Your new job as a missionary

In our book All Hands on Tech, we highlight what truly makes a great tech organization about. A recurring theme is the importance of setting clear focus and direction for your teams. Matthias and I often share personal anecdotes to bring these ideas to life.

One of the most debated topics in any organization boils down to two critical questions:

1. What is the purpose of what we’re doing here?

2. Why should we invest our time in this endeavor?

As organizations grow, it becomes harder for individuals to answer these questions, leading to frustration and misalignment. Here's a lesson I learned the hard way—one that brought me plenty of reality checks while leading large teams:

Clarity is Everything.

It must be crystal clear what each part of your organization is about. If you’ve done your job right, every single person—from a junior engineer to your executive assistant—should be able to articulate the same story about your organization's purpose. Only then will people understand whether their work is worth their time and energy.

Let me share an example:
When I was tasked with building the website and eCommerce platform for my former employer, we often debated the “purpose” of our work. To me, it was simple:
Our goal was to sell products X, Y, and Z through the online channel.

That purpose became the foundation for everything we did: product selection, copywriting, visuals, CTAs, menu structure, shopping baskets, checkout flows, and logistics. My primary KPI? How many units did we sell today?

Yet, not everyone understood—or agreed with—this purpose on day one. That’s where most transformations fall apart.

When transforming your organization, your real job is to become a missionary for your vision. You need to share a clear, compelling, and consistent story with:

• Legacy teams

• Neighboring departments

• New hires and candidates

• Stakeholders of any kind,…

And yes, you’ll need to repeat it. Often.

Ask yourself:

• Is your strategy crystal clear?

• Does everyone understand it?

• Has everyone bought into it?

Here’s the hard truth: after a strategy town hall, maybe 10% of your team is inspired, 20% understands it, and the remaining 70%? They’re thinking about their weekend plans.

My recommendations for creating true clarity:

1. Be crystal clear about your purpose.

2. Repeat, repeat, repeat your message.

3. Highlight examples of where your strategy has been executed well.

4. Leverage the 10%. Turn your most inspired team members into missionaries—they aren’t always your direct reports.

5. Target the next 20%. Work with them one-on-one over time to bring them on board.

And finally:
Set deadlines. Some people won’t buy into your strategy. They need to understand they have two choices: buy in, or move on.

Being a missionary for your transformation strategy is a long game—but it’s also the most important one.

Enjoy the ride! 😊
— Sophie