Workshop on Corporate Culture and Mission
80 percent of your company’s success depends on external factors. The market, competition, the economic situation, regulations, geopolitics… and you can influence the remaining 20 percent through how your team operates and how your brand is perceived. And that’s exactly what this workshop is for.
The workshop on culture and brand mission combines surveying team members about the values that are important to them with two methods: the Company Culture Canvas and the Brand Commitment Matrix.
It is therefore based on quantified data as well as a two-day in-person facilitated meeting.
Marty Neumeier is known as the author of classic books on branding, such as *The Brand Gap* and *Zag*. In his 2016 book *The Brand Flip*, Neumeier introduced his Brand Commitment Matrix, which he describes as a “foundational contract” that brand owners can establish between their company or brand and its customers.
Both columns are intentionally structured so that the statements in each row build on one another or reinforce each other. In other words, the company’s mission should relate to who its customers are (Identity), the brand’s “uniqueness” should reflect what customers want (What Do We Want?), and the company’s values should align with the moral views of its customer base (Behavior).
Workshop participants complete a test that uses a forced-choice method to encourage deeper reflection and awareness of the work values that shape their approach to work. The test involves allocating 35 points across 14 different values, which constitutes the “forced choice” and compels participants to prioritize what is most important to them. When confronted with various behavioral scenarios, participants have the opportunity to better understand their approach to work. The results from individual employee responses are then aggregated, providing an overview of the prevailing attitudes within the corporate culture, the values on which company members differ, and identifying potential weaknesses in this culture. The test also offers employees the opportunity to identify areas where they would like to strengthen their role within the company. During the workshop, participants are then presented with anonymized results and discuss their implications for the company’s day-to-day operations.
Who is leading the workshop?
The workshop and its methodology were developed by psychologist Nikola Frollová, Ph.D., and strategist Adam Panenka. They will also guide you through the workshop together.
How many people is the workshop designed for?
The ideal number of participants is between 7 and 15 people. They should represent your company both horizontally and vertically. Everyone must attend in person; the nature of the workshop does not allow for hybrid participation.
What is the outcome of the workshop?
The first output is a measurement of 14 values and their importance within the team. You’ll discover not only which values are most important to your team at work, but also which ones they underestimate. We’ll show you where the greatest discrepancies lie across the team regarding these values, and we’ll align your previous strategic documents with the 14 values so that it’s clear to what extent they align with what’s important to the team.
A practical Company Culture Canvas, refined by our instructors so that you can share it within your company or even on your website and social media. It also includes recommendations for implementing specific measures. The Company Culture Canvas serves as a unifying framework and roadmap for maintaining relationships within the organization and for how to treat both employees and customers.
The third deliverable is the brand’s mission, presented as the Brand Commitment Matrix. You can use this as a basis for creating slogans, marketing campaigns, scripts for image videos, or designing websites and other content.
Where is the workshop being held?
The workshop lasts 2 days and includes 1 overnight stay. It takes place in the beautiful surroundings of the Český ráj Protected Landscape Area at the Pod jednou střechou facility. It’s just a short drive from the D10 highway exit, or we can pick you up at the train station in Sobotka. You’ll be staying right next door at Chalupa u Rytíře. And none other than KONTRA’s strategist and founder, Adam Panenka, will be cooking for you. Two Brittany Spaniels, Bailey and Enzo, are also looking forward to welcoming you to the house. So if anyone has a dog allergy, they’ll have to send a substitute in their place.
What's included in the workshop?
The workshop consists of a two-day program, overnight accommodations, and four meals. On the second day, you can spend the afternoon on an excursion—for example, to Kost and Trosky Castles or to the surrounding forests and rock formations—or extend your stay. Alternatively, as part of a team-building activity, we can arrange one of the craft workshops offered by the Pod jednou střechou workshop. If you’d like, a Finnish sauna is available on site.
How much does the workshop cost?
The workshop costs 35,000 CZK, plus 2,200 CZK per participant. Those who wish to do so may extend their stay (1,900 CZK per night, full board included); alternatively, upon request, we can organize a customized program featuring craft workshops at the “Pod jednou střechou” workshop space.
