But more often the real shock of growth is that over time you’ll bring on people who are just okay. Relative to the amazing people you brought in early, they’ll seem unimpressive. Mostly fine, good team players, get the job done.

And that’s not the end of the world. As the company expands, you need all kinds of people at all kinds of levels.

You can’t wait for the perfect A+ candidate to appear for every single empty slot. You need to hire. The best of the best don’t always want to join a big team, or they’re tied up in another job, or you can’t afford them or give them the titles or responsibilities they want.

And sometimes the people you don’t expect to be amazing—the ones you thought were Bs and B+s—turn out to completely rock your world. They hold your team together by being dependable and flexible and great mentors and teammates. They’re modest and kind and just quietly do good work. They’re a different type of “rock star.”

By far the hardest part of growth is finding the best people—in all their different incarnations—trusting your team to hire them, then making sure they’re happy and thriving.

One exercise I do every January is to map out where I hope my team will be by the end of the year. I create a future org chart, analyze gaps in skills, strengths, or experiences, and make a list of open roles to hire for. You can do something similar by asking yourself the following questions:

• How many new people will I add to our team this year (based on company growth, expected attrition, budget, priorities, etc.)?

• For each new hire, what level of experience am I looking for?

• Which specific skills or strengths do we need in our team (for example, creative thinking, operational excellence, expertise in XYZ, etc.)?

• Which skills and strengths does our team already have that new hires can stand to be weaker in?

• What traits, past experiences, or personalities would strengthen the diversity of our team?

Having a thoughtful, one-year-out organizational plan lets you stay ahead of hiring needs and gives you a handy framework for evaluating candidates so that you won’t fall into the trap of saying yes to the next person who comes along.

UNDERSTANDING YOUR CURRENT TEAM

• What are the first three adjectives that come to mind when describing the personality of your team?

• What moments made you feel most proud to be a part of your team? Why?

• What does your team do better than the majority of other teams out there?

• If you picked five random members of your team and individually asked each person, “What does our team value?” what would you hear?

• How similar is your team’s culture to the broader organization’s culture?

• Imagine a journalist scrutinizing your team. What would she say your team does well or not well?

• When people complain about how things work, what are the top three things that they bring up?

UNDERSTANDING YOUR ASPIRATIONS

• Describe the top five adjectives you’d want an external observer to use to describe your team’s culture. Why those?

• Now imagine those five adjectives sitting on a double-edged sword. What do you imagine are the pitfalls that come from ruthless adherence to those qualities? Are those acceptable to you?

• Make a list of the aspects of culture that you admire about other teams or organizations. Why do you admire them? What downsides does that team tolerate as a result?

• Make a list of the aspects of culture that you wouldn’t want to emulate from other teams or companies. Why not?

UNDERSTANDING THE DIFFERENCE

• On a scale from one to nine, with nine being “we’re 100 percent there” and one being “this is the opposite of our team,” how close is your current team from your aspirations?

• What shows up as both a strength of your team as well as a quality you value highly?

• Where are the biggest gaps between your current team culture and your aspirations?

• What are the obstacles that might get in the way of reaching your aspirations? How will you address them?

• Imagine how you want your team to work in a year’s time. How would you describe to a report what you hope will be different then compared to now?

The best people to consider first are those with whom you have already worked. Culture fit can be evaluated in interviews and tests, but nothing substitutes for your own real-time observations of someone over prolonged periods of time.

At the end of the day, the best way to respect and reward the A players on your team is to surround them with other A players. This is how you attract more A players. And it means you must invest as much energy into hiring as you expect the team to invest in their jobs. You cannot expect someone to keep giving all of themselves if you put someone alongside them who isn’t willing to do the same. You need to be as unreasonable in how you build your team as you are in how you build your product or experience.