When discussing compensation, frame equity as providing four things: cash flow, sale bonus, risk, and control. Most employees only want the first two and actively avoid risk and aren't getting control anyway. This simplifies the conversation and allows you to offer profit share and sale bonuses instead of actual shares.
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To maintain an owner's mindset, the speaker asked his new employer not to tell him the total number of company shares. This counterintuitive move prevented him from being demotivated by a small percentage and signaled extreme commitment, which ultimately led to his stake increasing from 0.4% to 20%.
Granting stock options is only half the battle. To make equity a powerful motivator, leaders must constantly communicate a clear and believable narrative for a future liquidity event, such as an acquisition. This vision is what transforms paper ownership into a tangible and valuable incentive in the minds of employees.
Don't default to a 50/50 split on day one. Instead, agree to formally discuss equity only after reaching a predefined milestone, like $10,000 in revenue. This allows you to base the split on demonstrated contribution and commitment, avoiding the resentment from premature, misaligned agreements.
To conserve cash, especially in a downturn, founders can pay key employees 10-30% below market rate in salary. The key is to compensate for this deficit by offering double or triple the industry standard in equity. This strategy attracts top talent aligned with long-term success while keeping the company's cash burn rate low.
Gifting non-performance-based shares to all employees doesn't foster an 'owner mindset.' True ownership thinking is better cultivated through incentives tied to specific, controllable outcomes, like targeted cash bonuses. Standard equity compensation often just becomes another part of the salary package, disconnected from individual impact.
Effective negotiation avoids getting bogged down in details initially. Instead, focus on reaching a high-level agreement on five key pillars: valuation, capital structure, governance, strategy, and exit plan. Only after this framework is set should you dive into the details.
Granting a full co-founder 50% equity is a massive, often regrettable, early decision. A better model is to bring on a 'partner' with a smaller, vested equity stake (e.g., 10%). This provides accountability and complementary skills without sacrificing majority ownership and control.
A service company's primary asset is its people. To prevent your best talent from leaving and becoming competitors, you must give them significant equity. This transforms their mindset from employee to owner, aligning their interests with the firm's long-term success and growth.
When negotiating a job offer, ask for more stock options instead of a higher salary. This is often better received by employers as it signals you are a long-term believer in the company's success and want to be an "owner," not just an employee.
Founders often assume employees share their risk appetite for equity, but this is a mistake. When offered a choice between a higher cash salary and a mix of cash and equity, the vast majority of employees will choose the guaranteed cash, revealing a fundamental aversion to risk.
