The StoryBrand Podcast #55: Winning Words: How to Lead When the Culture is Broken
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Jan 19, 2026 Explore how leaders can transform toxic cultures into thriving environments by changing the narrative. Focus on Indiana football's turnaround under Curt Cignetti, highlighting his unique soundbites that reshaped beliefs and standards. Discover the power of obsessive attention to detail in leadership, as illustrated by Cignetti and other successful coaches. Unearth the importance of crafting a winning identity and the role of clear, repeatable phrases that instill belief. This is a masterclass in leadership and messaging that inspires change.
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Belief Precedes Results
- Leaders must manufacture belief before results exist by modeling confidence and a clear plan.
- Words (soundbites) install thoughts that become plans, actions, and results.
Change Language To Rewrite Identity
- Change the language your team uses to shift identity from losing to winning.
- Remove people who won't adopt the new positive language and standards.
Obsession Beats Good Intentions
- Turning around a broken identity requires obsessive attention to detail from one leader.
- Micromanaged standards create the infrastructure winners need.
