COMMON THREADS OF GREAT COMPANIES

The journey of building a great company is multifaceted — it goes beyond mere tactical execution and involves how effectively you share your Vision and strategy, the way you approach leadership, and how effective you are at attracting the right people and putting them into the right seats. Anyone can start a business; it’s another matter entirely to found a company that’s successful, sustainable, and an exceptional place to work.

In our pursuit of excellence at Ninety, we often explore the fundamental traits that distinguish good companies from truly great ones. Why are they different? How are they structured? What are their values? 

As you can imagine, the answers to this are very nuanced and complex. There’s no one-size-fits-all solution that elevates a company to “great” or “truly great” status. 

But a lot of what we’ve found while researching, coaching, and doing our damnedest to build great companies can be broken down and simplified into three common threads: purpose, trust, and strategic focus. 

1. A Purpose That Resonates

At the heart of every great company is a Compelling Why. This is just as much about what your company does as why you do it. Great companies are driven by a purpose that addresses an enduring societal need, not just immediate profit.

2. Trustworthiness at Every Level

Trust is about more than reliability; it's about building and nurturing a culture that prioritizes fairness, integrity, and authenticity. It's about attracting the right people and putting them in the right seats. Trust is what binds our agreements and propels our collective success.

3. Focus and Strategic Clarity

Great companies know exactly who they are, who they serve, how they serve, what they stand for, and where they’re going. They don’t try to be everything to everyone. This clarity helps you understand your current strengths and aids in strategically planning for the future. 

These three points only skim the surface of a subject that is deeply important to me. Read my full blog post to learn more about which consistent traits form the foundation of exceptional organizations:

The 9 Essential Characteristics of a Great Company

PERSPECTIVES

“Without trust, we don’t truly collaborate; we merely coordinate or, at best, cooperate. It is trust that transforms a group of people into a team.” 

— Stephen R. Covey

“Ideas are easy. Implementation is hard.” ― Guy Kawasaki

MARK MY WORDS

The common threads among exceptional companies — purpose, trust, and strategic focus — place Vision, and those genuinely attracted to it, at the heart of their operations. These principles make businesses resilient enough to withstand the tests of time and change.

At Ninety, we’re committed to weaving these threads through every layer of our organization. We aspire not only to achieve greatness in our field but also to inspire and foster greatness in others. 

As Simon Sinek said, building a great company is an infinite game, one that requires consistent commitment, clarity, and alignment with a deeper purpose. It's about more than just surviving; it's about thriving, teaching, and leading by example.

STAY TUNED

Join me in a discussion about worldviews and their impact on founders. I’m sharing my thoughts on how these perspectives influence the different aspects of a business, shaping its path forward in quantifiable and intangible ways.