Tech Deciphered podcast

48 – Day Zero as a Founder – 2 of 2

2023-11-15
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36:53
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So you’re starting a company? You’re now officially a founder. What should you do first? In episode 48, we will share our views on culture and why it “eats strategy for breakfast”, our thoughts on structure and legal framework for your new baby/start-up and on what 2nd+ time founders do differently.Navigation:Intro (01:34)“Culture eats Strategy for Breakfast” (01:54)Structure / Legal (16:27)2nd time founders, what do they do differently? (29:37)Conclusion (35:35) Our co-hosts:Bertrand Schmitt, Entrepreneur in Residence at Red River West, co-founder of App Annie / Data.ai, business angel, advisor to startups and VC funds, @bschmittNuno Goncalves Pedro, Investor, Managing Partner, Founder at Chamaeleon, @ngpedroOur show: Tech DECIPHERED brings you the Entrepreneur and Investor views on Big Tech, VC and Start-up news, opinion pieces and research. We decipher their meaning, and add inside knowledge and context. Being nerds, we also discuss the latest gadgets and pop culture news Subscribe To Our Podcast Nuno Goncalves PedroWelcome to Episode 48, the second and last episode on day zero as a founder. What should I do? In this episode, we'll discuss how culture eats strategy for breakfast, how you should think through the structure of your entity and the legality of your entity. And finally, we'll land on second-time founders. What do they do differently? Nuno Goncalves PedroLet us start with culture eats strategy for breakfast. This is actually a quote that has to be attributed to one of my professors at Stanford, Robert Pilgarman, one of the great professors of strategy in academia. He always used to say it. I'm probably paraphrasing him wrong but, "Culture eats strategy for breakfast." And his point was you can define the best strategy ever, but your company culture, if it's going in a very different direction that doesn't allow you to align the execution with a strategy you have set forth, that culture will win and the strategy will never work. Bertrand SchmittI totally agree. I don't see it either way. You have to build your strategy in the constraints of what your team can achieve. Obviously, you can always arrange things a bit. You can hire more people, you can bring different types of people on board. But culture is typically very hard to change, and hopefully you have the right culture. If it's way beyond what your culture is able to achieve, that will be a problem. Let's take some examples. If you have a culture of being very careful about your spend, think about Amazon in the early days. Nuno Goncalves PedroStill today? Bertrand SchmittStill today. I remember earlier, I don't think they still do it today, but they would use, I think, some doors that they buy on the cheap and that they use as a desk, as a surface for your desk. That's a very distinct type of culture where you try to optimize cost everywhere. Bertrand SchmittThere are other ways to optimize cost, by the way. If you look at how they pay employees, stock options the first two years, for instance, they won't invest much. It will be on year three, year four. That's not typical, to be clear. But the analysis was most people stay two years or less. We better don't give too much in term of stock because it's valuable. We will only give stock to people who are staying for the long run with us. Bertrand SchmittMy point here is if you have that culture, you won't be going, for instance, in the luxury business. Good luck trying to go to sell luxury products with a culture of optimizing cost to the bones. My point is you have to align the two together. You have to understand what type of products we're willing to deliver, and you have to have a culture that match it. Hopefully, early on, you need to have a good instinct about your type of product, your type of market, and therefore, the type of culture that's necessary and hire the people who would be a good match with this culture. Step by step, be more clear, be more transparent about what is this culture so that people can self-select in it or not. Nuno Goncalves PedroThere's a couple of exercises that I recommend founders do. The top-down exercise is define your values, define what's your value system. Values are a very good way of edifying and effectively creating the notion of culture. This is what we stand for. They're not enough. We'll come back to that in a second, but they are definitely a good way to start. If you can't articulate it early on, articulate a few principles. Maybe it's not a big value system. Chameleon, we actually wrote down a value system. Some people might not want to do that. They might just edify a few principles. There are a couple of principles they start edifying and then start editing it like it's almost a laundry list of things. Then over time, maybe at some point, you get some consultants or someone particularly talented in the team to restructure it and put it under a couple of buckets, and that's your value system. Nuno Goncalves PedroOne thing I always recommend, think through that. Think through value systems. It's not a McKinsey engagement. It's not something you should spend three months doing. But sit down. Sit down with your co-founder. Sit down, what's your stand for? Write it down as principles, write it down as values. Nuno Goncalves PedroThe second part is culture is always manifested in action. It's not manifested in ideas. It's manifested in how people behave and do. I'm always reminded of this by my team. As good writer as I can be, it's like, "Well, are you really living by your values?" You need to. You need to live by your values and everyone will be looking at you. This is manifested in big decisions and big execution, big operations, but also, and more importantly, on small things. Nuno Goncalves PedroWhere do you spend your money as a firm? If you're the CEO, where are you deciding to spend the money? And what are you not spending the money on? How do you acknowledge the rest of the team in terms of seniority? Is your door open or not? How are you actually including people in your decision-making process? How are you making decisions? Everything leads to culture. This is the shocking piece. It's literally everything. It might be on how you react to bad news on something. It might be how you react to good news on something. Everything defines culture. Nuno Goncalves PedroThe part that's very complex about this is in the early days, it is really the founder, CEO that sets the stage. There's nowhere to hide. You don't have 200 people. You have 10 at max, 15 maybe. Bertrand SchmittThe founder, the co-founder, the first exec, they definitely set the tone. Some stuff that are very clear in terms of tone-setting, obviously, are hiring, firing, and promoting. If you hire, fire, promote based on the values of your business, then things will be very clear. If you don't, then your values are just bullshit at the end of the day. Bertrand SchmittJust to be clear, that's pretty bad because when you have bullshit values, there is a lack of trust. There is a lack of insight of the company. It's very important to get this right. I totally agree with you on the small things. I think the small things have to be representative if also it would create a bad atmosphere. Oh, these guys, he's saying this on one side, but he's doing this on the other side, and everyone knows about it and no one does a thing. It's really important to really make sure that you enforce that. Yourself, as a founder, you are the embodiment of this approach. Nuno Goncalves PedroVery specifically, if you are a founder, CEO, that says, "I want speed, I want everyone to work fast," for example, and you start becoming the bottleneck, acknowledge it. Discuss with the team how you can solve it, how you can become better at that. This will have a huge impact on the culture of the company. Huge impact. Because people will be like, "This is the CEO, and he's apologizing for being the bottleneck. This is how he wants us to behave. He wants us to actually stand for stuff, but at the same time, acknowledge when we have flaws and we need help and we need to go to the next level." Nuno Goncalves PedroFor example, that's great for teamwork. It might be that you're actually really fast and you want to manifest that speed, you reply to emails whenever you need to reply to emails. It might be on weekends you're replying to emails because you said everyone is going to work really fast and everyone is everyone. That also sets the stage. People are like, "Okay, it's not acceptable then that I don't reply to emails within 24 hours of me receiving the email. Maybe weekends is an exception, we'll figure it out. Maybe it's only for emergencies, but maybe that's the rule." Everything defines it. Nuno Goncalves PedroIf you have a problem with someone on the team and you take them to the side, and this again could be the CEO, could be another co-founder, and have a one-on-one discussion with that person and try and illustrate what's the problem, it's very different than you call them out in front of everyone else. That sets culture as well because guess what? This is going to keep happening. Managers are going to continue doing that to other people on their team if they see that from their leader, from their CEO. You always have to be careful. We always have impetus. Nuno Goncalves PedroI'll put my mea culpa here. Everyone thinks that… Doesn't think, actually, that I'm really good at this thing. I'm super flawed like everyone else. I'm an emotional guy. Emotional people sometimes are great because they can get others to believe in things that are still not proven at all. That's incredible. They can get the most out of people sometimes because they excite them. They want to work with that exciting other person. But emotional people sometimes can be emotional. When they are emotional, they can sometimes overreact to small things and manifest themselves not in an ideal

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