When people talk about culture, they usually go straight to the big-ticket items — company values, leadership behaviours, or strategic priorities. And sure, those things matter. But culture is also shaped in much quieter ways — in the words we use, the traditions we keep, and the symbols we rally around. These everyday cues often say more about “how things are done around here” than any official document ever could.
At Flight Centre, where I spent over two decades, some of the most powerful cultural elements weren’t written in policies (we actually didn’t have many when I started!) — they were lived. We had Buzz Nites to celebrate results and performance, Nation Balls to recognise top teams, and the iconic Global Gathering — an international event that brought together high achievers from all corners of the business. Back then, I thought these were just great reward and recognition tools. But years later, I realised they were something deeper. They were rituals — and they played a huge role in embedding and reinforcing our culture.
Why Rituals Matter
Rituals create a shared sense of meaning. They’re the repeated moments that remind people: This is what we care about. This is who we are. Whether it’s kicking off meetings with a shout-out, welcoming new starters with a personal touch, or pausing to acknowledge team achievements— these little rituals make a big cultural impact.
At Flight Centre, the build-up to Global Gathering was electric. It drove energy, healthy competition, and recognition — not just from leaders, but across peers. And it created this feeling of; I’m part of something bigger. I matter here.
The Language We Use
Words shape culture. The way leaders talk, and the catchphrases that stick, shape how people understand what’s valued. At Flight Centre, phrases like “brightness of future,” and “one best way,” weren’t just slogans — they were a kind of cultural shorthand. Over time, they shaped how people led, served customers, and made decisions.
It’s worth thinking about the language you hear every day in your own organisation. What are the recurring phrases? Are they energising or limiting? Do they build connection or reinforce hierarchy? The way we speak can either build up culture — or slowly chip away at it.
Symbols Speak Too
Symbols — logos, awards, colours, photos on the wall — all carry cultural weight. They don’t need to be fancy or expensive to be powerful. The Flight Centre red, the open plan layouts, the travel posters and white boards— they were all cues that said, “This is who we are”.
In your workplace, ask: What symbols are showing up? Do they reflect what your organisation values? Are they inclusive and inspiring — or out of date and overlooked?
Culture Happens in the Everyday
You don’t need a huge budget to build culture. Some of the most powerful rituals are simple and consistent. A Friday playlist. A monthly recognition award. A moment of gratitude at the start of a meeting. When these things are done with intention, they create a rhythm that connects people and reinforces belonging.
Culture isn’t built in one-off events or town halls. It lives in the everyday — in the small choices, the repeated behaviours, and the way people feel when they walk into (or log into) work.
What I’ve Come to Realise
Looking back, the things I remember most about Flight Centre weren’t policies or strategy sessions — they were the rituals that made us feel connected, proud, and part of something bigger than ourselves. And I’ve come to see that if you want to grow or shift culture, you can’t just write about it or announce it. You have to live it — and ritualise it.