Being a founder is a lot like being an architect: Both have a Vision and follow a set of blueprints to bring that Vision to life. Both use a framework to turn plans into reality, the abstract into the tangible.
As founders, we construct the overall company as well as the different components of the organization: processes, strategies, and more. And of course, we can’t forget about the importance of creating your company culture. Essential to organizational growth, a thriving culture isn’t just about flexible work schedules or wearing jeans on Fridays — it's the driving force behind your team's cohesion, motivation, and performance.
The cornerstone of a truly great company culture is trust. At Ninety, we view trust through three dimensions: character, competency, and connection. When everyone in the organization is aligned on these dimensions, you have what I call a high-trust company. Within high-trust companies, you see exceptional levels of collaboration, innovation, and accountability. For your business to become a Stage Five Company or beyond, establishing that trust early on is essential because it forms the foundation for a strong, positive culture.
PERSPECTIVES
“Individual commitment to a group effort — that is what makes a team work, a company work, a society work, a civilization work.” — Vince Lombardi
“For individuals, character is destiny. For organizations, culture is destiny.” ― Tony Hsieh
MARK MY WORDS
So, how can you create a culture of trust? I believe it all starts with agreements.
Rather than setting people up to fail by providing unclear expectations or frustrating them with micromanagement, you can actively develop a culture where people form agreements. Agreements begin with conversations and a shared understanding — and ideally, they’re written down for both parties to reference when needed. Everyone involved knows who’s responsible for what, why they’re doing it, and when it’s due.
Agreements allow for open communication (even if that means the occasional uncomfortable or difficult conversation) and promote transparency throughout your teams. Structuring your culture around agreements as opposed to expectations sets the stage for healthy work relationships and, in turn, a culture of trust. The choice is yours — but only one of these approaches leaves your people feeling heard, understood, and respected.
For some leaders, it’s tempting to overlook culture in favor of revenue, but this is a recipe for disaster. A thriving company culture keeps people focused and aligned so they can collectively work toward common goals and keep the organization moving in the right direction. Without this level of teamwork, entropy is bound to take over sooner or later.
So, as you continue to build out your organization, remember: Great company culture isn’t just a pleasant work environment. It’s a catalyst for growth.
STAY TUNED
There’s no understating the importance of finding great people once your company structure is in place. In this episode, I unpack why having the right people in the right seats is crucial for creating enduring value and success.
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