Culture Is the Way

CHAPTER 1Is Culture Powerful? Ask a Football Coach

Customers will never love a company until the employees love it first.

— Simon Sinek, author of Start with Why

Football was the first “team” that taught me about culture.

As a football player at Indiana University, I first discovered the extraordinary power and capacity of culture. Terry Hoeppner, my head coach at the time, was one of the most remarkable individuals I have ever had the privilege of knowing. Coach Hep, as we called him, was a special, inspiring, and passionate man whom I wrote extensively about in my first book, Winning Plays.

We were the laughingstock of the Big Ten Conference for football when Coach Hep first arrived at Indiana. We were known more for throwing one of the best tailgate parties in the conference than for providing an electrifying atmosphere to watch Big Ten college football.

The energy and enthusiasm for the future of Indiana Football began to shift after Coach Hep arrived and took charge of our team. Coach Hep had an almost magical aura about him, and when people were with him, they felt an openness, kindness, and friendliness. He was convinced that our football program had the potential to be great one day, and he acted accordingly. He continually talked to us about changing the culture of Indiana Football and setting new expectations for us as players. Everything he did, whether it was sharing his favorite poems or quotes before every team meeting, constantly breaking down the program's ...