FISH! Philosophy: A Proven Approach to Boost Culture, Engagement and Performance
Why FISH! Still Matters More Than Ever?
What began almost three decades ago at Seattle’s famous Pike Place Fish Market has grown into a global philosophy that continues to inspire organisations, leaders and teams around the world. In a recent conversation between John Christensen, Founder and Creator of the FISH! Philosophy, and Andre Wiringa, Founder and CEO of Start Reverse, one message became crystal clear: FISH! is not a trend from the past. It is a timeless and deeply relevant way of bringing more energy, connection and humanity into work.
From a Moment to a Movement
John shared how the philosophy was born from a simple but powerful observation: people can choose how they show up at work. When he encountered the fishmongers of Pike Place, he did not just see people selling fish. He saw wholeheartedness in action. He saw playfulness, presence, passion and genuine connection. That moment became the spark for what would later be distilled into the four FISH! practices: *Play, Be There, Choose Your Attitude and Make Their Day.*
What makes FISH! so powerful is that it was never invented as a theory first. It was discovered in practice. The language came later. The behaviours came first. That is exactly why it continues to resonate across industries, cultures and generations. From schools to hospitals, from manufacturing plants to luxury brands, FISH! has helped create stronger cultures, shared language and more human workplaces.
The Real Crisis at Work Isn’t Performance. It’s Disconnection.
In today’s world, that relevance has only increased. With hybrid working, digital overload and growing disconnection, organisations are not simply being asked to return to the office. They are being invited to *return to people*. As John beautifully framed it, work has become one of the most important places of community in modern life. And when people feel seen, heard and connected, trust grows, innovation flows and performance follows.
The conversation also highlighted that FISH! is not about pretending to be cheerful all the time. It is about awareness. It is about understanding how you show up, how you lead and what kind of impact you have on others. Leaders set the tone. They can create fear and distance, or they can create energy, care and belonging. FISH! offers a simple yet powerful framework to do the latter with intention.
FISH! is not about being “On” all the time
What makes this next chapter especially exciting is the combination of *FISH! and Reversology*. At Start Reverse, we believe that energy and positivity are most powerful when they are not left to chance, but designed with intention. That is where Reversology comes in. By starting with the experience people should have — as team members, customers or leaders — and then working backwards, we help organisations translate the spirit of FISH! into concrete choices, behaviours, rituals and leadership practices. In that way, FISH! becomes more than an inspiring philosophy. It becomes a deliberate culture-building approach.
This is exactly why we call it *FISH! 2.0. It honours the timeless power of the original practices — **Play, Be There, Choose Your Attitude and Make Their Day* — while enriching them for today’s world of work. Powered by Reversology, FISH! 2.0 helps organisations move from spontaneous moments of positivity to sustainable people experiences by design. It connects mindset to method, energy to embedment, and inspiration to long-term cultural impact. In that sense, FISH! 2.0 is not a departure from the original philosophy, but the next evolution of it.
Impact & Energy
Perhaps that is why the philosophy still creates such remarkable results today. Teams become more engaged. Cultures become stronger. Turnover drops. People reconnect to meaning in their work. Whether on a school playground, in a children’s hospital, on a factory floor or inside a high-end luxury brand, the principles remain the same: when people choose to bring more humanity to work, everything changes.
At Start Reverse, this is exactly why we believe in the renewed power of FISH!. In a world that often feels rushed, transactional and fragmented, FISH! reminds us of something essential: work can be more alive, more connected and more meaningful. Not through complexity, but through everyday choices. Through the way we show up. Through the way we treat one another. And through the cultures we consciously create together.
let's talk
We are looking forward to talking to you !
Please fill out the contact form below and we will reach out to you within 24 hours.
Do you have a more urgent question?
Feel free to give us a call at +31 (020) 237 47 18
