Watch as Jon Gordon explains that leadership drives culture. It is important to identify what you stand for, what you want to be known for, and what you value. Culture is not static, it is dynamic, so every day you create your culture by what you think, say, and do. It is key that administrators and coaches acknowledge and reinforce positive culture when they see it in their students and teams. Help them understand that they are leaders, and they can help to create your culture.