Culture Drives Long Term Success: What the All Blacks Can Teach Us.

An opinion article by Tom Barton, Genoa Black Strategy Consultant

The New Zealand All Blacks are the world’s most successful rugby team and one of the best examples of how culture drives success. Their approach emphasises that sustained success is built not just on talent but on the strength of team culture. While skill is undeniably important, it's the culture within the team that creates an environment for long-term success. The All Blacks use culture as a tool to sustain their dominance on the field.

Leaders in business can learn valuable lessons from how the All Blacks focus on building a strong culture when driving for sustained success. James Kerr’s Legacy: What the All Blacks Can Teach Us About the Business of Life delves into the cultural principles that drive the team’s long-term success. In this article I will summarise Kerr’s review and offer actionable insights for leaders across industries.

Core Takeaways

·      Culture starts with your character: Inspire others through personal integrity and humility.

·      Humility fuels success: Cultivate an environment where no one is above delivering what the team needs.

·      Shared purpose and collective identity: Align everyone toward a common mission, ensuring unity and inspiration.

·      Personal growth alongside professional performance: Create an environment where continuous development of the individual is as important as the team’s success.

·      Continuous improvement and adaptability: Focus on innovation, even when already at the top, to maintain long-term excellence. Find marginal gains.

·      Hiring for character: Prioritise good people, with character over high performers, ensuring cultural fit and a harmonious team dynamic.

1. Humility is Everything: "Sweep the Sheds"

One of the All Blacks’ most celebrated traditions is their insistence on humility. After matches, players clean their own locker rooms—a practice known as "sweeping the sheds." This symbolises their belief that no one is above the team.

Try this in business: Imagine a CEO who joins the customer service team during a busy season. They’re answering calls, solving issues, and showing the team they’re in it together. That’s sweeping the sheds in action.

Why it matters: Great leaders roll up their sleeves and pitch in. When you show that no job is beneath you, it inspires respect and accountability in your team.

2. Hire on Character: "Better People Make Better All Blacks"

The All Blacks emphasise character over raw talent. They prioritise recruiting and developing individuals who are good people who align with their core values.

Try this in business: Take a page out of Netflix’s book. They hire for cultural fit, not just skills. The result? A team of good people who are a good cultural fit.

Why it matters: The All Blacks’ motto, "No Dickheads," underscores the importance of keeping toxic personalities out of the team. A strong, values-driven culture not only attracts talented people but actively filters out those who could disrupt harmony or undermine team dynamics.

3. Always Get a Little Better: "Champions Do Extra"

The All Blacks chase constant improvement, even when they’re at the top. They call it "marginal gains," and it’s about making small tweaks that compound into massive success.

Try this in business: Imagine a marketing team that regularly reviews past campaigns to identify small improvements. Each quarter, they tweak their strategies—whether it’s refining messaging, testing new platforms, or adjusting their targeting. Over time, these incremental changes lead to increased customer engagement and higher conversion rates.

Why it matters: No matter how successful you are, there’s always room to improve. The key is to never settle for "good enough" and to embrace constant growth.

4. Stay Cool Under Pressure: "Keep a Blue Head"

When the game’s on the line, the All Blacks train themselves to stay calm and focused—what they call having a "blue head." It’s the opposite of a panicked "red head."

Try this in business: Imagine a product launch is delayed due to unforeseen issues, and your team is facing mounting pressure from stakeholders. Instead of panicking, you calmly assess the situation, communicate clearly with your team, and shift the launch timeline with a revised, realistic plan. By staying composed, you keep the team focused, mitigate the impact, and maintain trust with key stakeholders.

Why it matters: Pressure’s inevitable. What separates the winners from the rest is how they handle it. Keeping your head cool ensures you make smart decisions when it counts.

5. Unity is Strength: "Follow the Spearhead"

The spearhead is a Māori symbol for collective strength. Its point is only effective when its parts work together. The All Blacks live by this philosophy.

Try this in business: Imagine a tech startup where developers, marketers, and customer support teams hold weekly cross-department meetings to align on company goals, customer feedback, and product updates. By sharing information and working toward the same mission, they ensure all departments are in sync, improving product development and customer satisfaction.

Why it matters: Synergy ensures that everyone’s skills and efforts complement each other, driving the team forward more effectively. When everyone is aligned, the results are greater than the sum of their parts.

6. Leave a Legacy: "Be a Good Ancestor"

The All Blacks see themselves as stewards of the jersey, tasked with leaving it in better shape for the next generation. It’s not just about winning today; it’s about building something that lasts.

Try this in business: A retiring founder mentors the next CEO and establishes systems that will keep the company thriving long after they’re gone. That’s being a good ancestor.

Why it matters: Leadership isn’t just about the now—it’s about ensuring your work endures. What’s your legacy?

7. Lead with Purpose: "Purpose as well as Profit"

For the All Blacks, winning isn’t just about glory; it’s about representing their nation and honouring their culture. Their higher purpose fuels their drive.

Try this in business: Patagonia’s mission to "save our home planet" inspires employees and customers alike. Their purpose is clear, and it’s why they’re a leader in sustainability.

Why it matters: When your work connects to something bigger, people show up with more passion and commitment.

What’s the Takeaway?

The All Blacks’ enduring success stems from their unrelenting commitment to culture. Whether you lead a small startup or a global corporation, these principles offer a proven playbook for building a team that not only performs but thrives over the long haul.