10 Lessons From 10 Years in Business: Building the Right Team
“Take Care Of Your Employees And They’ll Take Care Of Your Business.”
Ten years ago, when Hila and i planted the seeds of 33 Sticks, we made a promise. This promise wasn't to ourselves, or investors, or even to the fast-paced analytics marketplace. It was a promise to the world - we would construct a company that consistently delivered incredibly positive experiences to our customers.
Our past experiences had shown us workplaces where the customer was often an after-thought, resulting in negative interactions and dissatisfaction. We were determined not to let our venture become a part of that status quo. We knew we could create a different, more positive experience, but the question looming over us was, how could we scale this commitment beyond just the two of us? Could we find the right people who would mirror our passion for truly caring for our clients?
After years of searching for an answer, we took the plunge and decided to hire our very first employee. We chose to err on the side of delighting our employees, hoping that their happiness would translate into an unwavering dedication to creating positive experiences for our clients. As Richard Branson famously said, “Take Care Of Your Employees And They'll Take Care Of Your Business.”
But how exactly does one go about building the right team? Surely, it has to be more profound than offering a competitive salary and installing a ping pong table in the office corner, right?
Hiring for Fit
At 33 Sticks, our approach to work operates on three interconnected levels: The Job, The Craft, and The Experience. Understanding these levels is essential for both our team members and our clients to align with our vision and values.
The Job is the foundational level. It encompasses the hard skills required to do the work - skills that can be taught and measured. However, companies that focus solely on this level often risk being treated as commodities.
The Craft is the next level. It moves beyond hard skills into a realm where employees are driven to master their craft. They don't just perform tasks; they deliver products and services with the highest levels of care and quality. We always seek out individuals who are not just capable of doing the job, but those who strive to become true artisans in their field.
Finally, we have The Experience. This level encapsulates everything else beyond the product or service itself. It's about how we communicate, build relationships, and deliver our services. In the end, what people remember is how our product or service made them feel. To create highly positive experiences, we need employees who align with our purpose, our reason for existing, our values. Without this alignment, it's nearly impossible to consistently deliver the kind of experience we aim for.
In order to ensure this alignment, we've committed to being transparent about who we are and who we aren't. We want potential customers and employees to understand if they fit with us and if we fit with them.
Who we are:
We are here to solve problems
We are here to help. if our help is not appreciated then best of luck
When we walk away from an engagement, our clients are healthier
People come first, the buyer is our client, not an organization
We tell clients what they need, not necessarily what they want
We charge fees based on value not hours
We are trusted guides and business advisors
We create deep trust with our clients
In 10 years of business, we have a proven track record of improving our client’s conditions
A refuge from the management and cultural issues that inflict larger organizations
We discuss value, not price
We improve conditions objectively (profit, margins, market share) and subjectively (reduced stress, higher job satisfaction)
We improve our clients professionally (high output, greater happiness, job promotions)
Who we aren’t:
We aren’t “yes men”
We aren’t contractors
We don’t perform work at our client’s direction
We aren’t a temporary employee
We aren’t “junior talent”
We aren’t your help desk
We aren’t resellers (we have a zero tolerance policy for collecting kick backs or financial compensation for recommending vendor products)
We aren’t an agency that pretends we can do it all, we do a few things, and those few things we do better than anyone else
We aren’t open to working with everyone, only a select few companies get in the door
We don’t focus on the “thud factor” of deliverables, we focus on results
You can’t buy us by the hour
Through this transparency, we strive to build a team that is not only competent and passionate but also deeply aligned with our mission to deliver incredibly positive experiences.
The Importance of Hiring Passionate Individuals
At 33 Sticks, the passion of our team members is the fuel that drives our success. When we consider bringing a new employee on board, their passion for their work is one of the key traits we look for. This isn't just because we believe in enjoying what we do - it's because the nature of our work requires every single team member to transcend the basic requirements of their job.
Passion is the ingredient that transforms "a job" into "a craft." It motivates employees to learn more, do more, and create more. It pushes them to excel in their roles and to continuously aim for higher levels of performance. Without passion, it's challenging to elevate the work from being "just a job" to becoming "a craft." Without passion, It becomes near impossible to wrap the craft in highly positive customer experiences, which is our ultimate goal.
It's the passionate employees who care deeply about their work, who are driven to achieve audacious goals, who strive for perfection, and who go the extra mile to ensure our clients are not just satisfied but delighted. These individuals don't see obstacles; they
see challenges to overcome. They don't aim for the minimum; they aim for the extraordinary.
Over the past decade, we have numerous examples of how passionate employees have driven success at 33 Sticks.
Jim and Jenn, having dinner with our amazing friend Adam from Currys, one of Europe’s largest electronics retailers.
One such example that comes to mind is one afternoon, i received a phone call from Jim where he explained that him and Jenn were planning a trip to London to spend time with the Currys team. Nothing was wrong, no specific project work had to be completed on-site, they just determined that given the strategic nature of the client, they felt it was a good investment in building a strong relationship with the team. i didn’t ask them to do it, there wasn’t anything in the contract saying they had to travel to London, they just felt it was the right thing to do and they made it happen.
So, how do we identify passionate individuals during the hiring process? We look for signs like a genuine enthusiasm for the analytics field, a commitment to continuous learning, a history of going above and beyond in previous roles, and a clear alignment with our company values and mission. We ask questions that reveal not just what candidates have done, but why they've done it and what they've learned from it.
In essence, passion, care, desire, and a drive to do what others might deem audacious – these are the traits that make incredible employees. These are the individuals who create immensely positive customer experiences and contribute to the ongoing success of 33 Sticks.
The Role of Skills in Building the Right Team
In the analytics industry, the right skills can make the difference between mediocrity and excellence. At 33 Sticks, we recognize the importance of both technical and soft skills in our team members.
Key Skills in the Analytics Industry
Depending on the specific role, our team members need a range of technical skills. These include deep experience with enterprise solutions such as Adobe Analytics, Google Analytics, Matomo, and others. For more technical roles, understanding JavaScript development, digital data layer design and strategy, business requirement mapping, and jQuery for A/B and MVT testing are essential. SQL, R, and Python are also important skills in our industry.
Meanwhile, for analyst and optimization strategist roles, we look for proficiency in SQL, basic math and statistics, report and dashboard design, ability to design analysis frameworks, data discovery, data storytelling, and A/B test design and strategy.
The Balance Between Technical and Soft Skills
While technical skills are indispensable, soft skills are what elevate our work from “The Job” to “The Craft.” These include communication, relationship building, project management, and business IQ. The ability to adapt one's work and communication style based on a client's personality is also crucial. These soft skills ensure that our analytical expertise is applied effectively and that our clients have a positive experience at every touchpoint.
Continuous Learning and Development at 33 Sticks
In many agencies, the push to bill maximum hours leaves little time for learning. This approach can lead to stagnation and blunt the skills of even the most talented team. At 33 Sticks, we firmly believe that what we know today pays the bills today, and the new knowledge and experience we add will pay the bills tomorrow.
To this end, we've allocated budget and non-client time for every employee to explore and learn. This commitment to continuous learning ensures that our team stays on the cutting edge of the analytics industry and that we can continually deliver exceptional service to our clients.
Additionally, we’ve invested in outside expertise to help our team develop a deeper understanding of how they think and how they work. To do this, we partnered with Evan Lapointe at CORE to help our team move into a high performance state.
The Hiring Process
At 33 Sticks, our hiring process is a carefully designed journey that ensures we recruit individuals who align with our values, culture, and passion for excellence in analytics.
Identifying the Right Fit
Our multi-step interview process is fully transparent to potential candidates. The aim of conducting multiple interviews is to gain unique perspectives from different individuals within our organization.
The first step is to determine a candidate's fit with our values and culture. If a candidate aligns well with our ethos, we then assess their overall passion for analytics and service, as well as their ability to use creativity to solve complex problems.
Finally, we ensure that the candidate possesses the basic technical skills required to do "The Job." Each of these steps is integral to building a team that is not just skilled, but is also committed to the ethos of 33 Sticks.
As part of our process, we also introduce potential candidates to The Big 5 personality profile. The results are confidential to the candidate, and it's their choice to share them with us. This step is crucial to understanding a candidate's curiosity about how they work, how others work, and how the world works. If a candidate lacks this curiosity, they may not be the best fit for our team.
Embracing Diversity
Diversity has been a cornerstone of our team-building approach at 33 Sticks. We have cultivated an incredibly diverse team. This diverse blend of perspectives and experiences enhances our creativity, fosters innovation, and enables us to better serve our global client base.
We believe that diversity goes beyond just demographic factors. It is about recognizing and valuing the unique strengths and contributions of each individual. It is about creating an environment where everyone feels welcome and can perform at their best.
Our commitment to diversity means we are always seeking to learn and improve. We continually reassess our hiring practices to ensure they are inclusive and give everyone an equal opportunity to join our team.
Nurturing Our Team: A Unique Approach to Benefits
At 33 Sticks, we believe in supporting our team members in a holistic way that goes beyond just a paycheck. We've designed our benefits package to foster an environment of creativity, wellness, and balance.
A True Commitment to Work-Life Balance
We don't just offer unlimited PTO and 13 paid holidays—we enforce a minimum of 26 days off per year. This isn't a bait-and-switch; it's a testament to our belief in the importance of rest and recharging. By providing our team with ample opportunity to unwind and pursue personal interests, we foster a culture of sustained productivity and enthusiasm for the work we do.
Investing in the Future
Our commitment to our employees' futures is underscored by a guaranteed 3% contribution to their 401(k), regardless of their own participation. We consider this an investment in our team's peace of mind and long-term financial stability.
Comprehensive Health Coverage
We provide 100% paid employee health coverage, including health, dental, and vision. Recognizing the importance of family, we also cover 50% of the cost of health, dental, and vision for our employees' families.
Empowering Remote Work
At 33 Sticks, we understand that a comfortable workspace fosters creativity and productivity. That's why we provide a home office setup bonus, granting our team members the freedom to design their own workspaces. In addition, we contribute monthly towards phone and internet costs, ensuring our employees can stay connected without incurring personal expenses.
A Timesheet-Free Culture
We've banished timesheets, once and for all. Our focus is on the value our team members bring, not the hours they clock. This approach encourages initiative, autonomy, and a focus on quality.
Work From Anywhere
The world is our office. We offer our team members the ability to work from literally anywhere in the world, reaffirming our commitment to flexibility and a work-life balance.
As we reflect on our journey over the past decade at 33 Sticks, one thing is clear: the right team makes all the difference. Our commitment to hiring passionate, skilled individuals who align with our values has been the cornerstone of our success. From our meticulous hiring process to our investment in diversity, continuous learning, and a holistic benefits package, we have created a culture where our team members feel valued, inspired, and motivated to deliver exceptional service to our clients.
Building a team that's capable of scaling a business without sacrificing a customer-focused culture isn't easy. It requires vision, patience, and a deep understanding of the unique balance between skills, passion, and alignment with company values. As we move into the next decade, we remain committed to nurturing our existing team and attracting new talent that will help us continue to deliver positive experiences for our clients.
We hope the lessons we've shared from our journey can inspire other businesses to invest in their teams in a meaningful way. After all, as Richard Branson said, "Take Care Of Your Employees And They'll Take Care Of Your Business." Here's to the next ten years of 33 Sticks, our incredible team, and the clients we serve.
Thank you for joining us on this journey.
