Be explicit about how much you care about excellence and why. Define excellence together with students, envision what an excellent team they aspire to be, and co-create norms and expectations that will hold each accountable in creating a culture of excellence.
Showing students qualities of performance and moral character will scaffold them to think and name how they want to become. The key here is to treat character as something that is not innate, but like muscles. Character is to be trained and to be developed. When talking about character, invite students to think about what quality of character they value and who in their lives demonstrate that quality. Doing this will help students express their voice and decenter you from imposing them on what they should become of. It will also help students realize and appreciate the existence of others that are dear to them.
Another key here is to bring student voice and to reflect that in every aspect, while being intentional and explicit about a culture of domination. One of the ways to be explicit about a culture of domination is to name what does not build excellence. This will help students and you de-center from a culture of domination, in other words, white supremacy culture (Okun, 2001). In my opinion, the following prevailing values of the culture do not build a culture of excellence.
To excel does not mean to be perfect. To excel does not also mean to not make any mistakes. It is an "ongoing invention and creation" and celebrates both glow and grows (Designing a Culture of Excellence).
A culture of excellence will not be achieved when certain individuals are excluded, oppressed, or not respected. It is an inclusive and collective work.
A culture of excellence is not about somebody winning or losing. It is also not about being or doing "better than the other." It is about going beyond the ordinary together.
SMART & GOOD
If you want to know more about character that build an ethic of excellence, I highly recommend reading this report written by Dr. Thomas Lickona and Dr. Matthew Davidson. Findings are based on their study of 24 diverse high schools across the U.S. and they explain how important it is for schools to care about building character.