As the CEO of Source86, my journey over the past few years has been a unique blend of ambition, growth, and purpose. When we started the business in 2021, my co-founder and I had a clear goal: to build something that provided personal financial freedom and wealth while maintaining a lifestyle free from the relentless grind that many entrepreneurs and employees experience. However, what began as a quest for independence and value creation for ourselves soon evolved into something much bigger. We realized that by not taking outside investors, we had unlocked an extraordinary opportunity—to balance the needs of all stakeholders: our team, our customers, our suppliers, and the owners.
This journey took a significant turn when we saw the potential of building a truly global, remote team. What began as a coconut-selling venture quickly shifted toward selling a service-driven business, and our people became our product. This was a pivotal moment for us. Suddenly, we were able to provide unmatched service to our customers by allocating a tremendous amount of resources toward solving their challenges while also ensuring we took care of every individual within our ecosystem.
Our First Step: Establishing a Strong Culture
In 2023, we held our first company off-site in Morocco. At that time, 20 of us gathered some meeting in person for the very first time. For others, it was even their first day of work. The experience was transformative—it helped us define our vision, mission, and values while creating the cultural foundation for Source86. That trip gave me more conviction that if we balanced all stakeholders’ needs, we could build something special. We weren’t just optimizing for profits; we were setting ourselves up for long-term sustainability, even if that meant slower growth or lower margins in the short term.
I’ve always admired Costco’s business model because it prioritizes the customer while ensuring the well-being of its employees and vendors. They’ve built a system where all stakeholders win, and that serves as a model for Source86. Our goal has been to mirror that balance as much as possible, given our smaller size and stage of growth.
Scaling Up: Cape Town off-site 2024
Fast forward to 2024, and our team has grown to 40 people. We planned our second company off-site in Cape Town, and I was filled with a mixture of excitement and apprehension. How would we manage to maintain the strong culture we had built? Would we still be able to stay true to our values as the company scaled?
I shouldn’t have worried. What unfolded in Cape Town was extraordinary. By centering the off-site around our core value—putting the customer at the heart of everything—we brought our team even closer together. Our focus was on ensuring that the customer, as the most important stakeholder, was always front and center. We believe that by doing this, we can provide for all other stakeholders, including our employees, vendors, and owners.
What stood out to me most during this trip was how aligned everyone had become, not just in terms of our business goals, but also in the sense of ownership and responsibility. For the first time, I didn’t feel like I needed to be the driving force behind every initiative. Our team members, 40 strong, were each holding the torch, pushing our vision forward with the same conviction I had. This was a breakthrough moment for me as a leader.
Building a Balanced Stakeholder System
One of the key insights I’ve gained over the years is that businesses can—and should—balance stakeholder value. Profitability is essential, but it shouldn’t come at the expense of the employees who power the business, the vendors who supply our products, or the customers who rely on us. In Cape Town, we broke down so many barriers, both personally and professionally. We realized how much someone’s personal life and mental well-being can impact their work performance, and that if we, as a company, create an environment where people feel supported, we can unlock their full potential. This holistic approach to leadership has led to stronger personal and professional bonds within our team.
Bringing everyone to South Africa for five days was not just an investment in the business—it was an investment in people. We immersed ourselves in the country’s rich history, built bridges across cultures, and deepened our collective understanding of the company’s future. The energy, commitment, and collaboration that came out of that experience were beyond anything I could have anticipated.
A Leadership Lesson: There’s No Single Formula
As we grow, one thing I’ve come to realize is that there’s no secret formula to building a successful company. What we’re doing at Source86 may look very different from other companies, especially those focused on maximizing short-term profits. But that doesn’t mean we won’t be successful. Our success is measured by more than just financial metrics. It’s in the culture we build, the lives we impact, and the legacy we create.
At the end of the day, the constraints we’ve set for ourselves—balancing stakeholder value, focusing on customer service, and maintaining a high-performing yet human-centered team—are what will define our future success. We may not grow as fast as other companies, but we’re building something sustainable, something that will stand the test of time.
The Balance Between Family and Team
There’s a debate in the business world about whether companies should treat employees as family or as part of a professional sports team. At Netflix, they famously describe their culture as that of a high-performing sports team, where results matter more than personal relationships. While I believe in high performance, I also see the value of treating each other like family.
When a sports team wins or loses, they don’t just shake hands and walk away. There’s comfort, empathy, and shared experience. At Source86, we aim to combine these elements—we focus on results and hold each other accountable, but we also support each other through challenges, both personal and professional. We don’t believe in creating artificial divides between work and life. Instead, we embrace the whole person and recognize that everyone’s personal life impacts their professional performance.
Looking to the Future
As I reflect on our time in Cape Town and the journey that has brought us here, I am more excited than ever about the future of Source86. By balancing stakeholder value and putting people at the center of our business, we’ve created something truly special. Our story is just beginning, and I’m confident that our approach will not only lead to financial success but also build a company that people are proud to be a part of—whether they stay with us for the long haul or use Source86 as a springboard for the next phase of their career.
We are committed to being a company that provides value to all stakeholders, and I believe this philosophy will continue to unlock incredible potential for years to come.
