Building a Team Culture that Prioritizes ‘We’ over ‘Me’
The 1996 Chicago Bulls are widely regarded as one of the best basketball teams in NBA history. But despite having Michael Jordan on their team, arguably the greatest basketball player of all time, the team’s fame supersedes Jordan’s alone. Bulls merchandise abounded and the franchise's home sellout streak extended to 437 games. In short, the team’s success was built on the “we” mentality, where every player understood his role and contribution.
We know this.
We believe that collaboration beats competition, and that it leads to increased breakthroughs in performance and agility. But — how does this translate to real life? To the nitty-gritty of juggling different team member’s aspirations, attitudes, abilities and real-life needs?
How do we build a team culture that prioritizes “we” over “me”?
1. Establish Shared Goals and Make Them Visible
A clear purpose and mission is the most crucial step for collaboration. Where are we headed — and how are we getting there? How does each person’s contribution play a part?
A practical way to do this is by creating team-based goals that are clearly communicated and visible. For example, if you’re working in a sales-driven environment, rather than focusing on individual quotas, shift the narrative to team sales targets. You can even set up a visual progress tracker in a shared space or virtually, where everyone can see how their work is driving the group forward.
A case in point: at a software company, the sales team and the customer success team might have different short-term objectives, but by aligning both departments under the shared goal of improving customer retention, it gives everyone a collective win to strive for. When employees see how their work fits into the larger mission, they’re more motivated to contribute to the team's success.
2. Reward Team-Based Efforts, Not Just Individual Achievements
While recognizing individual accomplishments is important, in a "we"-oriented culture, the spotlight should often shine on collective wins. This could mean shifting your reward system to value teamwork. Instead of just celebrating the top salesperson of the month or the star performer, introduce rewards that acknowledge collaborative success.
For example, when launching a new product, you might reward not just the product development team but also marketing, sales, and customer service for their roles in ensuring its success. Create team-based incentives, such as bonuses that are tied to group performance or recognition programs like "Team of the Quarter."
One great example of this approach comes from Zappos, which famously incentivizes teamwork over individual sales numbers. By focusing on customer satisfaction as a collective goal, Zappos fosters an environment where employees work together to create the best experience for the customer rather than competing against each other. This emphasis on collaboration has been integral to their success as an e-commerce giant.
When starting Forge, we intentionally created a compensation model that encourages shared knowledge and resources, instead of just individual wins. No matter who is recruiting on a particular role, we all share candidates with each other, prioritizing the client and the candidate’s success. This results in team members actively seeking to support each other.
3. Promote Open Communication and Transparency
Another key characteristic of a "we" culture is open communication. Teams that communicate well are more likely to be transparent about their challenges and triumphs, ensuring that everyone is aligned and ready to support one another. Encouraging a feedback-rich environment, where people are empowered to share their thoughts and ideas, fosters trust and reduces misunderstandings.
One way to promote this is by holding regular team check-ins where everyone can share updates, concerns, and ideas. At companies like Pixar, daily “dailies” or review meetings are an essential part of their creative process. Directors and animators come together to review work-in-progress scenes, offer feedback, and collaborate on improvements. No one is too senior to offer or receive feedback, creating an open and transparent environment that keeps the team focused on the shared goal of producing high-quality films.
When team members feel heard and are encouraged to give input, they become more invested in the collective outcome. This transparency not only increases collaboration but also helps address issues before they become larger problems, keeping the team moving forward together.
Yes, Michael Jordan was the star player, and sometimes he DID carry the team on his back. But without the other players, there would have been no team—and no championship.
Every role in a company has its part in moving the organization forward. Noticing and cheering those strengths on creates a more cohesive, stronger team that will beat the competition every time.