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Constant Clarity Is Key To Team Culture

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Craig Parnham is the Director of Coach & Education Learning for United States National Field Hockey. Previously, Parnham coached the USWNT (2013-2017) and biult a program that became an international threat for the first time. Notably, Parnham competed in both the Sydney 2000 and Athens 2004 Olympic Games and coached in three: Beijing (2008), London (2012) and Rio (2016) Olympic Games.

One of the largest issues Parnham sees within organizations is not having a clear understanding of the mission and vision to explain to families. He quotes Vince Lombardi, saying, "Culture is an all-time thing not just a sometimes thing," in describing his opinion on culture. He emphasizes that it takes time to build a strong culture and coaches and staff need to invest their time to truly create a culture that is desired.