Navigating Dual Realities
Running a company is challenging. Growing one? That’s a whole new level of complexity and stress. Here’s a perspective that might resonate with you: A growing company essentially operates as two distinct entities.
Company A: The Current State
Company A represents your existing operations. It’s the day-to-day reality—the people, processes, and technologies that keep your business running. Even without ambitious growth plans, maintaining this status quo is no small feat. Your company, much like a duck gliding on a pond, appears calm on the surface while beneath, there’s a flurry of activity just to stay afloat.
As U2 aptly puts it, you're “Running to Stand Still.” Every aspect of the business demands continuous attention, maintenance, and guidance to keep pace. But standing still isn’t your goal. You have aspirations to grow and transform.
Company B: The Future State
Company B is the future you’re striving to create. It embodies the new practices you’re beginning to adopt, the upcoming talent you’re eager to recruit, and the overall elevation of your standards. Transitioning to this future state involves recognizing that “what got you here won’t get you there.” While Company #1 has brought you success thus far, Company B represents your vision for the future. It’s about becoming the organization you aspire to be.
Transitioning to Company B
Visualizing Company B is straightforward. The real challenge lies in mobilizing your team towards that vision. Change often means letting go of the past, which can be emotionally difficult, especially for long-tenured employees. New initiatives may be met with resistance, with some preferring “the way we used to do things.” Overcoming this resistance requires consistent and effective communication.
The Role of Communication
Most leaders rely heavily on formal communication channels—town halls, all-hands meetings, and structured emails. While these are essential, they’re infrequent and often fail to reinforce the vision consistently.
Informal communication, such as impromptu meetings, one-on-ones, and casual conversations, happens more frequently and can be more impactful. Leaders must seize these moments to reinforce the vision of Company B.
George Bernard Shaw’s words ring true here: “The single biggest problem with communication is the illusion that it’s taken place.”
Leaders often assume that once they’ve communicated a message, it’s understood and internalized. However, messages need to be repeated and reinforced through multiple channels and interactions.
The Importance of Relentless Communication
Sam Altman, founder of Y Combinator, emphasizes that the bulk of a leader’s job is not just setting the vision but relentlessly communicating it: “It’s a lot of the same conversation again and again with employees or press or customers. You just have to relentlessly say, ‘This is what we’re doing, this is why, and this is how we’re going to do it.’”
Consistent, repetitive communication helps solidify the vision within the organization. This isn’t solely the CEO’s responsibility; the entire leadership team must embrace the role of Chief Reminding Officers. The CEO can set the tone by formally granting permission to the team to own and share the story of Company B.
Leveraging Informal Opportunities
Patrick Lencioni from the Table Group describes this as the “two-foot putt” of leadership—it’s simple but often missed. Leaders must recognize the power of informal communication. Beyond formal meetings, use every opportunity—weekly team meetings, one-on-ones, casual conversations—to reinforce the vision.
"Stories are not just stories; they are the best invention ever created for delivering mental models that drive behavior" (Dan Coyle)
Utilize stories to create a vivid narrative of Company B, making it a tangible and motivating vision for your team.
Wrapping It Up
Navigating the dual realities of Company A and Company B is a challenging yet essential aspect of growing your business. By leveraging both formal and informal communication channels, consistently reinforcing your vision, and engaging your team in the journey, you can transition smoothly from where you are to where you aspire to be.
