the

819
00:30:10,226 --> 00:30:15,566
most or have the hardest time integrating
into their fabric in your experience,

820
00:30:15,566 --> 00:30:19,046
if you were to look at that list of
20 and say, okay, we've got these 20.

821
00:30:19,226 --> 00:30:23,246
Who, which ones of those were in
your experience, it is man, we

822
00:30:23,246 --> 00:30:26,186
can't, this just doesn't work or it's
just been really hard to integrate.

823
00:30:26,197 --> 00:30:27,723
I know that's a tough one, but,

824
00:30:27,761 --> 00:30:28,571
brett-hoogeveen_1_05-07-2025_092839:
looking at my list.

825
00:30:28,586 --> 00:30:29,126
dallas-burnett_35_05-07-2025_102841: yeah.

826
00:30:29,381 --> 00:30:30,041
brett-hoogeveen_1_05-07-2025_092839:
list, but,

827
00:30:31,451 --> 00:30:31,671
dallas-burnett_35_05-07-2025_102841: Ah,

828
00:30:31,933 --> 00:30:33,243
brett-hoogeveen_1_05-07-2025_092839:
I'll give you a couple that come to mind.

829
00:30:33,273 --> 00:30:33,603
Okay.

830
00:30:33,768 --> 00:30:34,098
dallas-burnett_35_05-07-2025_102841: okay.

831
00:30:34,151 --> 00:30:35,990
brett-hoogeveen_1_05-07-2025_092839:
that are the biggest misses,

832
00:30:36,095 --> 00:30:36,425
dallas-burnett_35_05-07-2025_102841: Yeah.

833
00:30:36,800 --> 00:30:39,020
brett-hoogeveen_1_05-07-2025_092839:
that are the organizations

834
00:30:39,020 --> 00:30:40,640
just miss these by a mile.

835
00:30:40,880 --> 00:30:41,000
dallas-burnett_35_05-07-2025_102841: Hmm.

836
00:30:41,381 --> 00:30:43,616
brett-hoogeveen_1_05-07-2025_092839:
One of them is, we, 10 14.

837
00:30:43,616 --> 00:30:44,456
I'll give you my numbers.

838
00:30:44,456 --> 00:30:44,786
Not that it

839
00:30:45,031 --> 00:30:45,321
dallas-burnett_35_05-07-2025_102841: Yeah.

840
00:30:45,468 --> 00:30:46,488
brett-hoogeveen_1_05-07-2025_092839:
it's called All Aboard,

841
00:30:47,088 --> 00:30:47,568
dallas-burnett_35_05-07-2025_102841:
All on board.

842
00:30:47,778 --> 00:30:51,348
brett-hoogeveen_1_05-07-2025_092839: And
the idea here is when your team, when your

843
00:30:51,348 --> 00:30:56,829
company like, makes a decision, it's okay
to have discussion and even disagreement

844
00:30:56,829 --> 00:31:00,894
prior to that making of a decision.

845
00:31:01,274 --> 00:31:01,434
dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

846
00:31:01,794 --> 00:31:03,714
brett-hoogeveen_1_05-07-2025_092839:
But what a great employee does is

847
00:31:03,714 --> 00:31:05,994
they, even if you think it's the
wrong direction or the wrong way

848
00:31:05,994 --> 00:31:07,344
to go, or it wasn't your idea.

849
00:31:08,214 --> 00:31:11,694
quickly as possible after a team
or a company makes that decision.

850
00:31:12,084 --> 00:31:14,394
if you wanna be a rockstar
employee, it's your job to get

851
00:31:14,394 --> 00:31:16,254
on board to be supportive, right?

852
00:31:16,299 --> 00:31:16,689
dallas-burnett_35_05-07-2025_102841: Yeah.

853
00:31:16,689 --> 00:31:16,690
Yeah.

854
00:31:16,832 --> 00:31:18,482
brett-hoogeveen_1_05-07-2025_092839:
and I think the opposite of that is

855
00:31:18,482 --> 00:31:21,586
someone who even five years later,
is just hoping it doesn't work

856
00:31:21,586 --> 00:31:23,056
out so they can say, told you so.

857
00:31:23,296 --> 00:31:23,716
Right.

858
00:31:25,186 --> 00:31:29,146
And there's a lot of people that
deep down, they're holding onto,

859
00:31:29,266 --> 00:31:30,406
eh, not the way I would've done it.

860
00:31:30,406 --> 00:31:31,666
I don't think this is the right thing.

861
00:31:31,666 --> 00:31:33,436
I don't think this is the
right metric to track.

862
00:31:33,436 --> 00:31:34,246
I don't think this is.

863
00:31:34,621 --> 00:31:34,681
dallas-burnett_35_05-07-2025_102841: Yeah.

864
00:31:34,799 --> 00:31:37,709
brett-hoogeveen_1_05-07-2025_092839: and
that really holds back momentum, right?

865
00:31:38,069 --> 00:31:38,579
dallas-burnett_35_05-07-2025_102841:
Agreed.

866
00:31:38,579 --> 00:31:40,349
brett-hoogeveen_1_05-07-2025_092839:
seeking as alignment and buy-in

867
00:31:40,559 --> 00:31:41,129
dallas-burnett_35_05-07-2025_102841:
That's it.

868
00:31:41,669 --> 00:31:44,159
brett-hoogeveen_1_05-07-2025_092839:
in big systems, especially.

869
00:31:44,164 --> 00:31:47,734
You just see a lot of people who
aren't all aboard, who aren't all in.

870
00:31:47,734 --> 00:31:50,794
You know that they resent what
they're being asked to do or what

871
00:31:50,794 --> 00:31:52,684
the team decided or what, et cetera.

872
00:31:53,074 --> 00:31:56,469
And I'm telling you, that is
just an invisible, An anvil that,

873
00:31:56,619 --> 00:31:57,399
dallas-burnett_35_05-07-2025_102841: Yes.

874
00:31:57,429 --> 00:31:59,469
brett-hoogeveen_1_05-07-2025_092839:
around when people don't understand.

875
00:31:59,469 --> 00:32:00,789
we want you to be all aboard.

876
00:32:00,789 --> 00:32:02,019
we want you to have your own opinions.

877
00:32:02,139 --> 00:32:03,159
We want those to be voiced.

878
00:32:03,159 --> 00:32:05,589
We want to have another one of
our tenants friendly friction.

879
00:32:05,739 --> 00:32:06,309
Like we want

880
00:32:06,354 --> 00:32:07,704
open disagreement, we

881
00:32:07,824 --> 00:32:11,844
able to really contest ideas,
but when we make a decision, we

882
00:32:11,844 --> 00:32:13,044
need you to be on board, right?

883
00:32:13,044 --> 00:32:14,844
And to support it and be part of the team.

884
00:32:15,189 --> 00:32:15,309
dallas-burnett_35_05-07-2025_102841: Hmm.

885
00:32:15,504 --> 00:32:16,494
brett-hoogeveen_1_05-07-2025_092839:
so that would be one of 'em.

886
00:32:16,702 --> 00:32:19,322
Another one I'm just gonna
share, this is an odd one.

887
00:32:19,322 --> 00:32:22,022
When people see our list, they
often point to this one right away.

888
00:32:22,412 --> 00:32:23,972
and it's called no gossip,

889
00:32:24,572 --> 00:32:25,022
dallas-burnett_35_05-07-2025_102841: Mm.

890
00:32:25,082 --> 00:32:25,872
brett-hoogeveen_1_05-07-2025_092839:
gossip, and.

891
00:32:26,678 --> 00:32:28,110
Gossip does nobody any good.

892
00:32:28,170 --> 00:32:31,500
You know, saying hurtful, harmful,
spiteful things about people that you

893
00:32:31,500 --> 00:32:34,020
work with, is just nothing but negative.

894
00:32:34,050 --> 00:32:37,611
There's just no upside to
talking behind people's back.

895
00:32:37,711 --> 00:32:42,901
questioning people's motives,
personal drama, whatever it is

896
00:32:42,901 --> 00:32:44,821
there, there's just no upside to

897
00:32:44,991 --> 00:32:45,646
dallas-burnett_35_05-07-2025_102841:
no upside to that.

898
00:32:45,646 --> 00:32:45,826
Yeah.

899
00:32:45,846 --> 00:32:47,436
brett-hoogeveen_1_05-07-2025_092839:
humans are just drawn to it.

900
00:32:47,466 --> 00:32:49,206
we're just drawn to oh, what's the scoop?

901
00:32:49,206 --> 00:32:50,946
Or what, oh yeah, she said that.

902
00:32:52,886 --> 00:32:55,706
in so many work settings,
you just see a lot of gossip

903
00:32:55,986 --> 00:32:56,276
dallas-burnett_35_05-07-2025_102841: Yeah.

904
00:32:56,456 --> 00:32:58,106
brett-hoogeveen_1_05-07-2025_092839:
just not productive.

905
00:32:58,136 --> 00:32:58,556
dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

906
00:32:58,756 --> 00:33:00,016
brett-hoogeveen_1_05-07-2025_092839:
that was one of the things.

907
00:33:00,356 --> 00:33:04,596
When I, worked at a previous company
that had a phenomenal culture that

908
00:33:04,596 --> 00:33:05,706
I mentioned in the introduction,

909
00:33:05,826 --> 00:33:06,116
dallas-burnett_35_05-07-2025_102841: Yeah.

910
00:33:06,636 --> 00:33:08,376
brett-hoogeveen_1_05-07-2025_092839: one
of the biggest, most noticeable things you

911
00:33:08,376 --> 00:33:11,706
just don't see is people don't, they don't
talk bad about each other, like ever.

912
00:33:11,946 --> 00:33:14,076
And if you do, other people
say, what are you doing?

913
00:33:14,076 --> 00:33:14,826
we don't do that here.

914
00:33:14,876 --> 00:33:15,506
she's great.

915
00:33:15,566 --> 00:33:16,046
what are you talking?

916
00:33:16,046 --> 00:33:19,016
they make someone who's gossiping
feel very uncomfortable of

917
00:33:19,016 --> 00:33:20,116
like, why do you say that?

918
00:33:20,349 --> 00:33:21,219
dallas-burnett_35_05-07-2025_102841:
Oh wow.

919
00:33:21,364 --> 00:33:22,114
brett-hoogeveen_1_05-07-2025_092839:
great, whatever.

920
00:33:22,534 --> 00:33:24,814
And it's like there's
antibodies in the system

921
00:33:24,969 --> 00:33:25,419
dallas-burnett_35_05-07-2025_102841: Yes.

922
00:33:25,474 --> 00:33:27,184
brett-hoogeveen_1_05-07-2025_092839:
these toxic things, right?

923
00:33:27,204 --> 00:33:27,819
dallas-burnett_35_05-07-2025_102841:
I love that.

924
00:33:27,874 --> 00:33:29,164
brett-hoogeveen_1_05-07-2025_092839:
get to the highest level of some

925
00:33:29,164 --> 00:33:32,514
of these cultural, perspectives,
they become self-sustaining.

926
00:33:32,514 --> 00:33:35,154
'cause it's no, this is who
we are, this is how we work.

927
00:33:35,381 --> 00:33:36,431
dallas-burnett_35_05-07-2025_102841:
I think that's, I love

928
00:33:36,431 --> 00:33:37,421
both of those examples.

929
00:33:37,421 --> 00:33:40,241
'cause number one, with the
gossip, I just look at gossip and

930
00:33:40,241 --> 00:33:42,281
I say gossip equals distraction.

931
00:33:42,491 --> 00:33:43,511
because there's so much.

932
00:33:43,761 --> 00:33:44,691
There's so much there.

933
00:33:44,691 --> 00:33:48,321
If you're talking about this over here,
then all of a sudden you create drama

934
00:33:48,471 --> 00:33:51,141
and now there's a whole two or three
people, and now they're, now we're

935
00:33:51,141 --> 00:33:55,581
focused on resolving this issue of he
said, she said blah, blah, blah, blah.

936
00:33:55,791 --> 00:33:59,211
And what we're not focused on is
great customer service, is quality

937
00:33:59,211 --> 00:34:02,421
and excellence in our manufacturing
or delivery of that service to the

938
00:34:02,421 --> 00:34:03,891
customer, what the customer thinks.

939
00:34:04,041 --> 00:34:07,011
We're just focused on the drama
and whatever time we're focused

940
00:34:07,011 --> 00:34:08,571
on that is a distraction.

941
00:34:08,571 --> 00:34:10,251
So I think that's really great.

942
00:34:10,251 --> 00:34:12,261
I think the getting on
board thing is so true.

943
00:34:12,501 --> 00:34:16,631
I think there's so many reasons that
can go off track, because there's

944
00:34:16,631 --> 00:34:18,101
personal pride involved, right?

945
00:34:18,101 --> 00:34:21,851
If we have an idea and everybody
doesn't see that, and we get, we kinda

946
00:34:21,851 --> 00:34:25,421
get hurt and oh, a little pity party
a little bit, which is, hey, we're all

947
00:34:25,421 --> 00:34:27,041
susceptible that I'm not throwing shade.

948
00:34:27,041 --> 00:34:30,056
I'm just saying, like you said, the
faster we can snap outta that because.

949
00:34:30,691 --> 00:34:32,731
Really, it's seeing the bigger picture.

950
00:34:32,731 --> 00:34:37,741
I may be in sales and the company may
make a decision and it may negatively

951
00:34:37,741 --> 00:34:42,211
impact my team, but the great there,
the reason is there's a greater good.

952
00:34:42,211 --> 00:34:45,331
And so if I can pull myself back and
see it from other people's perspective

953
00:34:45,331 --> 00:34:50,196
and organization, it may help me
realign my vision and say, oh, okay.

954
00:34:50,196 --> 00:34:52,751
it doesn't help me, but
the pain that I'm feeling.

955
00:34:53,082 --> 00:34:57,097
is the sacrifice and contribution
I'm making to make the team win.

956
00:34:57,397 --> 00:34:59,677
And sometimes it's so hard to
get over that hurdle, right?

957
00:34:59,677 --> 00:35:01,837
It's just so hard to, it's
hard to take that bitter pill.

958
00:35:01,846 --> 00:35:05,264
But I think that to your point is
that if you can move through that

959
00:35:05,264 --> 00:35:08,654
and get on board, that alignment
is gonna keep the momentum going.

960
00:35:08,654 --> 00:35:12,734
And I think it's, like you were saying, if
you're pulling a weight, even if you are

961
00:35:12,824 --> 00:35:17,294
doing it, but you're not all in, you're
never gonna be doing it as well as you

962
00:35:17,294 --> 00:35:20,474
could if you're enthusiastic and engaged
and you really care and you wanna do that.

963
00:35:20,474 --> 00:35:22,454
So it's, a lot of this
stuff is a mental game.

964
00:35:22,454 --> 00:35:25,554
we're trying to shift our mental, trying
to say, how are we perceive these things?

965
00:35:25,794 --> 00:35:27,624
brett-hoogeveen_1_05-07-2025_092839: and
I would say at an individual contributor

966
00:35:27,624 --> 00:35:29,874
level, it's very understandable.

967
00:35:29,924 --> 00:35:33,994
let's say you're a sales producer, and
a change gets made that's gonna affect

968
00:35:33,994 --> 00:35:37,504
your commission schedule, or it's
gonna affect some, it's understandable

969
00:35:37,504 --> 00:35:39,844
to say, I don't support the decision.

970
00:35:39,874 --> 00:35:40,114
I don't,

971
00:35:40,549 --> 00:35:43,334
because it goes against my
self-interest and it's not helpful.

972
00:35:44,129 --> 00:35:45,299
an individual contributor level.

973
00:35:45,299 --> 00:35:48,299
If people feel that way, and that's why
we're coaching these 2010, it's like,

974
00:35:48,329 --> 00:35:51,449
no, I want you to try to understand
and get on board and support it,

975
00:35:51,574 --> 00:35:52,084
dallas-burnett_35_05-07-2025_102841: Yeah.

976
00:35:52,199 --> 00:35:53,369
brett-hoogeveen_1_05-07-2025_092839:
least understandable at an

977
00:35:53,369 --> 00:35:58,134
individual contributor level how
they might  not able to get fully on

978
00:35:58,439 --> 00:35:59,129
dallas-burnett_35_05-07-2025_102841: Sure.

979
00:35:59,154 --> 00:36:00,114
brett-hoogeveen_1_05-07-2025_092839:
leadership level.

980
00:36:00,354 --> 00:36:05,094
If you're the sales director or the
sales leader, that is your responsibility

981
00:36:05,369 --> 00:36:05,849
dallas-burnett_35_05-07-2025_102841: Yeah,

982
00:36:05,904 --> 00:36:06,864
brett-hoogeveen_1_05-07-2025_092839:
for the company, right?

983
00:36:06,929 --> 00:36:07,499
dallas-burnett_35_05-07-2025_102841:
that's right.

984
00:36:07,734 --> 00:36:09,354
brett-hoogeveen_1_05-07-2025_092839:
a leader is saying, Hey, look.

985
00:36:09,719 --> 00:36:13,829
I know this affects my team and my
division, but I'm a leader in this

986
00:36:13,829 --> 00:36:17,719
organization, which means the company is
who I'm ultimately, working for, right?

987
00:36:17,809 --> 00:36:18,109
dallas-burnett_35_05-07-2025_102841: And

988
00:36:18,289 --> 00:36:19,489
brett-hoogeveen_1_05-07-2025_092839:
gotta get on board and be

989
00:36:19,789 --> 00:36:20,329
dallas-burnett_35_05-07-2025_102841:
you better.

990
00:36:20,569 --> 00:36:21,559
And just think about that.

991
00:36:21,559 --> 00:36:23,999
And that's what we're talking
about momentum, because you

992
00:36:23,999 --> 00:36:25,139
mentioned two different scenarios.

993
00:36:25,139 --> 00:36:27,709
If you've got a team you're leading and
the first person says, this is really

994
00:36:27,709 --> 00:36:31,129
hurting us and this is making my job
harder, and they're an individual person.

995
00:36:31,329 --> 00:36:34,299
Their team member, they
don't see the whole picture.

996
00:36:34,299 --> 00:36:35,739
They see the work in front of 'em.

997
00:36:35,919 --> 00:36:39,069
Now, if you're the leader and
you go, I'm not in it either.

998
00:36:39,069 --> 00:36:39,579
You know what?

999
00:36:39,579 --> 00:36:40,899
I think it was a stupid decision.

1000
00:36:40,899 --> 00:36:41,589
I can't believe.

1001
00:36:41,949 --> 00:36:45,639
All of a sudden now that has spread
through that whole team and that whole

1002
00:36:45,639 --> 00:36:48,429
team now is like, and they're gonna
be slower and they're not gonna be.

1003
00:36:48,431 --> 00:36:50,259
You as the leader, it's so important.

1004
00:36:50,259 --> 00:36:53,439
'cause now you've got to
not only say I, I am in it.

1005
00:36:53,499 --> 00:36:54,429
I'm doing it for me.

1006
00:36:54,459 --> 00:36:57,399
You've gotta be able to sell
it to those people and say, no.

1007
00:36:57,579 --> 00:36:58,539
I know it's harder.

1008
00:36:58,539 --> 00:37:00,639
I know it's I, but
listen, it's gonna help.

1009
00:37:00,639 --> 00:37:02,199
We've gotta do this for the team.

1010
00:37:02,199 --> 00:37:03,669
And you're bringing everybody back.

1011
00:37:04,209 --> 00:37:05,799
That's worlds apart.

1012
00:37:05,949 --> 00:37:08,589
That's worlds apart based on
the leader's response to that.

1013
00:37:08,589 --> 00:37:09,669
So I think that's a really great point.

1014
00:37:10,029 --> 00:37:10,839
I think that's a really great point.

1015
00:37:11,034 --> 00:37:12,804
brett-hoogeveen_1_05-07-2025_092839:
that leads me into my number one of all

1016
00:37:12,804 --> 00:37:14,394
the 20 tenets, the number one that I

1017
00:37:14,439 --> 00:37:14,799
dallas-burnett_35_05-07-2025_102841: Oh,

1018
00:37:14,874 --> 00:37:15,744
brett-hoogeveen_1_05-07-2025_092839:
the most things.

1019
00:37:15,849 --> 00:37:16,419
dallas-burnett_35_05-07-2025_102841: okay.

1020
00:37:16,524 --> 00:37:16,584
brett-hoogeveen_1_05-07-2025_092839: it,

1021
00:37:16,884 --> 00:37:17,514
dallas-burnett_35_05-07-2025_102841:
Let's hear it.

1022
00:37:17,514 --> 00:37:18,054
Let's go.

1023
00:37:18,054 --> 00:37:19,044
Yeah.

1024
00:37:19,044 --> 00:37:21,204
brett-hoogeveen_1_05-07-2025_092839:
it's number three, and it's simple words.

1025
00:37:21,204 --> 00:37:25,464
Simple to say, hard to do, but
it's assume positive intent.

1026
00:37:25,464 --> 00:37:25,584
Okay?

1027
00:37:27,024 --> 00:37:29,424
Learn to assume positive
intent from other people.

1028
00:37:29,544 --> 00:37:32,004
All right, so let's keep
that scenario going.

1029
00:37:32,004 --> 00:37:34,949
If you're the sales director, if
you're the, you know, et cetera.

1030
00:37:35,229 --> 00:37:38,944
I, if you're feeling like, Hey, this
decision doesn't make any sense, I don't

1031
00:37:38,944 --> 00:37:42,154
like it, et cetera, that is stemming from.

1032
00:37:42,559 --> 00:37:46,949
Deep down some perspective of not assuming
that whoever made that decision is trying

1033
00:37:46,949 --> 00:37:48,839
to make the best decision for the company,

1034
00:37:49,064 --> 00:37:49,604
dallas-burnett_35_05-07-2025_102841: Yes.

1035
00:37:49,604 --> 00:37:49,994
Yes.

1036
00:37:49,994 --> 00:37:52,274
Mm-hmm.

1037
00:37:52,709 --> 00:37:54,149
brett-hoogeveen_1_05-07-2025_092839:
If you start from a perspective of,

1038
00:37:54,149 --> 00:37:56,339
you know what I assume positive intent

1039
00:37:56,504 --> 00:37:57,074
dallas-burnett_35_05-07-2025_102841: Yes.

1040
00:37:57,419 --> 00:37:58,469
brett-hoogeveen_1_05-07-2025_092839:
the people that are leading this

1041
00:37:58,469 --> 00:38:00,539
organization or the people that
are leading the division, et

1042
00:38:00,539 --> 00:38:02,764
cetera, and that doesn't come.

1043
00:38:03,194 --> 00:38:03,854
Easily

1044
00:38:03,959 --> 00:38:04,049
of

1045
00:38:04,229 --> 00:38:04,949
dallas-burnett_35_05-07-2025_102841: no.

1046
00:38:04,949 --> 00:38:07,619
brett-hoogeveen_1_05-07-2025_092839:
so part of the job of leaders is to

1047
00:38:07,739 --> 00:38:11,729
make sure that we are communicating,
sharing stories, doing PR for other

1048
00:38:11,729 --> 00:38:14,939
department heads, other like people
that have to make these tough decisions.

1049
00:38:15,080 --> 00:38:17,900
can't just snap your fingers and say,
okay, assume positive intent tomorrow.

1050
00:38:18,200 --> 00:38:22,820
But over time, if we're running a high
integrity team, an organization, and

1051
00:38:22,870 --> 00:38:26,200
if you're working for good people that
are trying their best to build a good

1052
00:38:26,200 --> 00:38:30,220
company, it should be an obligation
of everybody to work really hard.

1053
00:38:30,280 --> 00:38:34,720
to build one another's reputations in a
way that you can assume positive intent.

1054
00:38:34,720 --> 00:38:36,850
a decision gets made,
you don't have the info.

1055
00:38:36,910 --> 00:38:38,620
It's okay, I assume.

1056
00:38:38,740 --> 00:38:39,910
Positive intent, right?

1057
00:38:40,060 --> 00:38:42,460
And that affects so many things, right?

1058
00:38:42,460 --> 00:38:44,770
And even just think about inter
interpersonal communications

1059
00:38:44,770 --> 00:38:45,940
between employees, right?

1060
00:38:46,265 --> 00:38:48,005
the conflicts, the things that pop up.

1061
00:38:48,425 --> 00:38:52,655
Ultimately, it's usually can be
stemmed back to somebody's not

1062
00:38:52,655 --> 00:38:55,775
assuming that the other person had
good intent when they said what they

1063
00:38:55,775 --> 00:38:57,785
said or when they did what they did.

1064
00:38:58,005 --> 00:39:01,670
they assume they meant to hurt me or
to insult me, And that just leads to so

1065
00:39:01,670 --> 00:39:04,850
many, unfortunate dramas and conflicts in

1066
00:39:05,050 --> 00:39:06,940
dallas-burnett_35_05-07-2025_102841:
I think you're so spot on with that.

1067
00:39:06,940 --> 00:39:11,930
And I think that as humans, it's
really human nature to fill in the gaps

1068
00:39:12,170 --> 00:39:14,180
that we don't know with a negative.

1069
00:39:14,230 --> 00:39:18,400
you, I know any listener listening
to the last 10%, naturally

1070
00:39:18,640 --> 00:39:20,980
has not known something and
they've jumped to a conclusion.

1071
00:39:21,225 --> 00:39:22,095
That was negative.

1072
00:39:22,155 --> 00:39:25,225
Like you don't have the report, the,
somebody didn't call you in time,

1073
00:39:25,225 --> 00:39:28,525
but the doctor doesn't call you
with your, you know, your medical.

1074
00:39:28,525 --> 00:39:32,875
You're like, oh my God, probably have this
on and I'm losing my, and we just always

1075
00:39:32,875 --> 00:39:35,155
tend to go to the worst case scenario.

1076
00:39:35,305 --> 00:39:36,475
Some people have that.

1077
00:39:36,475 --> 00:39:39,850
More than others, but I think it's
a human condition and I think so

1078
00:39:39,850 --> 00:39:42,940
you have to really intentional,
like you said, because, and I think

1079
00:39:42,940 --> 00:39:45,490
this is a challenge to businesses
as well, I think you said that.

1080
00:39:45,540 --> 00:39:48,810
businesses have to be in the
business of communicating.

1081
00:39:48,810 --> 00:39:52,620
And if you're not communicating
with your team members, all

1082
00:39:52,620 --> 00:39:54,690
you're doing is stressing that.

1083
00:39:54,690 --> 00:39:57,240
Number three, point your
number three point, assume the

1084
00:39:57,240 --> 00:39:59,070
positive intent as a business.

1085
00:39:59,220 --> 00:40:00,930
I want you to have to assume.

1086
00:40:01,285 --> 00:40:02,515
As little as possible.

1087
00:40:03,330 --> 00:40:03,620
brett-hoogeveen_1_05-07-2025_092839: Yeah.

1088
00:40:03,865 --> 00:40:04,615
Overcommunicate.

1089
00:40:04,615 --> 00:40:04,975
Yeah.

1090
00:40:05,095 --> 00:40:07,045
dallas-burnett_35_05-07-2025_102841: I
wanna over communicate, so you don't have

1091
00:40:07,045 --> 00:40:11,585
to, but in the situations that you do,
I want you to know that we're working,

1092
00:40:11,635 --> 00:40:15,295
we're working very hard and you're part
of the team and you can assume the best,

1093
00:40:15,625 --> 00:40:17,575
but hopefully you don't have to do that.

1094
00:40:17,575 --> 00:40:19,430
We don't wanna lean on that one.

1095
00:40:19,585 --> 00:40:21,715
As an organization is we're not
gonna tell anybody anything.

1096
00:40:21,715 --> 00:40:22,225
We're just hope.

1097
00:40:22,225 --> 00:40:23,125
They'll assume the best,

1098
00:40:23,223 --> 00:40:24,813
brett-hoogeveen_1_05-07-2025_092839:
lean on it, but if I could

1099
00:40:24,813 --> 00:40:25,593
go a little deeper here.

1100
00:40:25,638 --> 00:40:26,118
dallas-burnett_35_05-07-2025_102841: yeah.

1101
00:40:26,118 --> 00:40:26,598
Yeah.

1102
00:40:26,733 --> 00:40:27,543
brett-hoogeveen_1_05-07-2025_092839:
these things, they're good for

1103
00:40:27,543 --> 00:40:29,463
your company and your team, but
they're good for you personally.

1104
00:40:29,523 --> 00:40:30,183
dallas-burnett_35_05-07-2025_102841: Yes.

1105
00:40:30,183 --> 00:40:30,633
Yes.

1106
00:40:30,813 --> 00:40:31,623
brett-hoogeveen_1_05-07-2025_092839:
a perfect leader.

1107
00:40:31,648 --> 00:40:33,566
I have all sorts of things
that I'm working on.

1108
00:40:33,836 --> 00:40:34,946
of all 20 of these things.

1109
00:40:34,946 --> 00:40:36,986
I will tell you this one
is like my superpower.

1110
00:40:37,076 --> 00:40:37,436
Okay?

1111
00:40:37,856 --> 00:40:41,456
I am really good at
assuming positive intent.

1112
00:40:41,456 --> 00:40:41,606
When

1113
00:40:41,651 --> 00:40:42,281
dallas-burnett_35_05-07-2025_102841:
That's awesome.

1114
00:40:42,326 --> 00:40:44,186
brett-hoogeveen_1_05-07-2025_092839:
off in traffic, I just think, man,

1115
00:40:44,186 --> 00:40:45,146
they must have somewhere to go.

1116
00:40:45,366 --> 00:40:47,611
if I come outside, I'm not kidding.

1117
00:40:47,671 --> 00:40:47,821
I

1118
00:40:47,836 --> 00:40:48,706
dallas-burnett_35_05-07-2025_102841:
That's awesome.

1119
00:40:49,081 --> 00:40:50,701
brett-hoogeveen_1_05-07-2025_092839:
It drives my wife nuts, but like

1120
00:40:50,701 --> 00:40:54,091
I'll come outside and if somebody's
walked their dog and there's somebody

1121
00:40:54,331 --> 00:40:56,461
left, a left some poo in my front

1122
00:40:56,531 --> 00:40:57,221
dallas-burnett_35_05-07-2025_102841:
Yeah, yeah,

1123
00:40:57,378 --> 00:40:58,578
brett-hoogeveen_1_05-07-2025_092839:
a lot of people would walk

1124
00:40:58,578 --> 00:41:01,398
outside and they would go, oh
my gosh, what a jerk, et cetera.

1125
00:41:01,483 --> 00:41:01,773
dallas-burnett_35_05-07-2025_102841: yeah.

1126
00:41:01,878 --> 00:41:03,108
brett-hoogeveen_1_05-07-2025_092839:
will walk outside and I'll go, oh

1127
00:41:03,108 --> 00:41:04,308
man, I bet they felt really bad.

1128
00:41:04,308 --> 00:41:05,718
They must have forgot to bring a bag.

1129
00:41:05,993 --> 00:41:07,253
and I will, and I mean it.

1130
00:41:07,253 --> 00:41:07,643
Like I

1131
00:41:07,728 --> 00:41:08,018
dallas-burnett_35_05-07-2025_102841: yeah,

1132
00:41:08,303 --> 00:41:08,843
brett-hoogeveen_1_05-07-2025_092839:
good at this.

1133
00:41:08,843 --> 00:41:11,678
And what I will tell you
is I. don't get upset.

1134
00:41:11,738 --> 00:41:12,008
I don't

1135
00:41:12,118 --> 00:41:12,773
dallas-burnett_35_05-07-2025_102841:
yeah, yeah.

1136
00:41:12,831 --> 00:41:14,481
brett-hoogeveen_1_05-07-2025_092839:
I'm happy all the time\

1137
00:41:14,701 --> 00:41:14,991
dallas-burnett_35_05-07-2025_102841: Yeah.

1138
00:41:15,081 --> 00:41:17,301
brett-hoogeveen_1_05-07-2025_092839:
I am so good at assuming positive

1139
00:41:17,301 --> 00:41:18,351
intent from other people.

1140
00:41:18,546 --> 00:41:19,716
in my own self-interest.

1141
00:41:19,941 --> 00:41:20,751
dallas-burnett_35_05-07-2025_102841:
It is.

1142
00:41:20,796 --> 00:41:22,926
brett-hoogeveen_1_05-07-2025_092839:
am happier because of it.

1143
00:41:23,151 --> 00:41:23,841
dallas-burnett_35_05-07-2025_102841: Yes.

1144
00:41:23,961 --> 00:41:24,531
Yes.

1145
00:41:24,598 --> 00:41:26,428
brett-hoogeveen_1_05-07-2025_092839:
so it's good for teams and cultures,

1146
00:41:26,458 --> 00:41:29,578
obviously, if people can assume
positive intent from one another.

1147
00:41:29,698 --> 00:41:33,038
And what I have seen so many people
destroy relationships because.

1148
00:41:33,353 --> 00:41:34,223
They can't do this.

1149
00:41:34,223 --> 00:41:37,673
they assume the worst and then
they don't talk about it and

1150
00:41:37,673 --> 00:41:39,533
aspire and oh my goodness.

1151
00:41:39,773 --> 00:41:40,193
dallas-burnett_35_05-07-2025_102841: Yeah.

1152
00:41:40,253 --> 00:41:41,543
brett-hoogeveen_1_05-07-2025_092839:
start telling yourself, oh, I'm sure

1153
00:41:41,543 --> 00:41:44,583
they didn't mean it that way, and
move on, you will be so much happier.

1154
00:41:44,928 --> 00:41:45,618
dallas-burnett_35_05-07-2025_102841:
I love it.

1155
00:41:45,648 --> 00:41:49,338
Listen, listeners of the
last 10%, take it from Brett.

1156
00:41:49,668 --> 00:41:51,558
Assume positive intent.

1157
00:41:51,828 --> 00:41:55,548
You guys gotta be like Brett on this
one 'cause he has a superpower of that.

1158
00:41:55,548 --> 00:41:59,088
That's a great story and I think
it's so true when you do it well.

1159
00:41:59,088 --> 00:42:01,083
I. All you're doing is helping yourself.

1160
00:42:01,133 --> 00:42:04,253
you're essentially eliminating just
a lot of negative energy and a lot

1161
00:42:04,253 --> 00:42:07,473
of just stress and anxiety, which
is, putting cortisol on your body.

1162
00:42:07,473 --> 00:42:09,243
And we all know the
negative effects of that.

1163
00:42:09,573 --> 00:42:13,083
And so I just, I think that's really
great and, and I think that's true.

1164
00:42:13,208 --> 00:42:15,308
I love all of your tendencies are great.

1165
00:42:15,678 --> 00:42:17,028
I'll ask you one more
question then we'll go.

1166
00:42:17,193 --> 00:42:20,493
If your dad was to give, now you
made a comment earlier of him being

1167
00:42:20,493 --> 00:42:24,663
able to preach of culture, but if
your dad was on the show today and

1168
00:42:24,663 --> 00:42:27,813
he said, all right, there's one
thing, remember this one thing.

1169
00:42:27,813 --> 00:42:29,883
Remember the movie scene
one, there's this one thing.

1170
00:42:30,303 --> 00:42:33,663
If he was to say there was one piece of
advice that he would give organizations

1171
00:42:33,663 --> 00:42:39,148
that were looking to move into the
last 10% of organizational world-class

1172
00:42:39,148 --> 00:42:42,628
culture, what do you think he would
say to the organizational leaders?

1173
00:42:42,659 --> 00:42:43,948
brett-hoogeveen_1_05-07-2025_092839:
He says a lot of things.

1174
00:42:44,008 --> 00:42:44,428
All right.

1175
00:42:46,183 --> 00:42:46,633
dallas-burnett_35_05-07-2025_102841: Yes.

1176
00:42:46,993 --> 00:42:48,043
brett-hoogeveen_1_05-07-2025_092839:
on the day, you might get a

1177
00:42:48,043 --> 00:42:48,823
different piece of advice.

1178
00:42:48,823 --> 00:42:49,243
But I'll share

1179
00:42:49,588 --> 00:42:50,998
that we believe at better culture.

1180
00:42:51,058 --> 00:42:52,678
And this is aspirational, okay?

1181
00:42:52,738 --> 00:42:53,008
dallas-burnett_35_05-07-2025_102841:
right.

1182
00:42:53,008 --> 00:42:53,188
Yeah.

1183
00:42:53,193 --> 00:42:53,413
Yeah.

1184
00:42:53,968 --> 00:42:55,048
brett-hoogeveen_1_05-07-2025_092839:
But if you want to have a

1185
00:42:55,048 --> 00:42:59,668
healthy team and culture, if you
will, make it your goal, okay?

1186
00:42:59,938 --> 00:43:01,048
Now, be careful about this.

1187
00:43:01,048 --> 00:43:01,288
Don't,

1188
00:43:01,348 --> 00:43:01,678
dallas-burnett_35_05-07-2025_102841:
Mm-hmm.

1189
00:43:01,858 --> 00:43:03,688
brett-hoogeveen_1_05-07-2025_092839:
it out loud right away, but if

1190
00:43:03,688 --> 00:43:06,888
you will make it your goal that
every employee in your company will

1191
00:43:06,888 --> 00:43:08,718
report to a world class manager.

1192
00:43:09,213 --> 00:43:10,623
That's a game changer, right?

1193
00:43:10,668 --> 00:43:16,068
So because you're acknowledging culture
matters, people's work experience matters.

1194
00:43:16,458 --> 00:43:20,838
And about 50 to 70% data shows of
how an employee feels about their

1195
00:43:20,838 --> 00:43:24,678
whole company is related to the
relationship they have with their boss

1196
00:43:24,688 --> 00:43:26,308
and their team, but their boss largely.

1197
00:43:26,323 --> 00:43:27,823
If you tell me culture matters.

1198
00:43:28,513 --> 00:43:31,333
are not putting the right people
in management roles, you're not

1199
00:43:31,603 --> 00:43:31,723
dallas-burnett_35_05-07-2025_102841: Hmm,

1200
00:43:31,843 --> 00:43:32,983
brett-hoogeveen_1_05-07-2025_092839:
the way that they lead people.

1201
00:43:33,313 --> 00:43:36,163
then I'm gonna tell you, you're
giving lip service to this idea

1202
00:43:36,163 --> 00:43:37,363
that culture matters, right?

1203
00:43:37,648 --> 00:43:38,248
dallas-burnett_35_05-07-2025_102841: man.

1204
00:43:38,353 --> 00:43:40,633
brett-hoogeveen_1_05-07-2025_092839:
you just, if you have a team, a company

1205
00:43:40,633 --> 00:43:44,203
of a hundred people, and you got 15
managers, and you wanna move the needle

1206
00:43:44,203 --> 00:43:47,263
on culture, those 15 managers are
where you need to look, put the right

1207
00:43:47,263 --> 00:43:50,443
people in the right places and train
'em how to be more effective leaders.

1208
00:43:50,473 --> 00:43:54,043
And, so I think that would
be the number one thing is.

1209
00:43:54,818 --> 00:43:57,643
You've gotta put the right people
in those roles and you gotta train

1210
00:43:57,643 --> 00:43:58,813
'em and teach 'em what, how to lead.

1211
00:43:58,998 --> 00:44:00,348
dallas-burnett_35_05-07-2025_102841:
Couldn't agree with you more.

1212
00:44:00,408 --> 00:44:03,438
You, your leaders are gonna determine
your culture and they're gonna

1213
00:44:03,438 --> 00:44:04,908
drive and they're gonna drive.

1214
00:44:04,908 --> 00:44:05,898
That initiatives.

1215
00:44:05,898 --> 00:44:10,878
Those initiatives, those values, those
20 tenets are all gonna be driven.

1216
00:44:11,283 --> 00:44:13,293
By organizational leaders in your company.

1217
00:44:13,293 --> 00:44:15,603
And if you don't have the
right people there, the rest of

1218
00:44:15,603 --> 00:44:16,593
it's not really gonna matter.

1219
00:44:16,628 --> 00:44:20,321
you can have fired up employees,
but they won't be for long if you

1220
00:44:20,321 --> 00:44:24,101
got leaders throwing buckets of cold
water, on their efforts, so yeah.

1221
00:44:24,131 --> 00:44:25,091
No, I love that.

1222
00:44:25,091 --> 00:44:25,661
I love that.

1223
00:44:25,761 --> 00:44:26,811
I think that's really great.

1224
00:44:26,841 --> 00:44:31,101
That's great advice, and I think
it's a call to organizations.

1225
00:44:31,311 --> 00:44:35,691
It's a call to leaders that are listening
to the last 10% to ask themselves.

1226
00:44:35,691 --> 00:44:37,311
It's time of a little self-reflection.

1227
00:44:37,736 --> 00:44:40,976
Are you the leader that's
moving the ball forward?

1228
00:44:40,976 --> 00:44:44,966
Are you helping not only are you
assuming positive intent, but are

1229
00:44:44,966 --> 00:44:46,466
you helping your teams do that?

1230
00:44:46,776 --> 00:44:48,756
are you on board with company initiatives?

1231
00:44:48,756 --> 00:44:50,136
Are you driving those things forward?

1232
00:44:50,376 --> 00:44:52,746
Are you allowing gossip
in your organization?

1233
00:44:52,926 --> 00:44:55,086
What are the things that you
need to be better at as a leader?

1234
00:44:55,086 --> 00:44:57,546
Because if you're driving
culture forward, you are the

1235
00:44:57,546 --> 00:44:59,376
one, you're the culture keeper.

1236
00:44:59,401 --> 00:45:00,721
I think that's really great advice.

1237
00:45:00,781 --> 00:45:02,761
You made a comment earlier
that really stuck to me.

1238
00:45:02,761 --> 00:45:04,201
You said it was like antibodies.

1239
00:45:04,651 --> 00:45:09,511
I think that's a sign of a really strong
culture is a self-policing culture is when

1240
00:45:09,511 --> 00:45:12,811
you walk into an organization and like
you said, somebody starts sharing gossip

1241
00:45:12,811 --> 00:45:13,771
and they're like, what are you doing?

1242
00:45:13,771 --> 00:45:15,091
that's not, she's great, just fine.

1243
00:45:15,091 --> 00:45:17,971
You know that right there
that those antibodies.

1244
00:45:18,408 --> 00:45:22,398
Are built up over time and they're
throughout the system and it's

1245
00:45:22,398 --> 00:45:25,938
not just localized antibodies,
it's the whole body is protected.

1246
00:45:25,938 --> 00:45:28,878
And I think that's really a
great analogy that you said.

1247
00:45:29,118 --> 00:45:32,478
And so as we're trying to build
those culture antibodies in our

1248
00:45:32,478 --> 00:45:37,728
organizations, if somebody wanted
to learn more about you and your.

1249
00:45:37,968 --> 00:45:40,803
better culture and just all the
things that you guys are into your

1250
00:45:40,803 --> 00:45:44,703
20 tenants, how can they, how can
they get more information about

1251
00:45:44,703 --> 00:45:46,083
them and find out more about you?

1252
00:45:46,087 --> 00:45:47,539
brett-hoogeveen_1_05-07-2025_092839:
Yeah, you can find me, Brett Hoge

1253
00:45:47,749 --> 00:45:50,839
on LinkedIn or you can go to better
culture.com, our general website.

1254
00:45:51,139 --> 00:45:54,729
But what I really want your
listeners to do, is I'm gonna.

1255
00:45:54,939 --> 00:45:57,939
I'm gonna make a free resource
available to you guys if you'll go

1256
00:45:57,939 --> 00:46:01,509
to better culture.com/last 10 and

1257
00:46:01,639 --> 00:46:01,929
dallas-burnett_35_05-07-2025_102841: Okay.

1258
00:46:02,049 --> 00:46:03,669
brett-hoogeveen_1_05-07-2025_092839:
10, not the word 10, but just,

1259
00:46:03,926 --> 00:46:04,376
dallas-burnett_35_05-07-2025_102841: Yeah,

1260
00:46:04,451 --> 00:46:04,781
brett-hoogeveen_1_05-07-2025_092839: 10

1261
00:46:04,976 --> 00:46:05,366
dallas-burnett_35_05-07-2025_102841:
last in.

1262
00:46:05,944 --> 00:46:07,254
brett-hoogeveen_1_05-07-2025_092839:
I'm gonna give, a free, what we

1263
00:46:07,254 --> 00:46:08,874
call our culture Kickstarter pack.

1264
00:46:08,994 --> 00:46:09,384
And

1265
00:46:09,404 --> 00:46:09,694
dallas-burnett_35_05-07-2025_102841: Okay.

1266
00:46:09,954 --> 00:46:11,934
brett-hoogeveen_1_05-07-2025_092839:
this is we've taken two of these 20

1267
00:46:11,934 --> 00:46:15,184
tenets and we've, we're just giving
away all of our resources completely

1268
00:46:15,184 --> 00:46:17,444
for free, that any leader can use.

1269
00:46:17,924 --> 00:46:20,234
To help build a better
team from the bottom up.

1270
00:46:20,234 --> 00:46:22,874
And so that's a self-assessment you
could do with all your employees.

1271
00:46:22,874 --> 00:46:25,604
That's a coaching video,
content that's discussion.

1272
00:46:25,604 --> 00:46:27,764
It's a, it's like a
team building activity.

1273
00:46:27,824 --> 00:46:31,094
it's a whole bunch of stuff that
you could do to start pushing and

1274
00:46:31,094 --> 00:46:33,014
coaching people to live these values.

1275
00:46:33,014 --> 00:46:34,154
That'll make a big difference.

1276
00:46:34,324 --> 00:46:36,064
and we just released it and it's, I

1277
00:46:36,169 --> 00:46:36,389
dallas-burnett_35_05-07-2025_102841: Wow.

1278
00:46:36,394 --> 00:46:37,744
brett-hoogeveen_1_05-07-2025_092839:
the best resource that we're

1279
00:46:37,744 --> 00:46:39,004
ever, we've given away for free.

1280
00:46:39,004 --> 00:46:42,454
And I just wanna put tools in the
hands of leaders or culture champions

1281
00:46:42,454 --> 00:46:44,254
and say, grab this and try it.

1282
00:46:44,539 --> 00:46:45,859
dallas-burnett_35_05-07-2025_102841:
Mm mm.

1283
00:46:46,014 --> 00:46:46,314
brett-hoogeveen_1_05-07-2025_092839: one.

1284
00:46:46,714 --> 00:46:47,254
dallas-burnett_35_05-07-2025_102841: Okay.

1285
00:46:47,254 --> 00:46:47,704
All right.

1286
00:46:47,704 --> 00:46:49,084
Well this is fantastic.

1287
00:46:49,084 --> 00:46:55,024
So listeners, you got a free tool from
Brett and we are going to, we'll add

1288
00:46:55,024 --> 00:46:57,784
that if you're driving right now, don't
worry, we'll add it to the show notes.

1289
00:46:58,054 --> 00:47:01,924
But, please visit that and get your
free tool and we'll put it out there

1290
00:47:02,074 --> 00:47:05,299
so that you guys can download that
and get some great information On

1291
00:47:05,299 --> 00:47:07,774
culture, you get two of the 20 tenants.

1292
00:47:07,774 --> 00:47:08,404
That's awesome.

1293
00:47:08,464 --> 00:47:09,094
That's really great.

1294
00:47:09,094 --> 00:47:09,874
I appreciate that.

1295
00:47:09,874 --> 00:47:11,684
For our listeners, that's
really gonna be, that's good.

1296
00:47:11,684 --> 00:47:12,554
I'll check it out myself.

1297
00:47:12,554 --> 00:47:14,084
That sounds, it sounds amazing.

1298
00:47:14,334 --> 00:47:15,294
Sounds amazing.

1299
00:47:15,314 --> 00:47:15,524
brett-hoogeveen_1_05-07-2025_092839: tool.

1300
00:47:17,154 --> 00:47:19,404
dallas-burnett_35_05-07-2025_102841:
All right, well listen, we always ask a

1301
00:47:19,404 --> 00:47:23,934
guest on the last 10%, if they were to
have someone that they wanted to listen

1302
00:47:23,934 --> 00:47:28,254
to on the last 10%, who would they
share as a name of a guest they would

1303
00:47:28,254 --> 00:47:30,684
like to see or hear on the last 10%?

1304
00:47:31,756 --> 00:47:31,966
brett-hoogeveen_1_05-07-2025_092839: Yeah.

1305
00:47:31,966 --> 00:47:36,331
Well, well, I think I'll do a shout out
to, one of my friends who, is a speaker,

1306
00:47:36,421 --> 00:47:38,221
has built a really cool business.

1307
00:47:38,251 --> 00:47:41,431
his name's Paul Epstein,
um, runs a company called, a

1308
00:47:41,431 --> 00:47:43,141
brand called win monday.com.

1309
00:47:43,141 --> 00:47:46,111
And it's really about, you know, how
do you, how do you figure out, how

1310
00:47:46,111 --> 00:47:49,881
to be motivated and how to get going,
whatever career path you're on in life.

1311
00:47:49,881 --> 00:47:51,981
And I think Paul's a really
motivating, interesting guy.

1312
00:47:52,221 --> 00:47:52,851
dallas-burnett_35_05-07-2025_102841:
I like that.

1313
00:47:52,851 --> 00:47:54,051
I like win Monday.

1314
00:47:54,051 --> 00:47:57,171
Paul, we'll have to reach out to
Paul and see if he'd be interested

1315
00:47:57,171 --> 00:47:58,521
in coming on the last 10%.

1316
00:47:58,741 --> 00:48:01,321
we definitely like winning on
Monday 'cause it, you can't win it.

1317
00:48:01,351 --> 00:48:03,271
We, you can't win every day
if you don't win Monday.

1318
00:48:03,271 --> 00:48:04,141
so that's good.

1319
00:48:04,141 --> 00:48:04,651
That's good.

1320
00:48:04,951 --> 00:48:07,981
Well, Brett, thank you
for being on the last 10%.

1321
00:48:08,011 --> 00:48:12,121
Thank you for sharing your 20 tenets and
some wisdom as it relates to culture.

1322
00:48:12,121 --> 00:48:15,711
I think the listeners had a great time
listening to, the conversation today.

1323
00:48:15,951 --> 00:48:17,331
We just appreciate you being here.

1324
00:48:17,336 --> 00:48:17,636
brett-hoogeveen_1_05-07-2025_092839: Cool.

1325
00:48:17,696 --> 00:48:18,176
Absolutely.

1326
00:48:18,176 --> 00:48:18,806
Thanks for having me.