“They want to be a part of something bigger than themselves. I think that’s one of the things that (general manager) Sam (Presti)’s nailed in this process. The types of people that we’ve brought in the door, regardless of whether they’re still here or they’re not, by and large, have been committed professionals that are ambitious, but they’re also willing to complete the team. So that’s been a huge starting point. And then you take those people, you put ’em in a stable environment, you educate ’em on the value of all the invisible things, and you hammer that over and over again. You hammer that environment over and over again. You hammer those messages over and over again and then you double down on the people that you have and just allow that to grow and compound.”
The quote above appeared in this ESPN.com article by Oklahoma City Thunder head coach Mark Daigneault. As I read them, it became apparent why the team currently has the NBA’s best record at 41-9.
Daigneault’s comments provide us four necessities for building a winning culture. Applying these lessons will help your organization become more successful.
4 Necessities for Building a Winning Culture
One of the most profound truths in leadership is this: People want to be part of something bigger than themselves. Mark Daigneault nailed it when he said that building a winning culture requires bringing in the right people, providing them with stability, and reinforcing the right behaviors over and over again. If you want to lead a high-performance organization, you must be intentional about every aspect of culture-building.
1. Recruit the Right People
Former Chick-fil-A Chief Marketing Officer Steve Robinson once told me, “Culture is who you hire. Let me repeat, culture is how you hire.”
Great leaders know that talent alone does not build a winning culture. You must recruit individuals who are both ambitious and committed to team success. They want to be part of something bigger than themselves. The best teams are filled with people who value their own growth but recognize that true success comes from working together. This means prioritizing selfless, team-first professionals who will execute the vision and elevate those around them.
When hiring, ask yourself: Is this person here just for themselves, or are they willing to complete the team? Are they aligned with our mission and values? The answer to these questions will determine the long-term success of your organization.
2. Resolve to have Stability. It Creates Safety and Confidence.
Stability is the foundation upon which greatness is built. A chaotic, reactive culture breeds inconsistency and disengagement. On the other hand, a stable, well-structured environment fosters trust, clarity, and long-term commitment. Leaders must create predictability in expectations, communication, and strategy so their people are freed up to focus on execution.
Stability does n0t mean stagnation. Instead, it means providing a safe and secure foundation that allows people to thrive. It is about setting a high standard and reinforcing it daily, giving your team the confidence to chase excellence.
3. Reinforce Core Values
Culture is shaped by what happens when no one is watching. Attitudes, daily habits, and personal discipline define long-term success. Coach Daigneault called it “hammering the environment over and over again.” This means consistently reinforcing the organization’s values and expectations.
Leaders, you must ask yourself: What behaviors define our culture? Are we reinforcing selflessness, preparation, and discipline? Do we celebrate contributions to the team as much as individual performance? Winning cultures don’t happen by accident—they are built through intentional daily actions.
The team’s superstar guard Shai Gilgeous-Alexander said, “I think that’s why we’ve been able to accelerate our development. All those little things that go into winning, they mean a lot to us because of our competitiveness and what our common goal is as a group.”
4. Relentlessly Invest Your People
The best leaders do not just recruit talent — they also develop it. They invest in their people, guide them through challenges, and give them the tools to succeed. In a high-performing culture, people do not just feel like employees; they feel valued and empowered to grow.
Too many organizations treat people as disposable assets. But if you truly want to build a lasting culture, you must be willing to invest in the people you currently have. There is gold in them there cubes! That means mentorship, encouragement, and a relentless belief in their potential. Great cultures are not built by churning through people. They are built by doubling down on those who are willing to buy into the vision.
Conclusion
If you want to build a winning culture, it will not happen by accident. It requires intentionality in hiring, a commitment to stability, daily reinforcement of core values, and a relentless investment in your people. Leaders who understand this create organizations where people do not just work — they belong.
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