I had the chance to attend a few networking events this last week. As someone who is generally more extroverted, one would think I relish in these, when in fact, they’re very stressful social situations for me. What I find most fulfilling in my work are the opportunities to engage authentically with people and teams, really getting to know them 1:1. These group situations with a whole lot of strangers undercut my superpower connecting over cool, in-depth, thought-provoking conversations. Understanding someone’s story and what motivates and moves them makes the journey to find mutual success and benefit that much sweeter.
Fortunately, I had this attentive steward, the CEO of GEKOT Robotics, Dan Champoux, at these events. We carpooled to and from, and had a whole lot of time to get to know each other. We spent a lot of time reflecting on leadership philosophy, the mentors who have shaped us, and the legacy we hope to leave behind. I was also curious to ask him some questions about what I already knew about GEKOT (Great Engineering Kids of Tomorrow), and its backstory: it was created when a middle school robotics team - that Dan coached - designed a collision avoidance system for e-scooters for a competition that they ultimately won. This idea went on to catch the eye of Razor Scooters (yep! THAT Razor!) which led to Dan incorporating the org and starting his journey as a CEO. Fun fact: those students are all now patent holders of this technology!
While this backstory may not move the needle on a cohesive pitch to attract investors and capital - investor pitches are really geared toward pragmatism, preparation, and anticipation of what’s to come for an organization - in the world I live in, it is a crucial driver to galvanize your team around why we do what we do. People have an emotional bond to their work and mission and are eager to build a legacy and have an impact. They want some opportunity to create meaning. This “why” essentially becomes the glue to building what we call your “talent brand”.
If this is a new term, a talent brand is the reputation your company has as an employer—it's what people think and feel about working for your org. It’s how your team talks about their work experience and how your potential team members perceive you. In simplest terms, think of it as the internal counterpart to your corporate brand.
Why should this be important to you? Your talent brand sets your company apart from the competition. When people see your company as a great place to work, they’re more likely to want to join, stay, and do their best work. It’s not just about hiring—it’s about creating a culture that draws in the right people who will help your company grow.
It’s like family dynamics: within your family, you’ve got the people that make it up, and you’ve got your shared memories and traditions. Those traditions create pride and meaning and what binds you, and it’s a very similar scenario in organizations —those traditions and shared purpose become the beating heart of your company’s story.
How can you integrate your "Why" as a Founder into your company?
Clarify Your Purpose: Dig deep into why you started your business. What problem are you solving? Why does it matter to you personally? Make sure your team knows and can connect with it. This authenticity is a crucial first step.
Here’s an example:
For Dan, he came by his “why” serendipitously—it emerged at the crossroads of his passions, competing priorities as a working parent, and moments of service to those around him. What started as a way to bond with his son evolved into multitasking quality time with the demands of his career, ultimately culminating in a way to invite others into the STEM fold to solve real-world challenges and build an innovative footprint in a city and state that helped 'move the world.’ Like many founders in Michigan, he feels driven to help grow the next generation of innovators, and his journey reflects a tireless commitment to paving the way.
Weave Your Why in Your Culture: Your mission and values should be part of daily convos and decision-making. From hiring to team-building, always reference back to why the company exists and why their work matters.
Quick tip to get started here:
Ask questions in interviews that invoke your purpose and ask how this resonates with potential new hires. Here’s an example: Can you share a time when you felt truly passionate about a project or role? What motivated you, and how does that align with what drives you today? This gives you an “in” to understand if their “why” aligns with your org’s continue to add to your team.
Lead by Example: As a founder, live and breathe your "why." Your team will follow your lead if they see you consistently embodying the mission. Remember, your team looks for meaning, and this starts with what they see as yours.
Communicate Transparently: This one may be difficult as it involves some vulnerability - share your story openly. Celebrate successes that align with your purpose, and struggles that stand in the way of living your why. Encourage team members to share their own connections to the company’s mission.
Here’s an easy tip to easily integrate this in your own team:
Dedicate a section of your All Hands Meetings to discussing values in action or recognizing your team for living the mission.
Involve Your Team: Again, people want to feel part of something meaningful. Give your employees a voice in shaping the company’s direction, making them co-creators of the legacy you're building. Your mission and values will also evolve, so mobilize your team in being stewards in shaping this growth. Revisit your values each year together: do they still feel accurate and aligned to the problems you’re solving?
Finally, discovering your "why" and infusing it with more of you into your organization’s fabric is not just a task; it’s a transformative journey of authenticity, connection, and purpose. By embracing this process, you create and help to sustain an org where everyone plays a role in building a shared legacy.
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