Jama Hassan

Building Different: Everyone Builds, Everyone Sells

Imagine building a company where EVERYONE in the company BUILDS and EVERYONE in the company SELLS!!

Everyone has unlock to unlimited, uncapped earning potential through robust commission structure on top of their base!! Commission unlock occurring when they hit their build goals.

The Traditional Problem

In most companies, there's a clear divide:

Builders (engineers, designers, product managers) create the product
Sellers (sales, marketing, customer success) sell the product

This division often leads to misalignment, miscommunication, and missed opportunities.

The New Paradigm: Everyone Builds, Everyone Sells

In this revolutionary model:

Engineers don't just code; they also interact with customers and contribute to sales
Salespeople don't just sell; they also contribute to product development and feature prioritization
Designers don't just design; they also help close deals and gather customer insights
Marketers don't just promote; they also contribute to product strategy and feature development

Benefits of This Approach

Better Products: When everyone is involved in sales, they understand customer needs more deeply, leading to more user-centric products.
More Effective Sales: When sellers understand the product intimately, they can communicate its value more effectively and close deals more easily.
Faster Innovation: Direct customer feedback reaches everyone, speeding up the iteration and innovation cycle.
Increased Employee Satisfaction: Employees feel more connected to the company's mission and see the direct impact of their work.
Higher Customer Satisfaction: Customers interact with knowledgeable staff at every touchpoint, improving their experience.
Aligned Incentives: When everyone's compensation is tied to both building and selling, the entire team is motivated to create value.

Implementing This Model

1. Hiring

Look for:

T-shaped skills: Deep expertise in one area, with the ability to contribute across disciplines
Strong communication skills
Adaptability and willingness to learn
Customer-centric mindset

2. Training

Invest in:

Cross-functional training programs
Regular knowledge sharing sessions
Customer interaction workshops for all employees
Technical training for non-technical staff
Sales training for technical staff

3. Compensation Structure

Design a system that:

Provides a base salary for core responsibilities
Offers commissions for sales contributions
Includes bonuses for successful product launches or feature developments
Incorporates equity to align long-term interests

4. Culture and Mindset

Foster a culture that:

Celebrates both building and selling equally
Encourages experimentation and learning from failures
Promotes transparency and open communication
Values customer feedback at all levels

5. Tools and Processes

Implement:

Collaborative platforms that connect building and selling activities
Regular all-hands meetings to share insights from both building and selling
Rotation programs to give employees experience in different roles
Customer feedback loops that reach all employees

Potential Challenges and Solutions

Challenge: Employees may feel overwhelmed trying to excel in both building and selling. Solution: Start with small, manageable cross-functional projects and gradually increase complexity. Provide mentorship and support throughout the transition.
Challenge: Potential loss of deep specialization. Solution: Maintain core expertise while encouraging breadth. Allow for focused "deep work" time alongside collaborative activities.
Challenge: Resistance to change from traditional employees. Solution: Communicate the benefits clearly, provide ample training, and showcase early success stories. Consider piloting the approach with a small team first.

Case Studies

While this exact model is revolutionary, some companies have implemented elements of it successfully:

Atlassian: Uses a "ShipIt" day where everyone in the company works on innovative projects outside their usual role.
Basecamp: Encourages all employees to handle customer support, ensuring everyone understands user needs.
Valve: Employs a flat structure where employees choose projects based on value creation, blurring traditional role boundaries.

Conclusion: The Future of Work

The "Everyone Builds, Everyone Sells" model represents a paradigm shift in how we think about organizational structure and value creation. By breaking down traditional silos and aligning incentives across the entire company, we can create more innovative products, happier customers, and more fulfilled employees.

This approach isn't just about doing more - it's about working smarter and creating an environment where every team member is fully invested in the company's success. It's a bold vision, but for companies willing to embrace this change, the potential for growth and innovation is limitless.

Are you ready to build different?