Culture Isn’t What You Say. It’s What You Do.
Every leader talks about culture. We talk about this in our management meetings, board sessions, town halls, social media posts, and mission statements painted on walls. It needs to be discussed; however, in the end, culture isn’t built on words, it’s built by behaviors. It’s built organically and not forced or purchased by the company’s “culture committee.”
This year, I made a conscious decision to try something different for our employees. Breakfast, lunch, dinner, happy hours, and summer barbecues are great; however, it doesn’t seem to have a long-term positive effect on our culture. We needed something new and more motivating. In the end, I wanted to celebrate the people who quietly go above and beyond. The ones who don’t ask for recognition but earn it anyway.
Today, I have 11 custom United Transportation soccer jerseys in my office. They’re numbered 1 through 12. One for each month of the year. Starting Jan 1st, our employees received instructions on how to nominate their peers over the course of the month. We made this simple by putting a lock box on the warehouse wall. The employees can nominate their peers by writing the nominee’s name, why they are nominating that employee, and signing their name on the sheet of paper. It then goes into the lock box and is reviewed at the end of the month. I wanted this done by the people closest to the day-to-day work. Managers can’t choose the favorite, and we are not guessing or scrambling to pick someone who did something in the final 24 hours.
When a winner is announced at the end of the month in front of the entire company, they get the background on why they were chosen, and to ensure the company hears the specific examples of going above and beyond. After the high fives and congratulations, the winner receives their custom soccer jersey with their name embroidered on the back.
But wait … there is more…
That jersey doesn’t disappear into their home closet or a drawer. It goes up on our warehouse wall… 30 feet high and directly under our United Transportation logo. By December, there will be 12 jerseys on that wall. Twelve names. Twelve stories. Twelve people who represent what “exceeding expectations” really looks like. For all to see and maybe spark some curiosity.
What surprised me most wasn’t how easy the idea was to promote, but how quickly the team rallied around it. The excitement was immediate. The buildup over the past month to see our first winner has become part of the fun, with the wall slowly turned into something that matters.
I love that we get to celebrate the employees. I am also excited that our customers, partners, and visitors won’t just see open trailers, racking, forklifts, and freight. They will now see the reflection of our people’s work and know that others valued their contributions. Real names. Real recognition. Proof that culture here isn’t just talked about. We live it, and we recognize those who lead by example and go above and beyond each day.
Because walking the talk means showing up. It means listening, it means celebrating the right things. And most of all, it means letting your people know, clearly and consistently, that they matter.
That’s culture. Built each day, one action at a time.
And …. congratulations to Enrique Sotelo, for winning January’s award. Very well deserved! (and yes, we vacuum sealed the jersey to preserve the quality over the year.)









