Hey.

Today, I wanted to tell you about an early year at CROSSNET where everything changed. We had just come off a massive 2020–nearly $2 million in profit. For a small team, it felt like winning the Super Bowl. We thought we’d cracked the code.

So we did what a lot of founders do after their first big year.

We started hiring,

Fast.

In a matter of months, we ballooned from 3 employees to 19. Sharp resumes. Big-brand experience. People who “looked the part.” And we thought that was the next logical step.

More people = more growth, right?

Wrong.

We got distracted chasing revenue instead of protecting what actually got us here in the first place: profit on every single order. 

Discipline. Focus. Efficiency.

We thought we were building an empire, but what we were actually building was bloat.

A few months later, we were carrying a team we couldn’t afford, our margins were shrinking, and we were no longer making the kind of decisions that built our business–we were reacting, not leading.

Looking back, that was one of the most expensive lessons I’ve ever learned. And I want to make sure you don’t make the same mistake.

Desperation Hiring Will Kill You

Let me be blunt: the worst time to hire is when you’re panicking. When you’re burnt out, overwhelmed, and just want someone–anyone–to take the pressure off, your standards go out the window. That’s when you talk yourself into bad hires.

“They’ll figure it out.”

“They have the experience, right?”

“They worked at X company, so they must know what they’re doing.”

Wrong,

Wrong,

And wrong again.

I’ve hired people who looked perfect on paper and flamed out in a week. And I’ve brought on scrappy unknowns who became core pillars of the business. The difference?

It wasn’t about skillset,

It was about alignment.

Don’t Run Out of Cash With Drivepoint

Want to know the #1 reason most consumer brands fail?

It’s not because the product sucked. Not because the ads stopped working. Because they didn’t know their numbers. It’s because they weren’t obsessive about cash flow.

You need to know your product-level profits, working capital, and cash conversion cycle like the back of your hand. You can’t leave finance up to guesswork.

That’s why companies like True Classic, Salt & Stone, Oats Overnight, Graza, immi, and Simple Modern are all using Drivepoint.

It’s the finance platform built specifically for consumer brands. Think: accurate omnichannel forecasting, dynamic scenario modeling, and the kind of AI-powered insights that would normally cost you a full-blown finance team (or a $10K/month CFO).

I’ve seen firsthand how much time (and cash) founders waste flying blind on finances. Don’t be that brand.

Check out how top operators are scaling smarter with Drivepoint

Or skip the line and email my guy Matt to get set up: [email protected]

Seriously one of the most impactful partners for both CROSSNET and The Founders Club. Wouldn’t vouch for anyone if I didn’t truly believe in them, and Drivepoint has it no doubt.

Here’s What I Look for Now (That I Didn’t Then):

Mission Fit > Resume Hype
I care less about where you’ve worked, and more about why you want to work with us. Do you care about the mission? Do you believe in the product? Are you showing up because it means something to you–or are you just showing up?

Energy Over Experience
I’d rather train someone hungry than deal with someone experienced but jaded. Skills can be taught. Hunger is hard to fake.

Past Proof of Grit
I ask questions like:
“Tell me about a time when you had to solve a problem with no resources.”
“When did you fail at something you really cared about?”
“What’s something you’ve built from scratch?”

I want to see if they’ve been through the fire. If they haven’t? They might not be ready.

You’re Not Building a Team. You’re Building a Culture.

Every single hire you make shapes your company’s culture.

I didn’t get that at first. I thought I was just trying to “fill roles.” But what you’re actually doing is inviting people into your home. Your mission. Your way of operating. If they don’t vibe with your energy, they’ll chip away at it. Slowly. Quietly. But relentlessly.

I’ve seen what happens when you let one “meh” hire stick around too long:

• Accountability drops.

• Excuses rise.

• Great team members lose motivation.

• Standards start to slide.

One bad hire doesn’t just cost the business money, it costs momentum.

Hire Slow, Fire Fast. Yes, Really.

I used to think that phrase was aggressive. Cold, even. But now? It’s just math. If someone’s not a fit, it’s better for both of you to move on early. The longer you wait, the more resentment builds. The more misalignment festers. The more it poisons the culture you’ve worked your ass off to build. Trial periods, clear deliverables, and check-ins in the first 30 days are your best friend.

And if someone isn’t hitting by then? You already know the answer.

A Quick Checklist for Your Next Hire:

Before you extend an offer, ask yourself:

• Have I seen this person solve a hard problem? 

• Do they understand–and believe in–our mission? 

• Can I see myself building with this person for the next 2-3 years?

• Are they additive to the culture, not just competent at the job?

• Would I want to be stuck in a 6-hour flight delay with them?

If it’s not a hell yes? It’s a no.

It’s Okay to Wait for the Right One

The best hires I’ve ever made took time. The first few conversations didn’t even feel like interviews. They were more like “Let’s see if we vibe.” I wanted to know what made them tick. What got them fired up. What they were building–even if it wasn’t for CROSSNET.

Because the right people? They don’t just take tasks off your plate. They make the whole table bigger.

Final Thought: Your Next Hire Will Make or Break Your Next Chapter

I’ve said this before, but it’s worth repeating: the people who get you from 0 to 1 usually aren’t the people who take you from 1 to 10.

Every stage of business demands new capabilities, new mindsets, and new players.

Your job is to recognize when you need to level up–and who can help you get there. So take your time. Ask the hard questions. And don’t let desperation make decisions for you.

You don’t need to find “perfect.”

You just need to find aligned.

Until next time,
Chris