The Champion's Creed

Visionary strategies from former NFL star to infuse your company's Culture with purpose and direction

In The Champion's Creed, NFL star and Chief Culture Officer Ben Utecht unveils the blueprint for forging unbeatable teams in any arena. Central to Utecht's methodology is the creation of a “Culture Creed”—a dynamic manifesto that transcends typical mission statements. This powerful tool becomes the compass guiding every decision, action, and interaction within an organization. Readers will learn how to craft and implement their own Culture Creed, infusing their company's Culture with purpose and direction. Drawing from his unique journey from Super Bowl victor to leading corporate strategist, Utecht melds gridiron wisdom with executive acumen, presenting a transformative approach to culture, leadership, and team building that promises to show readers how to:

• Synchronize fundamental beliefs with business objectives
• Nurture an atmosphere that naturally boosts productivity
• Master the “Four L's” of exemplary guidance: Listening, Learning, Language, and Love
• Develop a potent “Ethos Declaration” to steer every facet of operations

Whether you're helming a startup or steering a Fortune 500 behemoth, The Champion's Creed not only provides an essential resource for visionaries aiming to leave an indelible mark on their industry but also gives us the secrets to building a legacy of success, inspiring peak performance, and creating an organizational culture that stands the test of time.

Foreword by Tony Dungy ix

Chapter 1 The Tunnel 1

Chapter 2 What Is Culture? 7

Chapter 3 “Believe!” The Ted Lasso Effect 17

Chapter 4 Culture Is the Strategy 27

Chapter 5 Beliefs Drive Values 35

Chapter 6 The Culture Movement 45

Chapter 7 Blueprint of a Super Bowl Culture 53

Chapter 8 The Culture Creed 63

Chapter 9 The Secret Sauce 79

Chapter 10 Performance versus Aspiration 87

Chapter 11 Practice, Practice, Practice! 95

Chapter 12 Data-Driven Culture 101

Chapter 13 Purpose 109

Chapter 14 My NFL Miracle 117

Afterword by Jeff Utecht 123

Notes 127

Acknowledgments 133

About the Author 135

Index 139

BEN UTECHT is a renowned corporate leadership and culture expert. He’s the Chief Culture Officer for True North Private Equity and a former Super Bowl Champion. He is a recipient of the Uncommon Leader Award from NFL Hall of Fame coach Tony Dungy. His philosophy centers on intentional culture design, empowering companies to create and implement strategies that drive bottom-line improvement while developing individuals.

In The Champion’s Creed, former NFL star, Super Bowl winner, and Chief Culture Officer Ben Utecht unveils the playbook to creating unbeatable teams in any arena. A dynamic manifesto that transcends typical mission statements, the “Culture Creed” promises to become an indispensable tool for leaders, giving them a compass to help guide every decision, action, and interaction within an organization.

In these pages, you’ll not only learn how to craft and implement your own Culture Creed, based on your firm’s unique purpose and direction, but also synchronize your company’s fundamental values with business objectives. Additionally, you’ll discover a transformative approach to culture, leadership, and team building that was shaped from the bottom up by Utecht’s transformative journey from Super Bowl victor to leading corporate strategist.

Not stopping there, The Champion’s Creed gives you the determination to nurture an atmosphere that naturally boosts productivity and demonstrates how to master the development of a culture by design. It also helps you to develop a potent “Ethos Declaration,” a framework that allows you to steer every facet of your company’s operations.

Whether you’re a CEO of a Fortune 500 company or simply looking to reinvigorate a group of colleagues, The Champion’s Creed is a must-read resource for visionaries seeking to both leave their mark and build a legacy of success that stands the test of time.

Praise for THE CHAMPION’S CREED

“Ben Utecht has masterfully combined his experiences from the football field with his deep understanding of leadership to create this roadmap for building a winning culture. This is not just another culture book. It’s a must-read for every business leader and coach!”
— JON GORDON, 17x Bestselling Author of The Energy Bus and The Power of Positive Leadership

“In The Champion’s Creed, Ben Utecht reveals the heart of what separates good teams from great ones: a belief-driven culture rooted in trust, integrity, and shared purpose. His journey from the NFL to the boardroom is filled with lessons that inspire leaders to cultivate unity and excellence within their organizations. Ben’s commitment to helping others build cultures that endure shines through each page. This book is a roadmap for anyone who wants to lead with impact and leave a lasting legacy.”
— JOHN C. MAXWELL, Leadership Expert and Bestselling Author of The 21 Irrefutable Laws of Leadership

“Not only compelling but also essential for any organization looking to thrive in today’s world. Ben’s heart for people and his passion for creating environments of trust and excellence come through in every page. This book will inspire leaders at all levels to rethink how they approach culture and to lead with authenticity and purpose.”
— DR. TONY BRIDWELL, Chief Talent Officer, Chief People Officer and 7x Author

“A powerful testament to the impact of intentional culture-building on organizational success. Ben Utecht’s personal journey and actionable insights make this a must-read for anyone looking to transform their team or organization into a championship-level culture.”
— JAIME TAETS, Chief Vision Officer and Founder of Keystone Group International, Speaker, 2x Author, and named to Inc. magazine’s Top Female Founders list for 2023

“Ben Utecht has crafted a playbook for building trust, culture, and lasting success. His deep understanding of how beliefs drive behavior and his personal journey through sports and leadership make this an invaluable resource for leaders.”
— DAVID HORSAGER, Bestselling Author of The Trust Edge and CEO of Trust Edge Leadership Institute

“In The Champion’s Creed, Ben Utecht reveals the heart of what separates good teams from great ones: a belief-driven culture rooted in trust, integrity, and shared purpose. His journey from the NFL to the boardroom is filled with lessons that inspire leaders to cultivate unity and excellence within their organizations. Ben’s commitment to helping others build cultures that endure shines through each page. This book is a roadmap for anyone who wants to lead with impact and leave a lasting legacy.” — John C. Maxwell, Leadership Expert and Bestselling Author of The 21 Irrefutable Laws of Leadership

“Ben Utecht has masterfully combined his experiences from the football field with his deep understanding of leadership to create this roadmap for building a winning culture. This is not just another culture book. It’s a must read for every business leader and coach!” — Jon Gordon, 17x Bestselling Author of The Energy Bus and The Power of Positive Leadership

“Not only compelling but also essential for any organization looking to thrive in today’s world. Ben’s heart for people and his passion for creating environments of trust and excellence come through in every page. This book will inspire leaders at all levels to rethink how they approach culture and to lead with authenticity and purpose.” —Dr. Tony Bridwell, Chief Talent Officer, Chief People Officer and 7x Author

“A powerful testament to the impact of intentional culture-building on organizational success. Ben Utecht’s personal journey and actionable insights make this a must-read for anyone looking to transform their team or organization into a championship-level culture.” — Jaime Taets, Chief Vision Officer and Founder of Keystone Group International, Speaker, 2x Author, Inc Top Female Founders 2023

“Ben Utecht has crafted a playbook for building trust, culture, and lasting success. His deep understanding of how beliefs drive behavior and his personal journey through sports and leadership make this an invaluable resource for leaders.” —David Horsager, Bestselling Author of The Trust Edge and CEO of Trust Edge Leadership Institute

”Ben has provided us with a powerful statement of how belief and culture create winning teams, both on and off the field. This book is an inspiring and essential read for leaders who seek lasting success.” —DeMaurice Smith, Former NFLPA Executive Director, Professor of Law, Scholar, and Storyteller