When Mike Macdonald, head coach of the Seattle Seahawks, addressed his team at the start of the season, he didn’t begin with tactics or expectations.
He began with this:
“I need to get better at public speaking.”
He admitted he hadn’t handled media well the previous year. He named the weakness and committed to improving it for the sake of the team.
That moment is a masterclass in team culture.
The Three Pillars of Strong Team Culture
Daniel Coyle, in his book Culture Code, identified three key components of a strong team culture:
- Establishing a shared purpose
- Sharing vulnerability
- Building a circle of safety
Macdonald modeled all three in a single statement.
When leaders show awareness of their imperfections and a willingness to improve, it gives athletes permission to do the same. This builds trust faster than any motivational speech.
The Circle of Safety in Action
After the championship season, quarterback Sam Darnold was asked how he led the team to a Super Bowl victory during his first season with the team – and after playing for five teams in eight seasons.
His answer: “My coaches. My teammates. The fans.”
Seattle’s fans are known as the “12s” — the 12th man.
Giving credit outwardly builds belonging. Belonging is one of the primary ingredients in creating a circle of safety, where athletes feel seen, valued, and part of something bigger than themselves.
Why This Matters for Performance
Talent, tactics, and hard work matter. But culture is what multiplies them.
When teammates are united by purpose, willing to be vulnerable, and feel safe within the group, the total becomes greater than the sum of the parts.
Team culture isn’t a soft concept.
It’s a performance advantage.