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| XPLANE 1 
NOVEMBER 19, 2014 
CULTURE DESIGN: MAPPING YOUR COMPANY CULTURE 
General Assembly | San Francisco, CA
CULTURE MAPPING | XPLANE 2 
Goal: for everyone to 
leave with at least one 
new culture mapping 
technique to explore
CULTURE MAPPING | XPLANE 3 
Hi, we are XPLANE 
Design 
Consulting 
Organizational 
Change 
Visual 
Communications
CULTURE MAPPING | XPLANE 4 
words alone words and images
CULTURE MAPPING | XPLANE 5 
Meet your neighbors 
DRAW: The organizational culture value most important to you
CULTURE MAPPING | XPLANE 6 
What is culture?
CULTURE MAPPING | XPLANE 7 
Culture = the habits of a group
| XPLANE 8 
Why is it so hard to describe? 
culture is the set of things that we’ve (unconsciously) 
mutually agreed are n...
CULTURE MAPPING | XPLANE 9 
What questions should a 
culture map answer?
CULTURE MAPPING | XPLANE 10 
What do we value? 
How should we work together? 
What makes people successful here? 
Who shou...
CULTURE MAPPING | XPLANE 11 
“When your values are clear to 
you, making decisions becomes 
easier.” – roy disney
CULTURE MAPPING | XPLANE 12 
How do companies 
document their culture?
CULTURE MAPPING | XPLANE 13
CULTURE MAPPING | XPLANE 14
CULTURE MAPPING | XPLANE 15
CULTURE MAPPING | XPLANE 16
CULTURE MAPPING | XPLANE 17
CULTURE MAPPING | XPLANE 18 
Why do culture 
mapping?
CULTURE MAPPING | XPLANE 19 
Because we want to: 
1. Create it 
2. Understand it 
3. Change it
CULTURE MAPPING | XPLANE 20 
Choose your own adventure! 
Aspirational 
Tell-it-like-it- culture map 
is culture map
CULTURE MAPPING | XPLANE 21 
Creating a 
culture 
Important for: 
start-ups 
high growth 
High change
CULTURE MAPPING | XPLANE 22 
1. Get the right people in the 
room 
2. Ask the right questions 
3. Visualize it (big!) 
4. ...
CULTURE MAPPING | XPLANE 23 
1. Get the right people in the 
room 
2. Ask the right questions 
3. Visualize it (big!) 
4. ...
CULTURE MAPPING | XPLANE 24 
1. Get the right people in the 
room 
2. Ask the right questions 
3. Visualize it (big!) 
4. ...
CULTURE MAPPING | XPLANE 25 
1. Get the right people in the 
room 
2. Ask the right questions 
3. Visualize it (big!) 
4. ...
CULTURE MAPPING | XPLANE 26 
understanding 
a culture 
Important for: 
Mature organizations 
Organizations seeking to 
cha...
CULTURE MAPPING | XPLANE 27 
Various Tools
| XPLANE 28 
Chris Argyris (Harvard) 
Dave Gray (XPLANE founder) 
CULTURE MAPPING 
Edgar schein (mit)
CULTURE MAPPING | XPLANE 29
CULTURE MAPPING | XPLANE 30
CULTURE MAPPING | XPLANE 31 
Evidence
CULTURE MAPPING | XPLANE 32 
Evidence Why?
CULTURE MAPPING | XPLANE 33 
Evidence Why? 
Levers
CULTURE MAPPING | XPLANE 34 
Evidence Why? 
Levers Why?
CULTURE MAPPING | XPLANE 35 
Evidence Why? 
Levers Why? 
Values
CULTURE MAPPING | XPLANE 36 
Evidence Why? 
Levers Why? 
Values 
Why?
CULTURE MAPPING | XPLANE 37 
Evidence Why? 
Levers Why? 
Values 
Why? 
Assumptions
CULTURE MAPPING | XPLANE 38 
Why
CULTURE MAPPING | XPLANE 39 
Espoused Theory 
What we say we value 
Theory - in - use 
What we demonstrate 
with our behav...
CULTURE MAPPING | XPLANE 40 
Evidence Why? 
Levers Why? 
Values 
Why? 
Assumptions 
Espoused theories 
Theories in use
CULTURE MAPPING | XPLANE 41 
A TOOL 
Dave Gray (XPLANE founder)
CULTURE MAPPING | XPLANE 42
CULTURE MAPPING | XPLANE 43
CULTURE MAPPING | XPLANE 44 
Our Story
CULTURE MAPPING | XPLANE 45 
We 
Created 
It.
CULTURE MAPPING | XPLANE 46 
We 
continually seek 
to refine & understand it.
CULTURE MAPPING | XPLANE 47
CULTURE MAPPING | XPLANE 48
CULTURE MAPPING | XPLANE 49 
Choose your own adventure!
CULTURE MAPPING | XPLANE 50 
Thank you! 
Kathryn jarrell - kjarrell@xplane.com 
Stephanie gioia - sgioia@xplane.com
CULTURE MAPPING | XPLANE 51 
Appendix: 7 games for aspirational culture mapping
CULTURE MAPPING | XPLANE 52 
Appendix: 7 games for aspirational culture mapping
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Culture Design: Mapping Your Company Culture

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Culture is too important to be left intangible or described by ambiguous words like "innovative" "collaborative" or "open". XPLANE led a hands-on workshop in San Francisco on November 20, 2014 to explore techniques for diagnosing and visualizing culture. Here are the slides from that workshop, held in partnership with Culture Lab x General Assembly.

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  • thank you for sharing this presentation. It explain (!!!) very well what a cultural object is and how it can evolve.
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Culture Design: Mapping Your Company Culture

  1. | XPLANE 1 NOVEMBER 19, 2014 CULTURE DESIGN: MAPPING YOUR COMPANY CULTURE General Assembly | San Francisco, CA
  2. CULTURE MAPPING | XPLANE 2 Goal: for everyone to leave with at least one new culture mapping technique to explore
  3. CULTURE MAPPING | XPLANE 3 Hi, we are XPLANE Design Consulting Organizational Change Visual Communications
  4. CULTURE MAPPING | XPLANE 4 words alone words and images
  5. CULTURE MAPPING | XPLANE 5 Meet your neighbors DRAW: The organizational culture value most important to you
  6. CULTURE MAPPING | XPLANE 6 What is culture?
  7. CULTURE MAPPING | XPLANE 7 Culture = the habits of a group
  8. | XPLANE 8 Why is it so hard to describe? culture is the set of things that we’ve (unconsciously) mutually agreed are normal CULTURE MAPPING
  9. CULTURE MAPPING | XPLANE 9 What questions should a culture map answer?
  10. CULTURE MAPPING | XPLANE 10 What do we value? How should we work together? What makes people successful here? Who should we hire? What can guide us in decision making?
  11. CULTURE MAPPING | XPLANE 11 “When your values are clear to you, making decisions becomes easier.” – roy disney
  12. CULTURE MAPPING | XPLANE 12 How do companies document their culture?
  13. CULTURE MAPPING | XPLANE 13
  14. CULTURE MAPPING | XPLANE 14
  15. CULTURE MAPPING | XPLANE 15
  16. CULTURE MAPPING | XPLANE 16
  17. CULTURE MAPPING | XPLANE 17
  18. CULTURE MAPPING | XPLANE 18 Why do culture mapping?
  19. CULTURE MAPPING | XPLANE 19 Because we want to: 1. Create it 2. Understand it 3. Change it
  20. CULTURE MAPPING | XPLANE 20 Choose your own adventure! Aspirational Tell-it-like-it- culture map is culture map
  21. CULTURE MAPPING | XPLANE 21 Creating a culture Important for: start-ups high growth High change
  22. CULTURE MAPPING | XPLANE 22 1. Get the right people in the room 2. Ask the right questions 3. Visualize it (big!) 4. Make it a management tool
  23. CULTURE MAPPING | XPLANE 23 1. Get the right people in the room 2. Ask the right questions 3. Visualize it (big!) 4. Make it a management tool See appendix for more details
  24. CULTURE MAPPING | XPLANE 24 1. Get the right people in the room 2. Ask the right questions 3. Visualize it (big!) 4. Make it a management tool
  25. CULTURE MAPPING | XPLANE 25 1. Get the right people in the room 2. Ask the right questions 3. Visualize it (big!) 4. Make it a management tool
  26. CULTURE MAPPING | XPLANE 26 understanding a culture Important for: Mature organizations Organizations seeking to change culture
  27. CULTURE MAPPING | XPLANE 27 Various Tools
  28. | XPLANE 28 Chris Argyris (Harvard) Dave Gray (XPLANE founder) CULTURE MAPPING Edgar schein (mit)
  29. CULTURE MAPPING | XPLANE 29
  30. CULTURE MAPPING | XPLANE 30
  31. CULTURE MAPPING | XPLANE 31 Evidence
  32. CULTURE MAPPING | XPLANE 32 Evidence Why?
  33. CULTURE MAPPING | XPLANE 33 Evidence Why? Levers
  34. CULTURE MAPPING | XPLANE 34 Evidence Why? Levers Why?
  35. CULTURE MAPPING | XPLANE 35 Evidence Why? Levers Why? Values
  36. CULTURE MAPPING | XPLANE 36 Evidence Why? Levers Why? Values Why?
  37. CULTURE MAPPING | XPLANE 37 Evidence Why? Levers Why? Values Why? Assumptions
  38. CULTURE MAPPING | XPLANE 38 Why
  39. CULTURE MAPPING | XPLANE 39 Espoused Theory What we say we value Theory - in - use What we demonstrate with our behavior Chris Argyris (Harvard)
  40. CULTURE MAPPING | XPLANE 40 Evidence Why? Levers Why? Values Why? Assumptions Espoused theories Theories in use
  41. CULTURE MAPPING | XPLANE 41 A TOOL Dave Gray (XPLANE founder)
  42. CULTURE MAPPING | XPLANE 42
  43. CULTURE MAPPING | XPLANE 43
  44. CULTURE MAPPING | XPLANE 44 Our Story
  45. CULTURE MAPPING | XPLANE 45 We Created It.
  46. CULTURE MAPPING | XPLANE 46 We continually seek to refine & understand it.
  47. CULTURE MAPPING | XPLANE 47
  48. CULTURE MAPPING | XPLANE 48
  49. CULTURE MAPPING | XPLANE 49 Choose your own adventure!
  50. CULTURE MAPPING | XPLANE 50 Thank you! Kathryn jarrell - kjarrell@xplane.com Stephanie gioia - sgioia@xplane.com
  51. CULTURE MAPPING | XPLANE 51 Appendix: 7 games for aspirational culture mapping
  52. CULTURE MAPPING | XPLANE 52 Appendix: 7 games for aspirational culture mapping

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