ICONIC BRANDS AREN’T BUILT BY ACCIDENT

The brands many of us recognize the most — such as Disney, Nike, IKEA, and Southwest Airlines — didn’t achieve their iconic status by chance. They got where they are because their founders operated in Founder Mode and refused to compromise on their visions.

 
Over time, these companies became more than just products and/or services. They now represent ideas, movements, and experiences that people want to be a part of — all rooted in a founder's relentless pursuit of their vision. As founders, we often take risks others wouldn’t because of our unwavering belief in what we’re building. The dedication to a vision that includes one or more Compelling and Audacious Goals, no matter the challenge, is what sets great brands apart.

Read more in Great Brands Are Built by Great Founders.

But when it comes time for a founder to step away, their influence often fades. Growth might continue, but the brand can lose the spark that made it extraordinary. For a company to reach iconic status, it needs someone — whether it’s the founder or a founder-like leader — operating with a singular vision and founder-level commitment.

Systems sustain growth, but only the expansive vision of a founder can turn a company into a brand with a lasting legacy.

PERSPECTIVES

“I only hope that we never lose sight of one thing — that it was all started by a mouse.” — Walt Disney

“If you create an environment where the people truly participate, you don’t need control. They know what needs to be done and they do it.”

― Herb Kelleher

MARK MY WORDS

Building an iconic brand requires more than systems and strategies. It demands us, as founders, to step fully into Founder Mode — where vision, boldness, and relentless commitment combine to create something enduring.

Vision is more than a plan — it’s the guiding light that illuminates the path forward. It defines not only where we’re going but how we get there. Every hire, decision, and process must align with that vision. And as we scale, the noise gets louder. People will push for shortcuts or compromises, but Founder Mode is about stepping in — reinforcing and protecting that spark when the stakes are highest.

Then there’s risk-taking. Founders act on belief, not fear. Think of Reed Hastings’s pivot to streaming at Netflix. At the time, it looked irrational, but bold moves like these separate legendary companies from good ones.

Finally, there’s commitment. Great founders play the long and infinite game. We’re willing to sacrifice short-term wins to protect what truly matters: the Compelling Why driving the business forward. That unwavering commitment? It’s magnetic. It attracts the right people and repels the wrong ones.

Founder Mode isn’t optional. It’s the difference between a company that simply grows and one that becomes an icon. It’s how we infuse every layer of the business with our spark — our vision — ensuring it outlives us. That’s how iconic brands are built.

TUNE IN

How to Have Truly Productive Meetings

In this episode, I dive into one of the most underrated tools for building a scalable, high-performing company: effective meetings. The truth is, meetings don’t have to be a drain. With the right structure and cadence, they become a powerful discipline that keeps your team focused, aligned, and thriving.

You'll learn:

• The five meeting disciplines that transform chaos into clarity
• How to implement a cadence that reduces wasted time and boosts productivity
• Why mastering meetings is essential for escaping Manager Mode and thriving in Founder Mode