Culture Wins Championships: A Lesson for Small Businesses in a Disruptive World

Column Summary:  

As small businesses in Oklahoma face growing economic disruptions, building the right culture is no longer optional—it’s essential. In this column, Dr. Daryl D. Green reflects on his high school football team’s transformation from underdogs to champions to illustrate how resilient culture drives lasting success. In the 2025 return of tariffs under President Trump, Dr. Green challenges entrepreneurs to rethink how their organizational culture impacts agility, innovation, and growth. With practical questions and powerful insights, this article helps business owners create cultures that can thrive—even in turbulent times.

INTRODUCTION

In 1984, I was a senior at Captain Shreve High School in Shreveport, Louisiana, playing football for one of the most determined teams in school history. The year before, we faced Ruston High School—a powerhouse with more state championships than I had fingers. When our team bus rolled into Ruston, they had already posted the score before the game started. Talk about psychological warfare! We played like we had already lost—and we did.

But a year later, everything changed. We weren’t just a team with talent. We were a team with a belief. Our losses had matured into motivation, and our culture had transformed into something powerful. When we met Ruston again, we stunned them. That year, we went undefeated in the region, made it to the semifinals, and secured our place as one of the greatest teams in school history. Culture won us that season.

Do you have the right kind of culture? We live in a world of disruption. No one is coming to save us. To thrive in this new economy, our businesses must be rooted in a culture of resilience, agility, and vision. This article challenges small business leaders to build cultures that thrive in disruption, not fold under it. Disruption is not on the horizon—it’s here. In 2025, we see the return of President Trump’s sweeping tariffs on countries including China imports, reigniting a trade war that will cost U.S. businesses.  Small businesses will not be the exception.

Furthermore, a September 2021 National Federation of Independent Business survey indicated that 64% of small business owners had increased their average selling prices due to supply chain disruptions and/or increased compensation. This reality may have challenged some organizations’ culture at the time.  Sectors like manufacturing, retail, and agriculture—many with deep roots in Oklahoma—feel the squeeze. Tariffs aren’t just a policy decision; they’re a domino that hits every small business owner trying to stay afloat. So, what’s the takeaway? You can’t just ride the waves—you must learn to surf the storm. And that starts with culture.

Caption:  Dr. Green and Dr. Herron share market trends with today’s small businesses.

What exactly is organizational culture? It’s more than what’s written on the wall—it’s what people live out when no one’s watching. It’s the glue that holds your mission together when the market shakes. Brian Chesky, co-founder and CEO of Airbnb, notes, “Culture is simply a shared way of doing something with a passion.” You can’t always control the economy but can shape your environment. A strong culture helps you respond to disruption, not with panic, but with purpose.

At our 2025 Leadership Conference at St. John Missionary Baptist Church, I sat alongside Marvlieu Hall, a human resource strategist with over 25 years of experience working with global executives. During our panel, she delivered a one-liner that hit home: “Culture eats strategy for breakfast.” I chuckled, then nodded—because she was right. You can have the best strategy in Oklahoma, but if your people are disengaged, your team lacks trust, or your values are just words on paper, your business is built on sand.

Here are some questions every business owner should ask:

• What is your current culture? Be honest.
• Does your culture align with your strategy?
• Are your employees modeling the culture you want to be known for?
• Have you invited a neutral third party to assess your culture objectively?
• Who’s the top-performing business in your industry—and what’s the secret sauce in their culture?
• How often do you invest in training around culture, for yourself and your team?
• What rituals, stories, or values are repeated in your workplace?

CONCLUSION

Culture is never an accident. If you don’t design it, you’ll drift into dysfunction. Let me take you back to that football field. Ruston had a championship reputation, but they got comfortable. Our team had nothing but grit. Their culture had slipped into complacency, while ours had evolved into focus, brotherhood, and hunger. That made all the difference.

If your business is going to compete—whether in North Tulsa, East OKC, or rural Logan County—you need more than hustle. You need a winning culture. As business legend Howard Schultz, former CEO of Starbucks, once said: “When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible.” And that’s the truth.

Let’s build cultures that do more than survive. Let’s build cultures that win.

© 2025 by D. D. Green

About Dr. Daryl D. Green:

Dr. Daryl D. Green is a business strategist, professional speaker, and noted author. He serves as the Vice President of Marketing at AGSM Consulting LLC and is the author of Small Business Marketing and Life After Retirement. Additionally, he is the Dean of the Langston Business School. Dr. Green has been recognized and quoted by USA Today, Ebony Magazine, and the Associated Press.

For more information about this article or business assistance, contact Dr. Green at advice@darylgreen.org or  www.drdarylgreen.com.