3 Principles to Turn Your Scrappy Startup into a Thriving Business

Photo by Jukan Tateisi on Unsplash

Doyou want to grow your startup or small operation into a high-impact, large-scale company? I’m guessing if you’re in business for the long haul, the answer is yes.

I’m sure your end goal is not just to remain a funky startup striving for a piece of the pie, watching from the sidelines while larger competitors are eating up your market share and pushing you out of the playing field.

Growing your startup and scaling it to a point where it becomes more of a truly thriving business that stands the test of time is a worthwhile goal.

But it’s no mean feat.

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And it’s not something you can just will into existence by hoping for it. If it is to happen for you, then it’ll be the result of conscious efforts and decisions to get you and your team there.

These decisions have to do with enduring principles, which all scaled businesses out there have used to get to where they are. And which they continue evolving to stay there.

You might be tempted to think — we don’t need principles. All we have to do is hustle harder and smarter, and one day, we’ll get there!

Most likely, this approach will fall flat on its face. If you don’t pay attention to those key success factors, here’s what will happen.

Your startup might get initial traction, tons of users, and have investors pouring their cash into it fairly early on.

You will joyfully plod along, in the confidence that you are building something meaningful that adds value to your customers’ lives.

Then, roadblocks and challenges will start to appear as you face ruthless competition with more resources than you ever had. Conflicts over things like strategy and hiring will arise. Some of your team members, even key players, will leave.

Your company will lose touch with its original vision and stop making any real improvements towards its end goal. It will wander aimlessly like a lost ship, and lose its hard-earned momentum from the early days…

Eventually, your startup will never grow into a fully-fledged, established brand.

At best, you’ll get bought out by some larger group, cash in and walk away. At worst, your company will fizzle out and disappear into the abyss, forgotten, like countless many others before it.

Don’t let this scenario play out for you and your startup.

The below insights extracted from Ray Dalio’s “Principles” can help you steer clear of the “scrappy startup” trap — and scale your business to new heights.

1. Get the culture right

Culture has even been recognized as one of the biggest mistakes made by first-time entrepreneurs. So don’t skip this step, or assume it will just take care of itself!

With so many competing priorities and endless to-dos, it might be easy to slip into hustle mode and never ask yourself and your co-founders this bigger question:

How do we want things to be done around here?

To answer this question for your company, have a think about:

  • What type of culture do you want your company to have? This should be a conscious design choice, and not be left to chance.
  • What do you want to incentivize in your business — is it individual results versus teamwork, harmony over constructive disagreement, consistency over innovation and risk-taking?
  • How will those behaviors be recognized and rewarded — and how will deviating behaviors be identified and penalized?

The earlier you can define your company culture, and the clearer you communicate it to those around you, the better.

Importantly, don’t just work this out on your own. Involve your team and your co-founders to shape it. Understand what matters to them, and get your people to buy into it. Remember that they (not just you) will be the ones living and breathing it day in, day out.

Aside from being a competitive advantage, a great culture will help to attract the kind of talent you need to take your company to the next level.

2. Get the right people on the bus

“First who, then what” is a key concept of those companies who go from good to great. In the book of the same title, Jim Collins demonstrates that it is more important to get the right people on board first, before even deciding on the strategic direction of your company.

This is because no matter how compelling your strategy might be in your own head — without the right people to believe and execute it, it won’t go anywhere else.

This was exemplified by Dick Cooley and David Maxwell (CEOs of Well Fargo and Fannie Mae, two of the companies in Collins’ study) who explained:

“I don’t know where we should take this company — but I do know that if I start with the right people, ask them the right questions, and engage them in vigorous debate, we will find a way to make this company great.”

And so they did.

This means you need a strategy for:

  • Getting the right people on — based on capabilities and character.
  • Getting rid of people who distract from the company vision — and don’t align with the desired behaviors as defined above.

You’ll need to be surrounded by people who complement your own skillsets. Getting people who are smarter and better at certain aspects than you are, is the key to building an effective team.

You’ll also want to be around people who you respect — who uphold certain standards of integrity, openness and transparency. You want to make your sure that the people you bring onboard share the mission and sense of purpose behind what you do.

Therefore, a combination of both capabilities and character is key. People who can demonstrate one but not the other could pose a threat to the company’s long-term success. If you don’t do it now, you will likely regret not having let go fo them early on.

Conversely, people who can balance both are rare and should be a part of your team. Nurture these relationships over time, and you will slowly build a loyal team.

This requires people to trust each other, and be OK with being open and transparent about how they are performing. Embracing “tough love” can lead to improvements but requires the kind of people who are willing to take full ownership. Not bury their heads into the sand.

Once you have defined your first 2 pillars — Culture and People — it’s time to put the 3rd one in place.

3. Build and evolve your machine

It’s something that should be constantly reviewed, assessed and revised as you and your team learn. Comparing the outcomes your company is producing, versus the goals you set out, will indicate whether a part of the machine is not operating properly.

If something is not going as planned, it can either be down to a faulty process, a design issue around roles and accountabilities, or a people problem.

Being able to identify where issues come from and get to the heart of them, first requires you to understand your machine.

The first step here is to clearly understand and define your workflows. How do you get the job done? What is the process for receiving and responding to customer orders? For onboarding new people? Map out all key processes and document them.

Defining this early on will facilitate the transition from a small to a larger company — and will avoid many headaches later down the line.

Growing too fast can be harmful for startups, in particular as they don’t tend to have any of the above in place. This typically leads to chaotic growth and loss of control over where the company is going, versus how it should operate.

Such key knowledge cannot reside in a few people’s heads. It needs to be written down and communicated as much as possible, and embedded into your now well-oiled machine.

Once the machine is in place, when goals aren’t being met, use this 3-step “looping” process to drive resolution:

  • Identify the blockers getting in the way of goals being achieved.
  • Diagnose what parts of the machine are not functioning well (e.g. which designs, processes or people).
  • Decide and implement the required changes.

By going through the above systematically when encountering issues, you are much more likely to get back on track.

Failing at any of of these 3 steps (identifying the problem; identifying its causes; coming up with solutions and implementing them) will hamper your long-term success.

As an entrepreneur, you are bound to face many obstacles along the way. And your ability to recover from those and “build back stronger” is crucial.

So, constantly inspect and adapt your machine.

Final thoughts

  1. Get your culture right (the way we do things around here).
  2. Get the right people on board (competencies and character).
  3. Design and refine your machine (continuously inspect and adapt).

The first two pillars — Culture and People — are often the hardest ones to optimize. As Ray Dalio, founder of the fifth-largest company in the US, states:

“Nothing is more important or more difficult than to get the culture and people right.”

Yet, if you and your team do all these 3 things well, you stand a much higher chance of carving out a lasting place in your market.

Clearly, getting this right is not a one-off exercise, and will take conscious efforts over time. Growing into an established business is a long-distance race, rather than a sprint.

Good luck on your journey towards building an enduring business that will stand the test of time!

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