Participation cultures emphasize collaboration and teamwork, along with shared responsibility, rewards and decision-making. Within participation cultures:
- Community brands bring like-minded people together for a shared purpose and experience. These include Disney, YouTube and Starbucks.
- Disney – “The happiest place on earth” – lists Community among its core values. All employees in this Participation culture are united around a common goal: to help the guest. Walt Disney recognized the importance of company culture, creating the model that remains the standard to this day: hire for attitude, not aptitude. All employees participate in a universal culture, ensuring customers feel welcome and a part of the Disney experience.
- Customization brands, such as Lids and Lands’ End, include customers in the brand experience.
- Lands’ End exemplifies the Customization brand platform and Participation culture. The company excels in both the business-to-consumer and the business-to-business segments. While Lands’ End offers items customized to individual consumers’ measurements and tastes, it also is a major purveyor of customized corporate wear, providing high-quality promotional products to businesses, as well as dress-code-appropriate school uniforms and clothing. Driven by its alignment with and success in customization, the company aspires to reach $5 billion in revenue in 2020. Lands’ End stands behind everything it sells with its unlimited guarantee, ensuring customer needs always come first by empowering employees to find new ways to deliver products in alignment with its brand platform.