How to build rituals that stick

Written by Almohannad Albastaki and Dima Boulad . Artwork by Rayan G.

It all began when Alex Gallafent an Executive Director at IDEO with a musical flair, arrived in Dubai to assist with one of our lab projects. As a special greeting, one morning he introduced us to the Sonic Shower, sparking curiosity all around.

None of us knew what a Sonic Shower was, but Alex's creativity promised something special. That morning, he played a 15-minute playlist to start our day on a different note, quite literally.

This could have been a one-time event. But then, Volker, a former IDEO director, followed with a sonic journey through the Alps, turning our office into an imaginary wilderness. Almo, our newest recruit and DJ, followed by blending his musical passion with his professional life through the next Sonic Shower.

Though Alex didn’t define the purpose of the Sonic Shower, we saw it as a way to reset our minds through music. No agenda, just Sonic Joy. And it stuck.

Nearly a year and a half later, the Sonic Shower is a key part of our lab's rituals happening on the third Tuesday of every month. Each session is a 15-minute musical immersion in the Lab and is curated by a different lab member, creating a diverse tapestry of experiences. Over time, it has evolved into a multi-sensory event with visuals, poster designs, and even external participants.?

What started as a simple playlist share has grown into a rich ritual that celebrates creativity and connection. As Alex says in "Take a Sonic Shower," “Listening together creates a delicate, light experience of community.”

So we began to ask ourselves: How does one craft a ritual that unites people? How do we ensure these rituals last??

Here are six ingredients we think are essential to? transforming a simple activity into a bona fide ritual.?

Ingredients

1. SUBTLE GROUND RULES?

In the Sonic Shower’s early months, attendance was low, with only early birds and music enthusiasts showing up. The problem was the timing: the 15-minute slot before the workday was a hurdle. People were interested but the timing was a dealbreaker.

We decided to shift the Sonic Shower to the lunch hour, allowing flexibility for those needing a break or time to eat. The timing was co-created with our audience; and that change led to a surge in attendance. Instead of starting our day differently, it became a midday reset.

To maintain structure, we encouraged hosts to keep playlists around 15-minutes. This duration was key; long enough to be impactful, but short enough to avoid boredom: 15-minutes was the sweet spot. The importance of timing in rituals is crucial: When they happen and for how long. For us, even 15-minutes was enough to create a ritual that people look forward to. It was easy to bake into the day, and created a moment of musical rest.?

2. FREEDOM TO INNOVATE

Beyond the ground rules we set, hosts have the freedom to experiment. Each session builds on the last, evolving organically. When new team members took over, they added their own creative touches while borrowing from previous sessions.

Amna was the first to introduce a video feature, showcasing Emirati poetry with visuals from an old Abu Dhabi documentary during UAE National Day. This transformed the visual dimension from just presenting a track list to showing visuals inspired by the music.

Later, a natural addition came up: On rotation, team members were tasked with designing a poster for the event, with no brief other than the dimensions. They were encouraged to experiment freely, with the poster taking no more than 30 minutes to create.

3. CONSISTENT FOMO

When it comes to frequency, we noticed that when rituals happen too often, they risk becoming routine and stale. Almo, with his experience in the music scene, knew that events which are too frequent can lose their appeal. People might feel that they can always catch the next one. The novelty of hosting might wear off all together. Lab members might start griping that it’s interfering with their work or lunch period.

Rare events, even monthly ones, create a certain FOMO (Fear Of Missing Out) effect. Dr. Robert Cialdini's Seven Principles of Persuasion highlights scarcity as one of its main principles. Each session becomes a marked mini-break, something to look forward to amidst our busy work schedules.

There is a certain sweet spot in frequency for every type of ritual that suits its intention. For our lab, this meant a monthly engagement; and having that consistency to know it always happens before lunch created more ritualistic norms of how to show up. People know how and when to show up.

4. INTENTION OF SPACE

Whether hosted around a table, in a backyard, or on a couch, the setting deeply influences how people feel as they enter the ritual. The physical ambiance can elevate the experience or make it tedious.

Space is crucial in Experience Design. As Priya Parker notes in The Art of Gathering, always return to your intention. If the goal is to help people unwind by listening to music then the space must support that.

For the Sonic Shower, we chose our lab lounge consisting of? an L-shaped couch, a coffee table, and a quaint rug. We created a comfortable setting by dimming the lights and adjusting the music volume, transforming the space from a sterile office into a relaxing environment. Dimming the lights sets the mood, signaling the start of the Sonic Shower and shifting mental states as harsh corporate lights give way to relaxation.

Whether members relax on the couch or sit on the floor, the setup encourages a small yet significant stream of creativity. Who knew a simple couch could have such an impact??

5. BEING PERSONAL ALWAYS WINS

The Sonic Shower naturally became a way for the host to share personal experiences with the team. In this safe environment, we celebrated the uniqueness of our lives, experiencing team members' vacation photos, travel documentation, or calming videos.

We once traveled with Hamish through his travels in South East Asia, went on a journey in Italy with Dhari, learned about Evan’s childhood Tabla lessons in his early days in Dubai, and discovered Ayesha’s love for Wes Anderson through his films.?

Posters branded with the host’s name added a celebratory flair, giving hosts a thrill to see their name displayed. This sense of ownership made each session special, with hosts earning recognition for their unique touches.

These small yet significant details added pride and excitement, bringing us closer as we shared personal pieces of our lives. That recognition made the experience emotional and unique.

6. THREE KEY ROLES?

Every ritual is held together and nurtured by three key roles. Identifying the people who are naturally gravitating towards them and nurturing them will help nurture the culture and sustain the ritual.

The Champion: The champion constantly sends calendar invites and holds the guidelines together. Almo kept the Sonic Shower going, sticking to a consistent time, explaining playlists, and making each session distinct.?

The Early Adopter: The Early adopter were the first to step up and take over the reigns from the champion. They helped others overcome hesitancy, making the ritual more comfortable and inclusive. Early adopters are always to be celebrated!?

The Cheerleader: Even with low attendance, cheerleaders always showed up, invited others, and kept the ritual alive and expanding.

Rituals like our Sonic Shower are the bedrock of any strong company culture. They pull us together, breaking the monotony of meetings and reminding us we're part of something bigger. It’s remarkable how something as simple as gathering in the same room, without the weight of agendas, has forged such a profound connection between us.

We never imagined the Sonic Shower would become so sought after. Colleagues from around the Emirates Towers (our office building) are eager to join in. While those abroad anticipate the release of each playlist - which we host on Spotify.

With a few simple rules - a 15-minute playlist, physical presence, dimmed lights - we created a good foundation that led to creativity. The genius was in allowing the ritual to adapt, keeping it relevant and engaging, no matter how the team or circumstances changed.

We would love to hear more about your company rituals - What are they and how have you found ways to nurture them? We’d love to hear your shares!?