While we’re only two decades in, the twenty-first century has been packed with unprecedented breakthroughs in terms of human health, freedom, and self-actualization. But I’ve also noticed a troubling trend: Many of our foundational institutions and industries have been swayed by people who, though well-intentioned, likely lack the experience they need to understand that their bold ideals sometimes have negative consequences.
This phenomenon is pervasive across mainstream media, big tech, big finance, nongovernmental organizations, the court system, academia, and government. These individuals advocate for what I call luxury beliefs — ideas only made possible by today's unparalleled ease of life that inadvertently cause more harm to those they intend to help.
When I use the phrase “luxury beliefs,” I’m referring to concepts like net-zero emissions, open borders, extended lockdowns, and zero-tolerance content moderation. In this article, I'm going to offer tips on how founders can insulate themselves and their companies from these harmful ideologies and focus on Work that matters.
Focusing on Core Principles
As founders and leaders, we’re not immune to the influence of these luxury beliefs. They shape the environment our businesses operate within, influencing regulatory frameworks, public discussion, and social norms. But building a great company requires navigating these challenging waters with a clear Vision and an unwavering commitment to core principles that prioritize productivity, humanity, and resilience.
Why specifically these three qualities? Well, in addition to forming the core of Ninety's Compelling Why, they're great litmus tests for determining how well your company succeeds at embodying its Core Values regardless of what direction the ideological winds are blowing in greater society.
Productivity over Ideology
Productivity is the lifeblood of any great company. It drives innovation, growth, and the creation of value. When luxury beliefs prioritize symbolic gestures over tangible results, it’s important to stay focused on what truly matters: the efficient and effective use of resources to achieve the company’s goals.
This means creating a culture that centers merit, accountability, and results over credentials and rhetoric. By doing so, you ensure you'll develop high-trust relationships with all your Ideal Stakeholders, creating teams that get smart stuff done together.
Humanity at the Forefront
To continue the same point, a great company isn't just about numbers — it’s about people. While some well-meaning ideologies impose top-down directives that overlook individual needs and circumstances, building a great company involves creating an environment where all Ideal Stakeholders feel valued and respected.
This requires empathy, open communication, and policies that support the well-being and development of each person within the organization. That way, you can feel secure in the knowledge that your team members have the resources to succeed no matter what life throws at your business.
Resilience in the Face of Adversity
The influence of luxury beliefs can create an unstable and unpredictable business environment, so great companies are those that build resilience into their DNA.
This means being adaptable, prepared for challenges, and capable of thriving despite external pressures. It involves strategic planning, creating a culture of continuous improvement, and maintaining a strong financial foundation to weather economic uncertainties.
The Yerkes-Dodson Law and the concept of flow are great frameworks that can assist founders in creating the optimal environment for high performance in stressful circumstances.
Practical Steps for Founders
These are the practical steps you can take to apply a focus on core principles to your organization and resist the pull of luxury beliefs.
- Cultivate a merit-based culture: Make sure promotions, rewards, and recognition within your company are based on performance and contributions, not on conformity to current ideological trends. This helps to attract and retain top talent dedicated to the company’s mission and values.
- Encourage open dialogue: Create spaces where team members can express their views and concerns without fear of retribution. This open dialogue can prevent groupthink and encourage innovative solutions that align with the company’s core principles.
- Prioritize long-term value creation: Focus on strategies that build long-term value rather than short-term gains driven by fashionable beliefs. This includes investing in employee development, building strong customer relationships, and cultivating sustainable business practices.
- Stay informed and adaptive: Stay informed of regulatory changes and societal trends, but don’t be swayed by every new ideological wave. Use critical thinking to assess how these changes impact your business and adapt strategies that align with your Vision.
- Lead by example: As founders and leaders, our actions set the tone for the entire company. Demonstrate a commitment to the core principles of productivity, humanity, and resilience in your daily decisions and interactions.
Balancing Realism and Idealism
One more key point in all this is that there are significant differences between what it takes to
excel in an agreements-based culture versus a relationships-based culture.
In open and relatively free societies, agreements and transparency drive innovation and the exchange of useful information. In contrast, closed or autocratic societies may struggle with these principles, leading capable individuals to migrate toward freer environments where there’s a higher probability of finding decent work and living a better life. Data from political advocacy nonprofit Freedom House demonstrates this trend.
For founders, this means evaluating policymaking and philosophical trends through the lens of the culture(s) and societies that shaped them, balancing realism ("This is how the world works") with idealism ("This is how the world should work.").
Navigating Global Tensions
It's also crucial for leaders to understand that there are bad actors in the world, and creating a safe, productive environment requires compromise — to a point. Open societies are more capable of promoting useful information and innovation compared to closed autocratic societies. This inherent tension means that leaders in closed societies might find it challenging to retain their more capable members, who often seek the freedoms and opportunities available elsewhere.
As a result, there will always be a deep tension between the governments of open/free societies and closed/autocratic societies. Navigating this reality requires a nuanced approach that balances the advantages of open societies with an awareness of the challenges posed by global political dynamics. What works for someone else won't necessarily work for your company, and you should never feel obligated to follow your contemporaries off a cliff.
Trust Your Culture to Guide the Way
Building a great company in the age of luxury beliefs is challenging but not impossible. By focusing on core principles that prioritize true productivity, humanity, and resilience, and by taking practical steps to foster a merit-based, open, and adaptive culture, we can navigate these chaotic times and create organizations that not only survive but thrive.
I believe that great companies are built not by conforming to fleeting luxury beliefs but by steadfastly adhering to timeless principles that genuinely serve the people they touch. When we're committed to our Vision and cultivate an agreements-based culture, we're well on our way to building a Stage 5 company and beyond.
