Most teams say they want a strong culture.
Very few can define what that means—let alone how to build it.
Culture isn’t something you “hope shows up.”
It’s a system. A framework. A blueprint.
At X Squared, we use the BASE Framework to build cultures that scale. It’s the foundation for how your team thinks, operates, and wins.
If you don’t define BASE, you’ll default to chaos.
How to Define it In Your Company:
B — Beliefs
These are the core convictions that shape how your team thinks.
They influence decisions, behaviors, and what people do when no one’s watching.
How to define it:
Ask: “What do we believe must be true in order for us to win here?”
Example beliefs:
“Ownership beats excuses.”
“We grow through pressure, not around it.”
“Service drives sales.”
Write down 3–5 beliefs that define your operating system. These will be the lens through which every decision is made.
A — Actions
These are the daily habits, rhythms, and rituals that bring the beliefs to life.
How to define it:
Ask: “If someone shadowed us for a day, what would they see that proves what we believe?”
Example actions:
Daily stand-ups
Weekly scorecard reviews
Post-sale customer calls
Conflict handled within 24 hours
If the action isn’t happening consistently, the belief is just lip service.
S — Standards
These are the lines you draw. What’s always expected—and what’s never accepted.
How to define it:
Ask: “What do we tolerate that we know we shouldn’t?”
Then ask: “What’s the minimum level of execution this role/team must meet—no matter what?”
Examples:
Sales reps follow up within 2 hours—no exceptions
Client issues responded to within 24 hours
Meetings start on time. Always.
Standards are not suggestions. They are commitments.
E — Ethos
This is the deeper identity and character of your team. It's what people feel when they interact with you. It's the culture’s soul.
How to define it:
Ask: “What do we want to be known for?”
Ask your best team members: “What makes this team different from anywhere else you’ve worked?”
Examples:
Unbreakable trust
Relentless pursuit of mastery
We serve first, then we sell
Ethos is what draws people in and keeps them aligned. It's the culture glue.
How to Install BASE Across the Organization
Start with Leadership: Your leadership team should define the BASE framework together. If they’re not aligned, the team never will be.
Document It Publicly: Don’t just talk about culture in onboarding. Build a one-pager that outlines BASE. Make it visible.
Build It Into the System:
Beliefs: Review at quarterly team meetings
Actions: Tie into daily/weekly rhythms
Standards: Use in performance reviews and 1:1s
Ethos: Reinforce in team storytelling, internal wins, and hiring decisions
Coach to It—Every Week: When people fall short, tie it back to which part of BASE they’re missing.
"This wasn’t just a missed task—it broke our standard.”
“This attitude doesn’t align with our beliefs.”
Culture dies in silence. Keep it loud.
Build the Foundation, or Watch the House Fall
Culture isn’t free. It’s not a slogan.
It’s a system of belief, behavior, boundaries, and identity.
If you don’t define it, you don’t have it.
When your BASE is solid, the team knows how to think, act, perform, and grow—without you needing to be in the room.
Action Step:
Start with beliefs. Then work your way through.
This framework won’t just align your culture—it’ll scale it.
P.S. If you're serious about building a culture that actually drives results, not noise—schedule a time with my team. We’ll show you how to install the right beliefs, actions, standards, and ethos into your business.
