Less Is More Until It's Not: The Power of Threes

As founders, we often find ourselves drowning in complexity — too many goals, too many priorities, too much noise. The more our companies grow, the harder it becomes to focus on what truly matters. And if we’re not careful, that complexity doesn’t just slow us down. It clouds our focus, making it harder to see what truly matters. This is where so many companies stall, overwhelmed by complexity and paralyzed by competing priorities. But great founders? They do something different: They simplify.

It’s easy to believe that the clarity we need as founders comes with pure ambition. If we set enough targets and chase enough opportunities, clarity (and success) will follow, right? But the truth is, most organizations juggle 10–15 three-year goals, 3–7 one-year goals, and 3–7 quarterly goals at any given time. That’s 29 company-wide objectives before we even factor in team and individual priorities. No wonder alignment often feels elusive.

We need to ask ourselves: Can anyone on my team recite every company goal? Unlikely.

Now consider this: If our team members can’t remember the destination, how can they confidently chart the path forward?

The best leaders know a simple truth: Clarity wins. By narrowing our focus to just three Core Objectives, we can create alignment, empower our teams, and drive real impact.

The Rule of Three

A well-known cognitive and rhetorical principle (often linked back to Aristotle’s Rhetoric) suggests that humans remember information best when it’s grouped in threes. That’s why so many of the world’s most enduring ideas come packaged as triads:

Life, Liberty, Happiness

Blood, Sweat, Tears

Reduce, Reuse, Recycle

Executive, Legislative, Judicial

At Ninety, we lean into this timeless truth to help drive clarity throughout our organization. We don’t ask our team members to memorize 20+ goals. Instead, we ask them to internalize three Core Objectives:

1. Build and maintain high-trust relationships with at least 90% of our Ideal Stakeholders.
2. Grow Monthly Recurring Revenue (MRR) greater than 50% annually.
3. Adequately advance our vision.

That’s it — three clear, concise statements. Easy to remember yet powerful enough to guide every decision.

The simplicity is intentional. These objectives not only inform our team members but invite exploration, spark conversations, prompt deeper thinking, and empower everyone to connect their Work to what matters most.

From Complexity to Clarity

The fact is, objectives without measurement are just wishes. That’s why at Ninety, we anchor our Core Objectives to three Core KPIs:

1. Number of paying users
2. MRR growth
3. Goal completion %

Every 90 days, we measure, report, and discuss these KPIs in our quarterly State of the Company Meeting. We review past performance, assess current standing, and set targets for the next cycle.

Why only three? Because focus wins. A cluttered dashboard leads to scattered efforts. But when everyone knows what success looks like — when they can recite the Scorecard by heart — alignment becomes instinctive.

Embedding Alignment into Culture

Metrics alone don’t build great companies. The real magic happens when alignment moves from concept to culture. As a founder, your job isn’t just to set goals. It’s to make sure every person on your team understands how their work advances the company’s vision, strategy, and tactics. That means we should prioritize:

• Clear Focus Filters: Including industry and niche, Ideal Customer, Compelling Value
  Proposition, Compelling Why, Core Values, and goals
• Transparent strategy: Including 3-year, 1-year, and 90-day goals
• Role clarity: Every Seat defined by roles, accountabilities, and responsibilities
• An agreements-based culture: A workplace where the things that matter are explicit, coherent, and resonant

At Ninety, this culture empowers all our team members to challenge misaligned activities. If something doesn’t advance the vision, strategy, or tactics, we want them to speak up. Because alignment doesn’t just come from the top — it’s owned by everyone.

Your Turn

So, what about your company? As you think about your organization’s goals, ask yourself these questions:

• What are your three Core Objectives? Can everyone on your team recite them without hesitation?
• What are your three Core KPIs? Are they simple, measurable, and tightly tied to your objectives?
• How are you reinforcing alignment? Do your systems, meetings, and culture continually bring focus back to what matters most?

Remember, the best founders don’t just lead companies. They design ecosystems — self-sustaining cultures that align their people, systems, and goals in pursuit of something great.

And at the heart of those ecosystems? Not 29 goals. Just three.

Three objectives. Three KPIs. Infinite clarity.

So, what are your three?