You’re somebody’s customer, too—so talk to whoever is doing work for you. Show up with something of value or a pertinent question. Try to understand what their roadblocks are and what they’re excited about.

And talk to the people who are closest to the customer, like marketing and support—find teams who communicate with customers day in and day out and hear their feedback directly.

Come curious. And come genuinely interested. When you’re looking up and around, you’re not on a self-serving mission to understand if your company will fail and how quickly you should cut and run. You’re trying to understand how to do your job better. You’re getting ideas of how to help your project and your company’s mission succeed. You’re starting to think like your manager or leader, which is the first step to becoming a manager or leader.

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.

Set Clear Expectations at the Beginning.

Imagine that you decide to hire a trainer to improve your workouts. Does she immediately ask you to do some push-ups before giving you any pointers?

No. The first thing she’ll do after introductions is sit down with you to discuss your goals. Then, she’ll tell you what you should expect from training and how you can make the most of it. Though her advice won’t yet be specifically tailored to you, it’s what she thinks you need to know given her experience training others.

It may seem counterintuitive, but the feedback process should begin before any work does. At that point, you should agree on what success looks like— whether for a given project or for a given time period—get ahead of any expected issues, and lay the foundation for productive feedback sessions in the future. It’s like starting a journey with a well-marked map versus blindly walking a few miles and then asking if you’re on track.

Hiring a manager or senior contributor onto your team is a big investment, and bad leadership hires are disproportionately more disruptive because they affect more people. If you bring on a new manager whose values aren’t aligned with yours, he will hire people that you may not think are a good fit. If he turns out to be a crummy collaborator, you’ll be dealing with a line of complaints out the door.

It’s wise not to rush into leadership hires, and instead make sure you know what an ideal applicant looks like. The easiest way to do that is to talk with as many prospective candidates as you can, including those who may not want the job but know the role well. Especially if you’re hiring for an unfamiliar position, you need to do your homework to understand what the bar should be.

To help you get started, ask yourself the following:

• Assume you have a magic wand that makes everything your team does go perfectly. What do you hope will be different in two to three years compared to now?

• How would you want someone who works on an adjacent team to describe what your team does? What do you hope will be your team’s reputation in a few years? How far off is that from where things are today?

• What unique superpower(s) does your team have? When you’re at your best, how are you creating value? What would it look like for your team to be twice as good? Five times as good?

• If you had to create a quick litmus test that anyone could use to assess whether your team was doing a poor job, a mediocre job, or a kick-ass job, what would that litmus test be?