Digging into your team’s psyche can feel like pulling teeth… but getting into their heads is important, it’s one of the most crucial things you can do to strengthen your culture and find clear direction on where to improve. The key is to create a space where people feel safe sharing honest thoughts, without feeling awkward or singled out.

When we kick off culture transformation workshops with businesses across the country, there’s one question that never fails to get the room buzzing:

“What are your competitors good at?”

It might sound simple, but it’s incredibly effective. Every time we ask, we see people move from cautious to energised, swapping stories, sharing insights, and opening up – inadvertently sharing what could make their own organisation stronger. By focusing on competitors, staff can speak freely about opportunities for improvement without the discomfort of pointing fingers internally.

Why It Works So Well

• No awkwardness – it’s easier to talk about what others do well than to critique ourselves directly.
• Reveals real insights – you’ll quickly see where your team thinks you could raise your game.
• Gets people talking – it breaks the ice and sets the tone for open, productive conversations.
• Brings fresh perspective – it helps everyone step back and think beyond their daily tasks.

This question always sparks some of the most honest and energising conversations in our culture sessions. It’s a powerful starting point for teams to reflect on where they are today, what they admire in others, and what could set them apart in the future.

Culture doesn’t happen by accident - it’s built intentionally, through conversations that invite everyone in. Exploring questions like this can help create a culture where people feel heard, engaged, and motivated to grow together.