Recently, Sam Whitelock spent time with a Total Tours rugby group. As per usual, he offered his time over breakfast to answer some questions. One of those questions was about team culture and how do you develop it. Sam replied: Culture is many things. It could be that funny hat that one of your players is wearing: is that for the Dick of the Day? It could be how your coach or captain conducts themselves and leads by example. It is many things, but mostly it is communication. And not just communication amongst players. It is how many links there are throughout the squad: partners, kids, friends, staff and others. These are the threads that weave together to make up the cultural fabric. The more threads, more tightly interwoven the stronger the garment will be.