A practical guide to the core principles of the Fish philosophy, plus how to harness its power for workplace transformation.
In any job, regardless of the tasks, individuals and teams make a daily choice about the attitude they bring to their work. The Fish Philosophy provides a simple – yet amazingly effective framework for encouraging a positive choice. It is built on the idea that by focusing on playfulness, service, presence, and personal responsibility, any team can transform its work environment from one of simple obligation into one of genuine engagement and purpose.
(by Jonathan M. Pham)
Highlights
- The Fish Philosophy is a leadership and team-building model that encourages individuals to create a positive work environment by taking responsibility for their attitude, regardless of their job. The philosophy offers a powerful strategic advantage in today’s high-stress work environment; it serves as an amazing tool for combating burnout, boosting productivity and creativity, and enhancing customer satisfaction.
- The four principles of the Fish Philosophy are to Play and foster a spirit of fun, Make Their Day by cultivating positive interactions, Be There by being fully present, and Choose Your Attitude by taking ownership of your mindset.
- Although the Fish Philosophy’s principles are simple, its implementation may face challenges like feeling inauthentic or inappropriate for certain industries, which can be overcome by prioritizing authenticity, adapting the principles to the specific context, and securing buy-in through data-driven pilot programs.
What is the Fish Philosophy?
The Fish Philosophy is a leadership and team-building approach that empowers individuals to create a more positive environment. At its heart, the philosophy asserts that even if we cannot choose the work we do, we can always decide how we do it. As such, it represents a mindset shift that places responsibility on each person for the energy they bring to the workplace.
The Fish Philosophy began when documentary filmmaker John Christensen observed the team at Seattle’s Pike Place Fish Market. On paper, their job was difficult, repetitive, and had low prestige. By conventional logic, employee morale should have been low.
And yet, what Christensen witnessed was the exact opposite: a team bursting with energy, passion, and remarkable customer engagement.
The fishmongers were world-famous for their playful antics, such as throwing fish through the air and engaging in lighthearted banter with customers. They turned a mundane job into a compelling performance that delighted visitors from around the world.
The key insight was this: the fishmongers chose their attitude. They didn’t let the difficult nature of their work dictate their mindset; instead, their mindset changed their work.
Benefits of the Fish Philosophy
In today’s high-stress landscape – where employees are navigating remote work isolation, economic uncertainty, and anxiety about technological shifts like AI – a positive culture is a powerful strategic advantage, and that is where the principles of the Fish Philosophy come into play:
- Combats burnout & boosts retention
These days, employee burnout and disengagement are at record highs. A work environment that lacks positive interaction and a sense of community significantly increases stress and turnover. The Fish Philosophy directly counters this by fostering supportive relationships and personal ownership over one’s attitude.
- Increases productivity & creativity
Research from institutions like the University of Warwick found that participants who were put in a happier mood were approximately 12% more productive. When leaders encourage “play,” they create an environment where creativity flourishes and team members are more engaged in collaborative problem-solving.
- Enhances customer satisfaction
The logic of the service-profit chain model shows that when employees feel genuinely valued and engaged, they provide superior service to customers. A happy workforce translates to happy customers, which in turn leads to increased loyalty and profitability.
Fish philosophy video
4 Principles of Fish Philosophy: A Leader’s Guide to Implementation
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Play: Fostering creativity & energy
We can be serious about our work without being serious about ourselves.
Main idea: Bringing a spirit of fun, creativity, and lightheartedness to work. Rather than being unproductive or unprofessional, it’s about finding joy in the tasks at hand and approaching challenges with an open mindset.
Leader’s role: Encourage and model appropriate play. Give your team permission to bring their personalities to work. When leaders demonstrate that fun and high performance can coexist, innovation flourishes.
Suggested activity: Establish small team rituals that build camaraderie – e.g. starting weekly meetings with a quick, fun icebreaker question, or organizing a friendly competition around achieving a shared goal.
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Make their day: Cultivating meaningful interactions
Find someone who needs a helping hand, a word of support, or a good ear – and make their day.
Main idea: Focusing on small, positive moments and deep interactions that genuinely brighten someone else’s day, whether they are a customer or a colleague. It is the practice of intentional kindness and recognition.
Leader’s role: Empower your team members to make these positive gestures and consistently model appreciative behavior yourself. The goal is to shift the team’s focus from a transactional mindset to a relational one.
Suggested activity: Start team meetings with a “recognition round,” where each person has 30 seconds to give a specific “thank you” or shout-out to a colleague who helped them during the week. A simple practice, yet amazingly effective for promoting a culture of gratitude.
Choose to make today a great day. Your colleagues, customers, team members, and you yourself will be thankful.
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Be there: Being full present
Be There means no one ever has to be alone.
Main idea: Being available for the people you are interacting with. In an age of constant digital distraction, giving someone your undivided attention is one of the most impactful ways to show respect and foster trust. It means putting away your phone, closing your email tab, and listening actively.
Leader’s role: Model this behavior with discipline. When you are in a one-on-one meeting with a team member, close your laptop and put your phone face down.
Suggested activity: Establish a team norm of “lids down” for the first 10 minutes of important meetings to ensure everyone is completely present for the core discussion and decision-making.
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Choose your attitude: Taking ownership of your mindset
There is always a choice about the way you do your work, even if there is not a choice about the work itself.
Main idea: The foundational principle that makes all the others possible, it is the recognition that while you cannot always control external circumstances, you always have the power to decide how you respond to them. It is an act of personal accountability for the energy you bring to the workplace.
Leader’s role: A leader’s attitude is contagious. By consciously choosing to model a positive, solution-focused attitude during a challenge, you set the emotional tone for the entire team.
Suggested activity: When facing a setback, lead the team in a constructive reframing exercise. Ask: “This is a difficult situation. What can we learn from it?” or “What opportunity might be hidden inside this challenge?” This way, you give the team the chance to practice choosing a proactive response over a defeated one.
Nobody can put you in a bad mood without your permission.
Steps of Fish philosophy for leaders
Challenges & Criticisms of Fish Philosophy
While the Fish Philosophy is powerful in its simplicity, implementing it successfully requires careful handling of potential issues. A-ha moments from a training session can fade if leaders aren’t prepared to navigate the practical hurdles that arise when applying these principles in a complex work environment.
- Challenge 1: “It feels forced or inauthentic.”
The most common criticism is that “play” cannot be mandated. If implemented incorrectly, a call for fun may feel contrived or even condescending, especially to introverted team members or those working in a traditionally serious corporate culture.
Solution: Prioritize authenticity over uniformity. A leader’s role is not to force a specific type of fun, but to establish an environment where positive interactions can happen organically. Start with principles that are universally authentic. Focusing first on “Make Their Day” (showing appreciation) and “Be There” (showing respect through listening) builds a foundation of trust that makes “Play” feel more natural later.
Example: If your team is more analytical and less extroverted, “play” doesn’t have to mean loud celebrations. Rather, it can be redefined as fostering creative problem-solving – giving the team time and space to experiment with new ideas in a low-risk, engaging way.
- Challenge 2: “This isn’t appropriate for a serious industry.”
Leaders in high-stakes fields like finance, law, or healthcare might feel that encouraging “playfulness” compromises professionalism, safety standards, or accuracy.
Solution: Reframe the principles for your context. The application of the principles should be adapted to the environment. In a high-pressure setting, “Choose Your Attitude” and “Be There” are not just nice ideas; they are critical performance tools.
Example: In a high-stakes clinical or engineering setting, “Be There” ensures a culture of precise communication where mistakes are less likely to happen due to distraction. “Choose Your Attitude” becomes a crucial resilience technique for managing stress during high-pressure situations, preventing panic and promoting clear thinking.
- Challenge 3: Lack of buy-in or inconsistent modeling
The initiative is launched, but managers or senior leaders do not participate. They continue to model conflicting behaviors, such as being distracted in meetings (violating “Be There”) or being overly critical and negative (violating “Choose Your Attitude” and “Make Their Day”). The result? An attitude of cynicism from employees, no doubt.
Solution: Start small and prove value with data. Instead of a top-down, mandatory rollout across the entire company, it may be better to start with a pilot program in a single receptive department. Track key metrics for that team for one or two quarters (e.g., employee engagement scores, customer satisfaction ratings, or team productivity). Use the measurable improvements from this pilot group to build a compelling case study to win over skeptical leaders and demonstrate tangible business value.
Books about Fish Philosophy
- FISH!: A Proven Way to Boost Morale and Improve Results – by Stephen C. Lundin, Harry Paul, and John Christensen
The original and most popular book that launched the movement, it’s a parable-style story about a manager who transforms a toxic workplace using lessons from Seattle’s Pike Place Fish Market.
- FISH! Tales – by Stephen C. Lundin and others
A follow-up that shares real-life stories from companies across industries.
- FISH! Sticks – by Stephen C. Lundin, John Christensen, and Harry Paul
Focuses on how to sustain the energy and engagement created by the philosophy over time. Ideal for leaders and teams who wish to deliver long-term impact.
- FISH! for Life
A more holistic take on living joyfully and intentionally that goes beyond the workplace – into personal relationships, family life, and community.
How ITD World’s Training Solutions Can Help
At ITD World, we specialize in enabling organizations to build positive, high-performing cultures. We provide specialized programs intended to cultivate the essential skills that bring philosophies like the Fish philosophy to life, improving engagement, teamwork, and customer service.
What we offer:
- Team building & culture workshops: Designed to improve team dynamics, promote trust, and foster collaboration.
- Leadership coaching & development: Equip critical skills in emotional intelligence, positive communication, and recognition.
Ready to boost morale and improve results in your workplace? Contact ITD World today to learn how our solutions can contribute to the establishment of a more engaged organization!
Other resources you might be interested in:
- Finding Happiness in Your Career: A How-to Guide
- Leadership Philosophy: How to Define Your True North
- Coaching Philosophy: Crafting an Impactful One
- Talent Philosophy: Unlocking Workforce Potential
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