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Master Plan
SFT: Premonition + Plan of Attack V2
“A company’s culture is shaped by a lot of things, but this is one of the most important—you have to convey your priorities clearly and repeatedly. In my experience, it’s what separates great managers from the rest.”
— Bob Iger
Premonition
A future-state of the world we’re working towards. Because founders are always living in the future.
Problem
What’s getting in the way of our Premonition coming to fruition? What’s stopping the future from happening?
Purpose
How are we working towards the future we want to see? How are we solving the big Problem that gets in the way of the Premonition?
Proposition
What are we offering the world right now? How do we talk about this in a way that delivers on our Purpose, but delivers something people want?
Plan of Attack
A Plan of Attack is a set of missions that we believe will lead us to our Premonition. These should be ambitious but achievable, and numerous rather than singular. It’s nice that we focus on them one at a time, but nothing is a waterfall in this business. We’re more agile than that.
Priorities
Philosophy
What do we all believe? What framework, theory or attitude acts as our guiding principle for behaviour?
Always Beta
Principle
Explanation
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People
How we describe a successful team or team member. This is how we grade whether or not we all belong on the same team, or playing in the same band.
Personality
Trait
Explanation
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Values 2
Name
Description
Aligned
"Love does not consist in gazing at each other but in looking together in the same direction." Great partnerships aren’t about always getting on. They can be contentious, tempestuous, and stressful. More like a sibling than a star cross’d lover. But so long as you’re both facing the same direction, want the same things and have the same goals, there’s an opportunity for a great partnership.
So we start by looking for people that are gazing off into the same direction as us. Do you share our vision of the future? Do you want to get on board with our Plan of Attack? If you’re not seeing the future we’re seeing, that’s OK! But what are you doing here?
Able
Being uniquely excellent is its own business strategy. And if we’re in a creative services business, then undeniable capability needs to be paramount, non-negotiable. So we obviously need people who can get each and every job done to an exceptional level — whether that’s exploring a new creative concept, or exploiting our systems and processes to execute the smallest detail to the standards that excellence demands.
Of course, if we’re Always Beta, and constantly growing, we’d expect that none of us are ever quite where we want to be. That’s OK too! So long as we’re holding ourselves accountable, we’ll continue to grow, and be better tomorrow.
Accountable
Accountability is the first step towards growth. People who can hold themselves accountable are people who have the freedom to fail, because they’re the people who are willing to learn from their failures. People who can hold themselves accountable have the discipline to understand that there’s a version of themselves that they want to be in the future, and are actively working towards whoever that person is.
People who can hold themselves accountable are also the only people who you can trust, because if someone’s not willing to hold themselves accountable, you’ve got fuck all shot of doing it. No matter how ambitious they are.
Ambitious
Nobody can make you care about stuff. That has to come from you. Having all the talent in the world will only take you so far; ambition is what leads to the daily investments that make the distance that makes the difference. That means having an insane work ethic. Overdelivering all the time. Making sure that whatever you’re doing right now is the best it can be. That email you’re about to send? Better be the best fucking email of your life.
The only thing to remember when it comes to ambition is to not lose sight of your integrity. Warren Buffet once said “We look for three qualities: intelligence, ambition, and integrity. If someone doesn’t have the last quality, you better hope they don’t have the first two.” You’re part of a team; we go further together than we do alone. That’s why we all need to be aligned.
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Product
What are we actually offering? What do we make?
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