First Who, Then What: Building Teams That Shape the Future

When companies face uncertainty, leaders often rush to look for the next big idea or the perfect strategy. It feels natural to ask, “What should we do?” But in practice, the better question is almost always, “Who should we do it with?”.

Jim Collins captured this insight in his book Good to Great: get the right people on the bus, put them in the right seats, and let the wrong people off. Only then can you decide where that bus should go. It sounds simple, but in fast-growing businesses, this shift in thinking changes everything.

Great leaders understand that strategy will evolve, markets will shift, and plans will get rewritten. But people,the right people, are the foundation. When you have a team of self-driven, values-aligned individuals, they will adapt, innovate, and solve problems no plan could have predicted.

That’s why the smartest companies take their time with hiring. They know it’s better to leave a seat empty than to fill it with someone who doesn’t fit. Skills can be taught, but attitude, values, and cultural fit are far harder to change. The wrong hire slows everyone else down; the right one lifts the whole team up.

But getting the right people isn’t enough. They also need to be in the right roles. Even a talented person can underperform if their seat doesn’t match their strengths. Sometimes success means shifting roles, trying a different challenge, or redesigning responsibilities so people can do their best work.

And yes, sometimes it means letting go. If someone consistently misaligns with the values or drags down the culture, leaders must act. It’s never easy, but protecting the health of the team matters more than avoiding a difficult conversation. Done respectfully, parting ways can be the best decision for both sides.

When leaders embrace this mindset, the way they make decisions changes. Instead of jumping straight into action plans, they start with people: Who is best equipped to take this on? Who has the energy and capacity? Who can inspire others to follow? Once those questions are answered, the “what” becomes far easier.

In the end, First Who, Then What is not just a management tool, it’s a leadership philosophy. It reminds us that growth, innovation, and resilience don’t come from brilliant strategies alone. They come from having the right people in the room, ready to figure it out together.

If you’re building a team or organization ready for its next chapter, let’s talk about how we can help you find the right people and structure for long-term success.