Culture Wins Long Before Kick-Off
Millions of us have spent the last few weeks watching the World Cup.
Most conversations afterwards have been about tactics, substitutions and moments of brilliance.
But as I watched the tournament unfold, I found myself asking a different question.
Why did some teams seem to grow stronger under pressure while others gradually fell apart?
Not because they lacked talented players.
Not because they suddenly forgot how to play football.
Something else was happening...
Norway were one of the big stories of the tournament.
Of course, they have exceptional players, but what stood out was how they played together. There was trust. Clarity. Calmness. Shared ownership. Players looked confident making decisions because they understood the system around them and trusted the people beside them. They didn't appear to be carrying the weight of the game alone. This was also the culmination of many years effort to intentionally re-shape football in Norway – a focus on enabling as many children as possible to get involved, but not in a win at all costs way, a supportive, collaborative, and fun way.
The fruits of a Growth Culture are already starting to emerge.
Contrast that with England's semi-final against Argentina. Much has been written about Tuchel’s tactical shift towards a more defensive approach. Whether you agreed with the decision or not, the change seemed to alter more than the formation. The freedom disappeared. Decision-making became slower. Confidence appeared to drain away. Instead of playing to win, the team increasingly looked like it was trying not to lose.
Argentina provided another fascinating example. Their intensity, emotional edge and relentless competitiveness became part of their identity throughout the tournament. Bringing resilience and belief and shaping behaviours on and off the pitch. Culture doesn't just influence performance. It influences how people treat one another, how they respond under pressure, what becomes acceptable within the group, and whether they truly can deliver more as a collective.
An all too familiar story in organisational settings too.
When pressure increases, culture becomes visible.
It isn't your strategy that people experience first.
Nor your values statement.
It's whether people trust one another enough to speak honestly. Whether leaders remain calm when uncertainty grows. Whether decisions stay close to the work or become bottlenecked at the top. Whether people feel confident to act or wait for permission.
The moments where organisations struggle are rarely caused by capability alone. More often, they're the result of trust breaking down, communication becoming defensive, connection fading or leaders unintentionally sending mixed signals.
This ran through every conversation in our recent Coffee & Culture series.
Although each guest explored a different topic – the emotional side of change, hiring, leadership, wellbeing, connection and transformation – they were all describing different parts of the same system.
1. Great teams start with self-aware leaders.
Before leaders can help others navigate uncertainty, they need to recognise and manage their own emotions. People take their cues from leaders, especially when the pressure is on.
2. Culture starts long before day one.
Every hiring interaction sends a signal about what your organisation values. Recruitment isn't simply about selecting talent – it's the first experience of your culture.
3. Momentum is built through small, consistent actions.
The strongest cultures aren't created through occasional initiatives. They grow through everyday leadership behaviours that give people confidence, clarity and permission to contribute.
4. Wellbeing is about creating psychological safety.
High-performing teams don't ignore pressure; they make it safe to talk about it. When people feel able to say, "I'm struggling," organisations can respond before stress becomes burnout.
5. Connection needs to be designed.
In today's hybrid world, belonging doesn't happen by chance. Teams need intentional rhythms that help people communicate, celebrate progress and build relationships beyond their roles.
6. Trust is the thread that holds everything together.
Whether you're integrating organisations, leading change or making difficult decisions, people watch what leaders do more closely than what they say. Trust is built through listening, consistency and everyday behaviours.
Individually, these are valuable ideas.
Together, they describe how strong cultures are built.
Both on and off the pitch.
We'll be back on 3rd September with a new Coffee & Culture series, bringing together more HR and People leaders to share honest experiences, practical ideas and the lessons they're learning as they shape culture every day.
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