This one’s a bit raw. A bit more real.
Hey Oneture,
You’re 9.
What began with a few of us, heads down, hearts full, just trying to do something meaningful… has become so much more. A team. A brand. A quiet force in the space.
This isn’t a letter about you. It’s a letter to you.
Because you’re no longer just an idea or a company. You’re a living, evolving thing — shaped by every person who chooses to show up, day after day, and give a damn.
As your founder and first custodian, here’s what I believe will define who you must become next:
1. Stay Uncomfortable — Even When It’s Easier Not To
Growth doesn’t happen in comfort. When things feel predictable — when delivery is humming, clients are happy, and metrics are green — that’s when the real risk begins. Comfort slowly kills edge. Stay uncomfortable on purpose. Keep questioning what you take for granted. Disrupt your own models before the market does it for you.
2. Let the Company Outgrow You — Or You’ll Hold It Back
There was a time when every key decision passed through me. That can’t be true forever. The goal isn’t to be indispensable — it’s to be replaceable without losing relevance. Mentor leaders. Build trust in judgment. Step out so others can step up. If Oneture’s future still revolves around me, it’s not a company — it’s a limitation.
3. Don’t Just Use AI — Let It Reshape You
AI isn’t an upgrade; it’s a paradigm shift. It’s not about automation for efficiency — it’s about augmentation for intelligence. Let AI change how you architect solutions, how you design teams, how you make decisions. Don't just add AI to what exists — reimagine the problem entirely. This is a reset moment. Treat it that way.
4. Invest in Talent Like It’s the Business Model
Processes scale. People transform. One high-agency, deeply aligned person can unlock 10x more than systems ever will. But top talent doesn’t just join — they stay where they grow. Don’t just hire them. Give them room. Give them real problems. Listen to them. Your future depends more on the people you attract and retain than the technology you adopt.
5. Focus on What Compounds, Not What Shines
It’s easy to chase trends, awards, big names, and viral wins. But what builds strength — real, quiet, durable strength — is compounding: – Reusable capabilities – Clients who trust you year after year – Processes that get better each cycle – A culture that trains itself Choose those over shiny distractions. Always.
6. Stop Glorifying Heroics — Build Boring, Beautiful Systems
Early on, the late nights, the all-hands scrambles — they were necessary. But they don’t scale. They burn people out. Build systems that are predictable, reliable, and even boring — because they work. If success still depends on individual hustle, you haven’t designed the company for the long run.
7. Choose Partners Who Stretch You, Not Just Support You
A great partner doesn’t just bring scale or revenue. They bring a new perspective. They challenge your thinking. They help you see blind spots. Build alliances with those who think bigger, go deeper, and align with your values. Don’t partner to stay safe. Partner to grow.
8. Make the Tough Calls — Especially When They Hurt
There will be moments where doing the right thing will cost you — Letting go of high performers who damage culture, Walking away from high-paying but misaligned clients, Saying no to shortcuts when the pressure is high. Do it anyway. Long-term trust is earned in those hard moments.
9. Never Lose Sight of Why You Started
You were meant to build responsibly, think deeply, and create work that you — and others — can be proud of. Don't forget that. Stay mission-driven, values-first, and long-term obsessed. The moment you start drifting from your “why” — pause and recalibrate.
And remember:
It’s not about doing more. It’s about doing what matters — better, deeper, and with greater integrity. That’s how you stay relevant. That’s how you stay proud.
Let the next 9 be even more intentional than the first.
— You, at 9 Still building. Still learning. Still becoming.
