Reviving the Soul of Your Company: A Guide for CEOs
In the whirlwind of scaling a business, it’s not uncommon to feel the soul of your company slipping away. This doesn’t happen overnight—it’s a gradual process that can stem from rapid growth, market pivots, or even leadership changes. The good news? As a founder, you have a unique ability to reignite the heart of your company, reconnecting with your purpose and your people. Here’s how to embark on this journey, which can be enhanced with the support of a Scaling Up coach.
Understanding Why Companies Lose Their Soul
Growth is exhilarating—but it can sometimes overshadow principles. When efficiency and expansion take center stage, your company’s original values might end up in the wings. Think about Starbucks in the late 2000s. They were growing rapidly but at the expense of the customer experience that once defined them. Howard Schultz recognized this drift and made pivotal changes to bring the company back to its roots. The takeaway? Staying connected to your purpose ensures growth doesn’t dilute your essence.
Changes in market positioning can also muddy the waters. A pivot to meet new demands might alienate loyal customers who fell in love with your original mission. The key is strategic alignment. By evaluating shifts and leveraging growth frameworks such as Scaling Up, you can decide whether a pivot enhances or detracts from your core identity.
How You Can Restore the Soul of Your Company
Revisit Your Origins
Start by reflecting on why you started your company. What values drove you then? These foundational principles are often the compass you need to course-correct.
Patagonia’s dedication to environmental sustainability is legendary. Yvon Chouinard didn’t just talk about this value; he embedded it in every decision, even transferring ownership to a trust to ensure long-term alignment with the planet-first mission.
Reconnect with Employees and Customers
Your team and your customers are your brand’s heartbeat. Open communication is vital to understanding their needs and aligning them with your mission. Leaders like Satya Nadella of Microsoft rebuilt trust by fostering a culture of empathy and collaboration.
While Scaling Up tools like the Function Accountability Chart (FACe) help ensure everyone is aligned with company goals, sometimes it’s as simple as hosting regular feedback sessions. This invites collaboration and strengthens emotional connections.
Keep Marketing on Mission
When times get tough, there’s a temptation to let profits dictate messaging. Resist this urge. Your story is your strength. Airbnb showed us this during the pandemic by emphasizing community-focused messaging, and staying true to its mission of "belonging anywhere." By crafting messaging around their values and vision, they struck a chord with their audience while reinforcing their brand promise.
Define Success Beyond Profit
The most soul-filled companies understand that success isn’t just about the bottom line. Purpose-driven metrics help focus on impactful growth. Whole Foods, for example, didn’t become a household name by chasing dollars alone—they committed to health and sustainability, which drew like-minded customers.
Lead Authentically
Employees and customers are quick to spot inconsistency. If your actions don’t align with your values, trust erodes. Revisit your core values and some time with your leadership team listening to what traits make the company unique. Encourage transparency in defining quarterly themes tied to your mission.
Ben & Jerry’s has stayed true to its social justice values even after being acquired. They prioritize quarterly initiatives that champion these causes, demonstrating authenticity that resonates deeply with their audience.
Keeping the Flame Alive
Losing your company’s soul is not an inevitable side effect of growth. By staying grounded in your purpose, leveraging strategic tools selectively, and maintaining authentic connections, you can scale sustainably. Whether through Scaling Up tools or frameworks like Rockefeller Habits, the journey to rediscovering and nurturing your company’s soul is as much about introspection as it is about action. Let your story inspire your next chapter.
If you want to see how the support of a coach can help you in this process, click here.
