When the Mission Drives Growh and Culture with Darcie Durham

2025-02-19

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Tom’s shoes started with the mission of donating a pair of shoes for every pair bought. A powerful mission that attracts a lot of people. However, resonating with the mission is not enough. To be successful in any organization, one must also naturally operate in a manner that is in alignment with the company’s core values. What makes this critical to successful hiring is that it gives people the opportunity to thrive from day one. By eliminating most of the friction that is often encountered when the person steps into the new role. Today, we are going to discuss how one company has been able to stay on mis...

Tom’s shoes started with the mission of donating a pair of shoes for every pair bought. A powerful mission that attracts a lot of people. However, resonating with the mission is not enough.

To be successful in any organization, one must also naturally operate in a manner that is in alignment with the company’s core values.

What makes this critical to successful hiring is that it gives people the opportunity to thrive from day one. By eliminating most of the friction that is often encountered when the person steps into the new role.

Today, we are going to discuss how one company has been able to stay on mission and elevate their culture. All while experiencing 3x growth.

Guest Bio:

Darcie Durham is the COO/CFO of HTX Labs. Inc. HTX Labs is a fully remote, immersive learning software company that provides immersive XR classrooms on their EMPACT platform for the Department of Defense and others.

In the last 2 years, HTX Labs has experienced rapid growth, tripled in headcount and is experiencing record-breaking performance month over month.

Problem:

Protecting Culture is critical to their momentum
How not to lose culture when you have tripled in size
Values are the core to success with their customers
She joined as employee 26 now at 85 people
Strong culture and very intentional
Fully remote company
Challenge
- Being able to articulate culture in a way that people can identify a fit.
- Fully remote, meet with a lot of folks, peer interview
- Darcie is the final interviewer- how do they tie with the mission

Why is this important to the company?

The foundation of the culture
Two founders are still principals involved in day-to-day
Humble and open to listening to feedback
Embodies open to feedback - we can’t be experts on all things in an emerging field - no one has done this before - have to be okay with making mistakes, owning them, and moving on

Rick’s Nuggets

The Perfect Storm: Growth, Hiring & Culture
Need clouds judgment - the gut needs more evidence
Catch and release

How did we solve the problem?

Talking about mission and values
- They don't bring them up in the interview
Mission
- Ask why they want to come to work with us?
- Do they know what we do? Understand what our product/customer is?
- “What do you need in a work environment to feel engaged and excited about coming to work?” - understand the motivation
- How do you feel about a remote work environment?
“Something you are proud of or good at that would not come through on a resume?”
“What would people you worked with in the past say are key things to be successful in working with you?” - red flags
Does this person align with our behaviors that would make them successful
- On Fire - Driven, hungry, enthusiastic and passionate.
- In Touch - Proactive, discerning, intentional, realistic and reflective.
- No Fear - Nimble, adaptable, courageous, and willing.
- All In - Humble, candid, empathetic, appreciative, giving and welcoming.
Adaptable- We do not have a process for x. Would you like to take a stab at writing it? - screen for comfort in the “gray area” - reinforce throughout interviews and final interview.

Rick’s Nuggets

Tell me about a time when you fixed an issue that was… not assigned to you (driven)
Describe a time when you had to pivot to complete a project (adaptable)
- What prompted the pivot?
- How did the change affect the outcome
- Why was this important to you?

Key Takeaways that the Audience can plug into their business today!

Don't compromise on culture. If you do, correct it quickly!
When you hire people you don't want to work with…. Productivity tanks!
If it’s not a slam dunk it should be a “no” - when we try to make it work, we’re compromising on something

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