By Charles Freericks, Director, Learning Programs & Advisory Services, SAI360
I was never a “school spirit” sort of person. During high school, I wore my cynicism about like a badge: Hello, My Name is I Don’t Care.
But that cynicism cracked one afternoon in my senior year. Sitting in the bleachers at a pep rally, half-mocking the cheerleaders and fight song, I suddenly felt something unexpected: I felt like I belonged. Just for a moment, I was part of something bigger than me. A brick in the wall, maybe—but a wall that mattered to all these people—my people, and our shared experience.
The same feeling hit me again years later at my first college basketball game, and then once more at a football game when I was attending graduate school at a football powerhouse. I call this the “We Are Marshall” effect (after the film). Even people who roll their eyes at “rah-rah” moments have a capacity to be swept up in pride and belonging. And that sense of “I’m part of this” can be a powerful tool for engaging people, even in ethics and compliance training.
I mean, that’s certainly one of the elements in “Ted Lasso” too (alongside with the overriding concept that being good begats good).
Pride as a Hidden Motivator
Over the years, I’ve looked for ways to bring this effect into client programs. Employees, like students, may not walk around with spirit banners or mascots on their shirts. But almost everyone has moments of pride in their company: its history, its mission, its reputation. Tapping into that pride reframes training from being about rules you must follow to a culture you’re proud to protect.
Many organizations already have the raw material. Some companies have mascots or icons that are practically celebrities inside their walls. Some have beloved products that have become the absolute representation of who the are. I’ve never worked with Chevrolet, but I can feel the pride that exudes from the Corvette. Thinking of other companies I have never interacted with, there are the orange handle scissors from Fiskars, the red-soled shoes from Christian Louboutin, the yellow Post-It notes from 3M, and of course the Lego brick from Lego.
Some companies showcase their history with museum-style displays: product prototypes, aircraft models, photographs of past leaders, or trophies of industry firsts. These artifacts do what high school trophy cases did—they remind people they’re part of a legacy worth honoring.
A Case in Point: “What Would Alice Do?”
Years ago, I worked with a client whose mascot—let’s call her Alice—was everywhere. Photos of Alice greeted you on every floor of headquarters. Some departments had entire showcases dedicated to Alice’s role in the company’s story.
We began sketching out a program called “What Would Alice Do?” Alice would serve as the company’s ethics ambassador: showing up in posters, email campaigns, even course modules. Unfortunately, the idea stalled in the marketing department, but it planted a seed for me.
I realized you don’t need a mascot. The company’s name, logo, history, and milestones can play the same role. Pride and identity themselves can become the “mascot.”
The Executive Buy-In Effect
When I pitch this idea, I often see immediate recognition in leaders. I’ve watched C-suite executives light up when they realize their compliance training can reflect the company’s story, not just regulatory checklists. I’ve had CEOs volunteer to record video introductions.
Even a simple historical framing works. Once, I opened a training module with a short narrative of a company’s founding and growth. Nothing elaborate—just a few slides summarizing their journey. The reaction? “This is amazing… I love it… wow, I’m feeling the pride.” The compliance message landed more deeply because it was tied to their story.
Putting the Idea into Practice
So how can you apply the “We Are Marshall” effect to your own program? Here are three ways to start:
Mine Your History
Begin trainings or campaigns with a touchpoint from the company’s story: the founding, a breakthrough product, a core value that’s stood the test of time.
Frame compliance not as “avoidance of risk” but as “protecting what we’ve built together.”
Use Symbols of Belonging
Borrow from your company’s mascot (if marketing is okay with it), logo, or even office artifacts. Or use your company’s slogan, “we build financial security,” “we protect your family,” “we care about tomorrow.” Or use your company’s most popular or iconic product, that thing that makes everyone proud to see in a store or in a friend’s driveway.
Enlist Leaders as Spirit Carriers
Encourage executives to connect compliance to company pride in their own voices.
Short video intros, town hall tie-ins, or even personal anecdotes from leaders can anchor compliance messages in shared identity. It’s not just “We are Marshall,” it’s also “We do the right thing,” or “We live our ethics.”
Closing Thought
Employees don’t get inspired by checklists. They get inspired when they feel they belong to something meaningful. That moment in the bleachers at my high school pep rally reminded me—even the cynics can be swept up by collective spirit.
When your ethics and compliance program taps into that same pride—by telling the company’s story, celebrating its symbols, and letting leaders embody its values—you move training from obligation to engagement.
Because when people are proud of where they work, they’ll protect it. And that’s the real foundation of a strong compliance culture.