To build a Culture of Excellence, the verbiage, hiring, training and messaging all have to revolve around one message - “We will do MORE than what you expect.”
If only one person or a few people are doing more, then that is NOT a culture. Culture means a way of life. It should be normal for your team to do more. In a Culture of Excellence, if an employee only meets expectations, that person should stand out - in a bad way. A true Culture of Excellence should reveal and repel anyone who “just wants a job."
People who are committed to only doing the bare minimum should feel uncomfortable working in such a culture. Exceeding expectations is the only standard. Nothing else will do. People who believe in a Culture of Excellence can’t stand working with someone who is content with only meeting expectations. They would rather be short-staffed or even work by themselves.
Takeaway: Commit to only recruiting, hiring, orienting and training people who already love to do more than what is expected.