Mastering Leadership: Valuable Lessons from Two Unicorn Founders
Finding and studying effective leadership models is essential to entrepreneurial success. Godard Abel, Co-founder and CEO of G2, and Jason VandeBoom, Founder and CEO of ActiveCampaign are two founders of unicorn start-ups who have built thriving, Purpose First businesses by leveraging their unique strengths. Here’s how their personal leadership style informed their success, and how you can use their example to chart your own course to entrepreneurial success.
Godard Abel’s Purpose First Leadership at G2
Godard Abel is co-founder and CEO of G2, the world’s largest tech marketplace. He previously built cloud CPQ pioneers BigMachines and SteelBrick, which were later acquired by Oracle and Salesforce, respectively.
Since Abel founded G2 in 2012, the company has grown into an essential resource for millions, offering unbiased and verified user reviews of software products and services. In 2021, G2 raised $157 million in a Series D funding round led by Permira, with participation from existing investors Accel, Emergence, and IVP. This financing brought the company's valuation to over $1 billion, granting it coveted unicorn status.
Abel and I recently discussed how a conscious company culture propels G2’s unicorn success for Forbes Magazine. Following are key guiding principles Abel attributes to G2’s success.
Purpose Driven: G2 champions a clearly stated mission: to empower businesses to make better software decisions. Abel ensures that every team member is aligned with this purpose, and that this is the core guiding principle for all decisions.
Collaborative: Abel values teamwork and actively encourages collaboration among team members. He believes collective intelligence leads to better decision-making and innovation in the company.
Transparency: Fostering a culture of openness and transparency is an essential part of Abel’s leadership approach. Abel believes sharing information and being honest with team members builds trust and strengthens relationships.
Empathetic: Abel prioritizes empathy and understanding in his interactions with team members. He acknowledges that his team has different perspectives and strives to create an inclusive work environment where everyone feels heard and valued.
Jason VandeBoom’s Purpose First Leadership at ActiveCampaign
Jason VandeBoom is the Founder and CEO of ActiveCampaign. Founded in 2003, the company has since grown to become the global leader in customer experience automation (CXA). Since its launch, the platform has been used by over 180,000 businesses to automate their marketing and sales processes. In 2021, ActiveCampaign raised $100 million in Series D funding, led by Susquehanna Growth Equity (SGE). This financing round valued the company at $3 billion, deeming it a unicorn startup.
In a Forbes interview with me, VandeBoom opened up about ActiveCampaign's inspiring journey.
Data-driven: Corporate decision-making is heavily influenced by data and analytics. VandeBoom believes using data to inform decisions leads to better outcomes and helps the company stay competitive in the market.
Innovative: Fostering a culture of innovation at ActiveCampaign is an essential hallmark of their corporate culture. He encourages team members to think outside the box and empowers them to find with creative solutions to problems.
Adaptive: VandeBoom’s leadership style values adaptability and flexibility. He acknowledges that as both markets and customer needs are constantly evolving, it’s necessary to pivot the company's strategies when needed to stay ahead of the curve.
Results-oriented: VandeBoom emphasizes the importance of achieving tangible results for the company's customers. He sets clear goals and expectations for his team members and holds them accountable for delivering on those objectives.
Purpose First: In addition to data-driven decision making, VandeBoom emphasizes the company's mission to help businesses create meaningful connections with their customers through customer experience automation. This Purpose First aspect of his leadership ensures that his team stays focused on delivering value to their clients and making a positive impact in the market.
Three Essential Take-Aways
Following are three key tips from Abel and VandeBoom you can use to strengthen your own Purpose First leadership and drive your business to new heights.
Embrace your unique leadership style: Understand and embrace your own leadership style while incorporating Purpose First elements to stay in sync with your team. This establishes a strong company culture that aligns with your values and drives success in your Purpose First business.
Balance purpose with data-driven strategies: Combine your Purpose First approach with data-driven decision making to stay competitive in the market and deliver value to your clients.
Foster a culture that supports innovation and adaptability: Encourage your team to think creatively, embrace change, and be adaptive to the constantly evolving market conditions.
By embracing your own unique leadership style while incorporating Purpose First fundamentals, balancing your approach with data-driven strategies, and fostering a culture that supports innovation, adaptability, and collaboration, you can propel your business to new heights and create lasting success in your entrepreneurial journey.
