• Robert Cornish

Training leads culture



Training and culture belong together.


I was speaking to a friend the other day and mentioned that my children don’t drink soda or juice … they drink water. Why? Culture.


Our family culture since they were born is to drink water. So that’s what they want. 

Once culture is set — it’s hard to break.


In Lou Gerstner’s (Past CEO of IBM) book, Who Says Elephants Can’t Dance, he talked about culture for a lot of the book. That was the thing that needed to change if IBM were to survive. 


But culture doesn’t just happen. At least, not the culture you want. 


It needs to be intentional. 


How? Commitment to a training/learning culture that leads to the long term culture you want. 

You want the sales team to be consistent? Build an exact culture or way of doing things through training, repetition, drilling.


You want the customer experience to be amazing? — build a training system that creates that culture.


The kind of culture you want needs to be intentionally created. Culture will happen regardless but it may not be what you want unless you guide it.


Last year we worked with many clients on video training campaigns to solve these sorts of problems.


Building a better culture starts with intentional training.


"Until I came to IBM, I probably would have told you that culture was just one among several important elements in any organization's makeup and success — along with vision, strategy, marketing, financials, and the like... I came to see, in my time at IBM, that culture isn't just one aspect of the game, it is the game. In the end, an organization is nothing more than the collective capacity of its people to create value."
— Louis V. Gerstner, Jr., Former CEO of IBM

— Robert


About Robert Cornish: Robert Cornish founded Richter in early 2008 to build an agency focused on communication strategies that support sales growth for business to business technology-related companies. Bootstrapped with zero capital in the middle of the financial meltdown, Richter went on to make the Inc 5000 list comprised of the fastest-growing companies in America five times. Richter made the Silicon Valley Fast 50 four times and the Entrepreneur360 award two times. Robert has been featured in Bloomberg Businessweek, Selling Power Magazine, Inc Magazine and IDEA magazine. He's been a guest speaker for ACG Los Angeles, IASA Summit, West Point and been interviewed for 33Voices, EnTRUEpreneurship Podcast and IDEA Magazine by Northwood University. In 2012 Wiley & Sons published his book, What Works, about the lessons he's learned while growing his agency from start-up navigating his way to a multi-million dollar agency. Robert currently owns four companies.

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