In this introduction, I explain how to build a strong, values-driven culture for creative teams by aligning individual motivations with shared goals. You'll learn why establishing clear norms is essential for improving team performance and how this course condenses 25 years of startup experience into actionable insights. I also introduce two valuable resources—a guide to real-world norms and a facilitation guide to help you implement them without needing to lead the process yourself. Watch this video to discover the foundational principles that will help you design a high-performing, motivated team.