So as a manager, you have to find what connects with your team. How can you share your passion with them, motivate them?

The answer, as usual, comes down to communication. You have to tell the team why. Why am I this passionate? Why is this mission meaningful? Why is this small detail so important that I’m flipping out right now when nobody else seems to think it matters? Nobody wants to follow someone who throws themselves at windmills for no reason. To get people to join you, to truly become a team, to fill them with the same energy and drive that’s bubbling within you, you need to tell them the why.

You should talk to people and make connections because you’re naturally curious. You want to know how other teams at your company work and what people do. You want to talk to your competitors because you’re all working to solve the same problems and they’re taking a different approach. You want your projects to be successful, so you don’t just talk to your immediate teammates at lunch—you grab lunch with your partners, your customers, their

customers, their partners. You talk to everyone: get their ideas and their perspectives. In doing so you may be able to help someone or make a friend or strike up an interesting conversation.

Because in the beginning you’re not going to have HR to help you find and hire a world-class team. You won’t even have a recruiter. For the first twenty-five or so employees it’ll all come down to you and your cofounder—your vision, your network, your ability to convince people that you know what you’re doing. You can lean on your mentors and board (and hopefully early investors), you can put them to work to prop up your reputation, but ultimately you’re selling yourself and your vision for success.

You need a story people can get behind. [See also: Chapter 3.2: Why Storytelling.] People you respect. People who will help you create something great. Your team is your company. And your first hires are crucial—they’ll help you architect what your business and culture will become.

Then ask the candidate if they’d like a real trial run. Send them to manager training. If your company is too small to have proper training, then assign them an experienced manager as a coach (this should be formalized and one of the coach’s Objectives and Key Results or OKRs for the quarter. It should be a key goal rather than a hand-wavy “Help this person out, would you?”).

Then go to the rest of the team in 1:1s and mention that you’re thinking of promoting this person, but you want to make sure everyone is comfortable first. Say, “Let’s give it a try. If you have any issues, come to me.” Start getting everyone used to the idea and give the candidate time to shine.

Then give them the option to make it real after they’ve gained some confidence in their abilities and the team feels comfortable with them in a new role.

Find people who are good human beings in addition to being good at sales. Find people

who will care about your mission and be thrilled with the vital role they’ll play in making it a reality.

It might not be easy. Especially if there’s a ton of competition for talent. There are situations and industries where building a whole new sales culture and organization just isn’t feasible. In that case, you just need one. Find a sales leader who understands and values customer relationships—someone who won’t stand for egoism or cutthroat competition and who won’t hire assholes or mercenaries. That leader will shape the culture of their organization to be more relationship-oriented, until the world catches up to what you’re doing and you can implement vested commissions.

These people exist. They’re tired of transactional cultures, too. They want to do right by their customers. They want to feel like part of a real team. Hire them.