In every team, there’s an invisible force at play, one that dictates how people interact, what they value, and how they perform. This force is your team’s narrative, the collection of stories that shape and define the collective culture.
Culture isn’t accidental. The narratives we create and share, consciously or unconsciously, shape organisational culture. These stories form the lens through which your team perceives everything, from minor interactions to major business decisions.
But what does this mean for you as a leader? How can you better understand the narratives shaping your team’s culture, and how can you take control of them?
In this article, we’ll explore the underlying forces shaping team culture, why paying attention to these stories is essential, and the concrete steps you can take to actively shape your team’s culture for greater success.
The Narrative Lens: Why Your Team’s Stories Matter
The stories we tell ourselves and each other are more than just anecdotes; they are the foundation of your organisation’s culture. These narratives shape how your team behaves, makes decisions, and interacts with one another. Culture, in this sense, isn’t a static concept. It evolves based on the ongoing stories your team tells about itself.
For example, consider the difference between a team that talks about their achievements as a result of “hard work and collaboration” versus one that attributes success to “luck” or “external factors.” The former group is more likely to foster a culture of ownership, collaboration, and accountability. Conversely, the latter might develop a passive or complacent culture where efforts disconnect from outcomes.
At its core, I have witnessed many nuances that have supported and undone a team’s success because the narrative, as a lens determines how something is interpreted. Strong leaders that I have worked with understand how it influences how we interpret events and make decisions, affecting everything from assigning blame to celebrating success. They know that if they want to drive culture intentionally, they must understand the role narrative plays in how their team members receive messages. How they might think, react, and collaborate or not. But anticipation can form part of the problem when a leader over thinks reactions. The leaders I have witnessed at their most successful are the ones who can discuss their intentions, assess the validity of the responses and discuss these in a way that creates safety in the conversation without committing certainty where it doesn’t exist.
What You’re Not Hearing: The Hidden Subtext of Team Culture
As a leader, it’s easy to become distracted by surface-level conversations. But the real insights into your team’s culture lie beneath the surface, in the subtext. Subtle stories weave through language in every meeting, email, and casual conversation. These stories reveal far more about your culture than you might realise.
Think about decisions in your organisation. Are they based on the values you’ve publicly committed to, or do actions speak louder than words? How often do your people express frustrations, either directly or indirectly? The language used in these moments can reveal powerful insights about your team’s priorities.
Notice the discourse in meetings. Do employees speak about a commitment to teamwork but then disengage or withhold information when a project gets tough? This inconsistency between words and actions can be a telltale sign of an underlying narrative at odds with the team’s stated values. I remember working with a team who told me they were committed entirely to changing how they worked together. To become braver in challenge of each other. However, I found them returning repeatedly to an unhelpful dialogue when they couldn’t reach agreement. I found myself pointing out that they seemed to find safety in the futility of an idea and discussing that instead. I remember putting my involvement in the entire project at risk when I called this out – I hadn’t been working with them long – they learned to love the challenge! I have repeated this candour with other projects and clients because I know that authenticity and commitment to change are narratives that have to be present if I am to deliver on my results to those clients.
When observing your team’s behaviour, consider what happens after the meeting ends. What do people say in the hallway or over lunch? How do they reflect on the meeting, and what are they reinforcing or undermining?
Identifying Patterns: How to Uncover Dominant Narratives
Patterns shape culture, and these patterns lie in recurring themes or metaphors. In your team, are certain types of stories dominating the conversation? Are there metaphors that come up frequently in discussions about success or failure?
A powerful example of this is how organisations frame their successes and challenges. For instance, consider the language around challenges: Is it framed as an opportunity to innovate or a roadblock? Likewise, when talking about success, is it seen as a collective achievement, or is it attributed to the efforts of a single individual?
Observing these recurring themes over time allows you to identify the dominant narratives that drive behaviour. These aren’t always positive; they may even limit the team’s potential. For example, if failure has negative connotations, it may lead to a fear-based culture where people are afraid to take risks. On the other hand, a team that celebrates the lessons learned from failure fosters an environment of growth and innovation.
Heroes and Villains: Who Shapes Your Team’s Stories?
Every narrative has characters. In the stories you tell about your team, who are the heroes? The villains? The unsung heroes?
In every organisation, some individuals or groups are the exemplars of success, they are the “heroes” of your story. But just as important are the “villains” in your team’s narrative.
These characters reveal the qualities that are celebrated or condemned in your organisation. Are the heroes consistently delivering results, or are they individuals who demonstrate loyalty or perseverance? What behaviours are heroic? What actions are considered failures? How you depict these characters influences how your team approaches challenges and solutions.
Empowering vs. Limiting Narratives: Shaping the Future of Your Team Culture
As you analyse your team’s culture through its stories, you’ll notice a crucial distinction between empowering and limiting narratives. Empowering narratives inspire your team to aim higher, take risks, and embrace collaboration. Limiting narratives, however, create fear, anxiety, or complacency.
The power of a narrative lies in its ability to either empower or limit the team’s actions and mindset. As a leader, you must decide which narratives you want to cultivate and in doing so, determine if your own narrative is helpful or unhelpful to your team’s execution.
Shaping Your Team’s Narrative: What You Can Do Today
So, what can you do to shape your team’s narrative in a positive direction?
1. Use a data driven approach to provide insights into the team behaviour such as the Meta Team approach – their Team Performance Profiler
2. Observe without judgment: Pay close attention to your team’s conversations’ language, metaphors, and recurring themes. Don’t rush to fix things immediately; let the patterns emerge organically.
3. Focus on the values: Identify the core values necessary to your organisation. What is showing up as well as what is evident based on the values you have. Do these values come through in the stories your team shares? If not, is it time to introduce new stories reinforcing these values or choose values that better represent your organisation.
4. Challenge limiting narratives: If you notice limiting stories, don’t shy away from confronting them. Acknowledge their existence, understand their origins, and discuss ways to rewrite them. This is data that tells you what’s happening and can inform how you re-write it authentically rather than re-badging it.
5. Tell stories that matter: Share stories that reflect the outcomes you want to encourage in your team. Don’t manipulate the narrative; instead, focus on real examples of success and articulate the behaviours that contributed
6. Engage everyone: Culture is a collective creation. Involve your team in shaping the narrative through open discussions, feedback sessions, or storytelling exercises. Cultivate ownership and help embed the culture across all levels of the organisation
Meta Team partners with businesses and leaders to uncover and shape the stories that drive their team culture. If you’re ready to elevate your team culture, let’s explore how we can help you achieve your goals.
As an accredited Meta Team Strategic Partner, Tash specialises in facilitating impactful conversations for leaders and teams across organisations of all sizes. Through a blend of experiential and facilitative techniques, she helps teams uncover the right questions to ask as they define their next phase and mission. Get in touch for an initial conversation or learn more about our team coaching courses, which offer data-driven insights into the behaviours that accelerate team performance.