How To Build a Team Culture: A Lesson from an All Blacks Legend

How To Build a Team Culture: A Lesson from an All Blacks Legend

By Mark Wager

Have you ever been part of a team where everything just seemed to click? Where everyone worked together effortlessly, putting the team’s success ahead of their own? It feels like magic when it happens, but as Richie McCaw, one of the greatest All Blacks captains in history, reminds us, it’s not magic—it’s culture.

Richie once said, “It’s all very well for people to do the right thing for the team when everyone is watching, but what matters is whether every single one of you will do the right thing when no one is watching.” That’s what team culture is all about: the behaviours, values, and attitudes that guide a team even when no one is checking.

But how do you build that kind of culture? It’s a question every manager wrestles with. Let’s have a conversation about it—no jargon, no buzzwords, just real, practical ideas inspired by one of the greatest leaders of all time.

Start with Yourself

Here’s the truth: as a leader, you set the tone for your team. Richie McCaw didn’t just talk about teamwork and sacrifice; he lived it. Whether it was diving into tackles or cleaning the locker room after a game, he showed his teammates what it meant to put the team first.

You don’t have to be a rugby captain to do the same. Think about your own behaviour. Are you the kind of leader who asks your team to go the extra mile but doesn’t go there yourself? Or are you the first to roll up your sleeves when the going gets tough?

People watch what you do more than they listen to what you say. If you want your team to act in a certain way, show them. Be the example.

Make the Goal Bigger Than Any One Person

Richie talked about how the All Blacks had one shared goal: to make the team succeed. That goal was bigger than any individual player. It didn’t matter if you were the star of the game or someone who spent most of it on the bench—everyone had their role to play, and everyone’s role was important.

Now, think about your team. Do they know what your shared goal is? And more importantly, do they feel like they’re part of it? It’s not enough to just tell people what the goal is—you have to connect it to them personally.

For example, if you run a sales team, the goal might be to hit a monthly target. But instead of just saying, “We need to sell X amount,” talk about what that means. Does it mean job security for the team? A chance for everyone to earn bonuses? A reputation as the best in the industry? When people see how their efforts contribute to something bigger, they’re more likely to give their best.

Trust is the Glue

A strong team culture doesn’t just happen—it’s built on trust. And trust isn’t something you can demand; it’s something you earn.

Imagine you’re part of a team where someone always cuts corners, but no one says anything. How long would it take before you start to feel resentful or wonder why you’re bothering to give 100%? That’s what happens when trust breaks down.

So how do you build trust? It starts with openness. Encourage your team to speak up—not just about their successes but also about their challenges and mistakes. If someone is struggling, don’t punish them for it. Help them.

At the same time, hold everyone accountable. Trust isn’t about letting things slide; it’s about knowing that everyone is committed to the same standards. If someone isn’t pulling their weight, address it—not in a harsh way, but in a way that shows you care about the team’s success.

Celebrate the Team, Not Just the Stars

One of the things that made the All Blacks so successful under Richie McCaw was their focus on the team over individuals. Sure, there were standout players, but no one was bigger than the team.

In your workplace, it’s easy to fall into the trap of only celebrating individual achievements. But if you want to build a strong culture, you need to shift the focus to the team.

For example, instead of just saying, “Great job to Sarah for closing that big deal,” you could say, “Great job to the team for supporting Sarah and helping her close that deal.” This might seem like a small change, but it reinforces the idea that everyone’s contribution matters

Handle Challenges the Right Way

Let’s face it: no team is perfect. There will be conflicts, mistakes, and tough decisions. How you handle those moments says more about your culture than anything else.

For instance, let’s say there’s a disagreement in your team. Do you ignore it and hope it goes away? Or do you bring everyone together, listen to all sides, and work towards a solution?

Handling challenges isn’t about avoiding them; it’s about tackling them in a way that strengthens the team rather than dividing it. Richie McCaw didn’t shy away from tough conversations, and neither should you.

Consistency Builds Credibility

One of the most powerful lessons from Richie McCaw’s leadership is the importance of consistency. He didn’t just talk about values like humility, hard work, and teamwork—he lived them every day.

In your team, consistency is just as important. If you say one thing and do another, your credibility takes a hit. If you enforce rules sometimes but ignore them other times, people stop taking those rules seriously.

Being consistent doesn’t mean being rigid. It means showing your team that the values you talk about aren’t just words—they’re actions.

Keep Improving

Richie McCaw famously said that even when the All Blacks were at the top of their game, they always looked for ways to improve. They never settled.

This mindset applies to team culture as well. Culture isn’t something you create once and forget about—it’s something you nurture every day.

Talk to your team regularly about what’s working and what’s not. Be open to feedback, even if it’s uncomfortable. And remember, small changes can make a big difference.

What’s Your Team’s Legacy?

Richie McCaw’s All Blacks weren’t just a great team—they were a team that set the standard for greatness. Their culture wasn’t an accident; it was a deliberate effort to create something that would last, something bigger than any one person.

As a manager, you have the same opportunity. The culture you build today will shape your team’s success tomorrow. It won’t happen overnight, and it won’t always be easy, but it’s worth it.

Start by asking yourself: what kind of culture do I want to create? Then take the first step—lead by example, build trust, and make the team’s success your top priority.

Because at the end of the day, the true measure of your team isn’t what they do when you’re watching—it’s what they do when you’re not.