So, you want to build a business? Good. Let’s talk about what works. Not fluffy nonsense, but real lessons—practical stuff that doesn’t just sound good but actually helps. These ideas come from Dr. Mzamo Masito, a former Google South Africa CMO, and they’re worth their weight in gold. This article is an interpretation of Mzamo's LinkedIn post.
1. Know Your Mission—Really Know It
What’s the point of your business? Be specific. Google’s mission is to “organise the world’s information and make it universally accessible and useful.” That’s clear, right? It’s not “make a lot of money” or “be the best.” It’s about solving a problem in the world. And here’s the trick—tie that mission to something people care about. Head and heart—both engaged.
And values? Keep it simple. Google’s value is “Respect.” One word. That’s it. Make your value easy to remember, like your mom’s birthday. Simple works. Complexity fails.
2. Leaders Get Things Done—Not a Popularity Contest
You’re not trying to win votes. You’re trying to build something that matters. That means setting big, scary goals and hiring people who are smarter than you. Leaders make tough calls—cutting projects, firing people, shifting directions. Will everyone like you? No. But they’ll respect you if you get the job done and treat people fairly.
Remember this: Only money is liked by everyone. You are not money.
3. Fail Fast, Fix Faster
You’re going to have bad ideas. Everyone does. Google launches stuff all the time, and lots of it flops. The trick is to drop bad ideas quickly and learn from them. Don’t get emotionally attached to your products. Test, break, learn, repeat.
Tip: Be loose on ideas but firm on values. Fail with grace and keep moving.
4. Don’t Be a Jerk—Hire Smart, Kind People
Google calls it being "Googley," but really it’s just this: Don’t be an asshole. Help others win, and they’ll help you win. Surround yourself with smart, kind, and curious people. Hire slow, fire fast. Culture isn’t ping-pong tables—it’s how people treat each other when no one’s looking.
5. Managers Matter—More Than You Think
A company’s leaders set the direction, but managers make it happen. They connect the dots between mission, culture, and goals. Treat your managers like gold. Train them. Coach them. They’ll multiply your impact.
6. Set Goals You Can Measure
Google uses OKRs—Objectives and Key Results. Fancy name, simple idea. What do you want to achieve? (Objective). How will you know when you’ve achieved it? (Key Result). Set clear goals, check in often, and track progress. No surprises.
Pro Tip: Check on performance and well-being. Happy teams work harder.
7. Over-Communicate—Silence Breeds Rumours
People hate uncertainty. If you’re not telling them what’s happening, their brains will make stuff up—and it won’t be good. Communicate early, often, and clearly. Repeat yourself until you’re sick of hearing your own voice. Clarity kills chaos.
8. Be Honest Without Being a Jerk
Criticism doesn’t have to hurt. Be straightforward, but always with care and respect. Think of it like this: You’re telling someone they have spinach in their teeth. They’ll thank you later.
9. Make Everyone Feel Like They Belong
Here’s the thing about humans—we’re wired to form tribes. If you’re not intentional about including people, you’ll accidentally exclude them. Build a culture where everyone feels valued, or risk losing talent and trust.
10. Nobody’s Perfect—Don’t Chase Unicorns
Perfection is a mirage. People, products, and plans—all flawed. Progress is better than perfection. The best companies aren’t perfect—they just improve faster than everyone else.
Bonus: Be Better, Not First
Being first doesn’t mean much if you’re not better. Facebook wasn’t the first social network. Google wasn’t the first search engine. They were just better—simpler, faster, smarter.
Pro Tip: Focus on the product. Make it so good that marketing feels effortless.
The Bottom Line?
Build something people need. Focus on progress, not perfection. Be clear, kind, and honest. Hire great people. And always—always—fail fast and learn faster.
Simple? Yes. Easy? No. But that’s how you build something that lasts.
Now go out there and get to work.
Original LinkedIn post by Mzamo Masito
