Running a successful company isn’t just about having an innovative product or an especially Unique Value Proposition. Sure, those things are important, but by themselves, they’re not enough to fuel your organization for growth and long-term success.

The key ingredient that’s missing here is people. To create a truly great company, you need to bring the right people into your organization. It’s a fact. However, I’ve learned over the years that this is no easy feat.

So, what can you do as a founder to convey the right message? That’s where Focus Filters come in.

Read more in Simplify Decision-Making with Focus Filters.

Focus Filters are a relatively succinct collection of five definitive positions your company takes regarding who you serve, how you serve, why you do it, who you are, and your level of ambition (click the link above for way more details). They’re the foundation of your Vision, which means they’re essential for finding people who share your Core Values and “filtering” out those who don’t. 

Perspectives

"Shaping your culture is more than half done when you hire your team."

“Being a great place to work is the difference between being a good company and a great company.”

Mark My Words

Attracting great people to your company — let alone retaining them — is a serious challenge if people don’t believe your company will thrive. They need to see your organization as a place where they can grow and do meaningful Work (with a capital W). They need to not only understand your Vision but also be able to see themselves as a part of it.

Focus Filters help simplify decision-making and ensure your people aren’t only on the same page but also excited to be there. They help you stay true to your Vision, allocate your resources, and unify your team. Current and prospective team members won’t have to question where your company is headed or how you plan to get there. I find this level of transparency leads to hiring the right people for your organization and retaining them while you scale over time. 

There are countless fledgling startups out there, not to mention countless people looking to make their next career move. It’s up to you as a founder to make sure the members of your dream team find their way to your organization. So, before you attempt to build out your company, make sure to consider decisions through the lens of your Focus Filters. Doing so will prove to be incredibly useful as you set out to hire the best of the best.

If you do it right, the team you carefully assemble will help turn your company into a place where people can focus, align, and thrive. Your company’s reputation will precede itself, and the volume of top-tier applicants and referrals will only continue to grow. I’ve experienced this firsthand with the people at Ninety — and it’s truly one of the most rewarding parts of being a founder. This is the power of Focus Filters.

Best of all, you’ll be able to move on from what you’ve created one day, knowing that you’ll leave behind a lasting legacy.

Stay Tuned

Keep an eye out for the next installment of my Grow or Die series. I’ll be sharing insights and tips on one of the most important organizational competencies of all: learning to trust and enable your senior leaders for success. You won’t want to miss it. 

What Do You Think? 

I’d love to hear how this newsletter has helped you on your journey as an ambitious founder. Want to leave a review or offer suggestions for improvement (aka feedforward)? Share your thoughts using this form, and your response could be featured on Ninety’s website.