I’ve been thinking about why I was so intrigued by the C-levels who decided to ban committees. It’s not that I’m a fan of committees; they often exist to avoid responsibility. They’re a way for people without the authority or courage to make a decision to feel like they’re still doing something, confusing activity with action. That said, I think execs grappling with how their team decides to work together says a lot about leadership, and one’s own limitations as a founder-CEO.
I’ll be honest: I’m not a great manager of larger organizations. A decent one, sure, maybe even very good for earlier stage teams, but not great. I make decisions quickly, I communicate clearly, and I hate long, drawn-out processes. Strategic planning? Endless deliberation? Death by deck review? Not my thing. I get impatient. I tend to dictate. Once I reach a decision, I assume everyone else is already there too – which, of course, often isn’t the case. So when I realized that our company needed more coordination to succeed beyond its founder-driven phase, I did the only rational thing: I hired someone who’s actually good at it.
Here’s the thing. Companies are fundamentally coordination machines. They let large groups of people work together toward a shared purpose in a way that’s unmatched outside of war. You can dislike meetings, status updates, and Slack messages all you want, but that is the work. Every time I see someone talking about “reinventing collaboration” or “getting rid of email,” I recognize that impulse. It’s the founder’s impatience. But the truth is, most real progress happens when people sit in a room, argue over a document, and slowly grind toward alignment. It’s not glamorous, but it’s how things actually move forward.
For a founder, that’s a hard pill to swallow. In the early days the chaos, the speed, and the gut-driven decision-making are your edge. They’re what gets the company off the ground. But past a certain point, that same chaos becomes the bottleneck. The company needs professional managers. It needs planning, process, and patience.
That’s why I hired a president. It’s both the cause and effect of why TrueML is now experiencing a period of stability. Not stability for its own sake, stability that reflects maturity. We’re growing, profitable, and leading our category world-wide. That doesn’t happen through founder magic alone. It happens through a system of people who know how to coordinate at scale, and executives who know how to guide them.
My role now is different. As always, I make sure culture flows from the top, I make sure we have money in the bank, the right executives in the right seats, and that our investors are aligned, just at a different resolution. Importantly, occasionally (and not too frequently!) I still pull the founder lever, when the company needs a big move, something that breaks the mold and resets expectations.
Our first acquisition was that kind of moment. It was risky, painful, and stressful, but necessary. (and in hindsight extremely successful) Those moments are my responsibility as a founder: to inject just enough chaos to force progress without burning the place down.
If things are working, if growth continues, if the thesis was right, if the machine is humming, then the job becomes building the structure that stabilizes it and lets it all scale. That’s when you need real coordination. Real management. Real collaboration. Now we’re past our second acquisition and more are coming – in a structured, mature way that follows our successful playbook. Pretending otherwise, believing you can replace that with slogans or software, or that email and slack are bad and need to be replaced with “something” (like what?) is a luxury. Like Holocracy, it can turn into a delusion that can quietly destroy a company.
Coordination is the work. Communication is the job. And understanding that is one of the hardest, most humbling lessons a founder can learn.