From Framework to Field Guide: Turning EOS Into a Culture People Can Actually Use

From Framework to Field Guide: Turning EOS Into a Culture People Can Actually Use

There is a difference between a system that looks good on paper and one that truly shapes how people work together every day. Many companies invest in operational frameworks, but only a few succeed in translating those frameworks into something that is lived, understood, and consistently applied across teams.

At T. Baker Smith, that transformation is happening through their method, called The TBS Way. It is their interpretation of the Entrepreneurial Operating System and it has become the cultural engine that aligns eight offices and more than 350 employees across the Gulf South.

Rather than a binder on a shelf or a list of values printed on posters, The TBS Way is a practical guide that employees use daily. It connects culture, strategy, and performance in a way that helps teams operate with clarity and confidence.

Culture That Works in the Real World

When a company grows, maintaining culture isn’t as simple as letting it develop and grow organically. It must be intentional, consistent, and accessible. T. Baker Smith has built The TBS Way around three core tenants: heart, knowledge, and grit. It is not just a slogan. It is a shared language that shapes how people show up every day.

As Brian Moldaner shared, The TBS Way helps new hires understand not only what the firm does, but how they do it and why it matters. It gives long-time employees a renewed sense of pride and alignment. And it creates a consistent foundation for leadership development throughout the organization.

From Operating System to Everyday Tool

EOS provides the structure. The TBS Way turns that structure into something practical. Instead of leaving concepts in abstract terms, the team (led by CEO Kenny Smith) created a physical culture book that functions as a field guide. It includes simple visual tools, clear definitions, and real examples employees can reference when solving problems or planning projects.

The goal was not to create a corporate manual. It was to produce something employees would actually want to use. The result is a tool that supports onboarding, strengthens communication, and helps teams move in the same direction.

Culture That Meets People Where They Are

One of the most powerful choices T. Baker Smith made was to distribute this culture guide across multiple formats so that every employee could access it in a way that works best for them. Their intranet page, called The Grid, houses videos, podcasts, digital book chapters, and downloadable resources.

Some people like to read. Others learn by watching or listening. Some are in the field. Some are behind a desk. The culture lives in all of those digital environments because communication is tailored to the reality of the work and learning styles of the users.

When culture is accessible, it becomes usable. And when it becomes usable, it becomes powerful.

Why This Matters

Companies are looking for ways to strengthen retention, improve onboarding, and create deeper alignment between operations, marketing, and leadership. Culture is not separate from growth. It is the strategy that drives it.

It is not about perfection. It is about progress with clarity and consistency guiding the way.

The Takeaway

Systems give structure. Culture gives meaning.

But communication is what turns both into action.

When a framework becomes a field guide and when values become visible and tangible, teams move faster together. They trust more deeply. They show up to work with connection and purpose.

And that is where growth begins.

Ready to Bring Your Culture to Life

If your organization is considering a culture book, internal communications platform, or immersive brand environment, 30|90 Marketing can help you translate vision into tools people actually use.

Connect with us to explore collaboration and learn how we support firms in aligning strategy, storytelling, and culture driven growth.

Listen to this week’s episode of The Comms Exchange, Progress, Not Perfection: Inside the TBS Way at T. Baker Smith, featuring T. Baker Smith Chief Growth Officer Brian Moldaner.

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