Accelerating your organization’s growth (and your leadership!) with Christina Ross

How we work is evolving, and so have the qualities that define successful leaders. This week, I’m sharing wisdom from Christina Ross, the trailblazing Founder and CEO of Cube. I met Christina at a networking event, and was struck by her approach to growing her company, her outlook on leadership and vision for the future of her organization. She’s an inspiring figure for leaders looking to scale their own businesses (and also fun to hang out with!) When I thought about people I’d like to interview for my newsletter, Christina was on the top of the list. Reflecting on Cube’s remarkable journey from its inception just six years ago to a high-growth company boasting 400% ARR growth in the past year, Christina shares invaluable insights into her own evolution as a leader and offers guidance to accelerate the expansion of your organization.

If you want to be a leader who gets the job done, you need these three traits   

At the core of Christina’s leadership philosophy lies the power of vision, focus, and effective communication. Successful leaders must possess a clear and compelling vision that can be communicated with unwavering consistency.

This vision is “repeated as often as possible, so the team always has a north star,” allowing them to navigate through uncertainties with purpose and determination. Christina emphasizes the importance of reinforcing the overarching mission, arguing that most great leaders are “Chief Repeater Officers.”

While a visionary outlook is crucial, it is the ability to translate that vision into quantifiable goals and metrics that truly propels a company forward. Christina stresses that leaders must also master the language of business: numbers (can you tell that she was formerly a 3x CFO?). Teams need to understand how to measure their contribution against the vision to execute effectively, and leaders need to be fluent in “both the big picture and the nitty-gritty.” This empowers their teams to bridge the gap between aspiration and execution.

Focus is the adhesive that binds these attributes together. Christina asserts that less is often more when it comes to leadership. Don’t over-complicate things. “Setting clear priorities and knowing what to put on their ‘do-not-do’ lists separates the busy leaders from the leaders who actually get stuff done.”

Ask yourself: If you asked your team members what their 3-5 “must-win” priorities were over the next 3–6 months, what would they say?  How would it impact your organization? 

As your organization changes, so does your leadership

Christina’s leadership progress mirrors the rapid evolution of Cube. Adaptability is essential, particularly during periods of rapid change and expansion. In the early days, Christina focused on flexible goal-setting and celebrating mini-milestones. That worked when it was just her and her co-founder, but that couldn’t continue forever.  “As we grew into the company we are today—100+ strong and a few fundraising rounds under our belt—things have become more complex.” With a shift in bandwidth and the natural evolution of growing a company, her focus needed to shift to creating more of a guiding mission. Christina worked to cultivate a high-performing executive team, entrusting them to roll out that mission into digestible goals for the broader workers. Her current approach encapsulates the essence of empowering others to take ownership of the “how” while she steers the ship with a steadfast “what.”

Transformation naturally creates uncertainty. To ease fear and doubt, Christina emphasizes the importance of a mission-driven approach. At Cube, their mission – to help companies hit their numbers – is reiterated from day one. It serves as a compass, guiding decisions and actions even in the face of adversity. Cube’s people understand that effectively serving this mission will often require, acknowledging the unknown, and pivoting swiftly when circumstances demand.

Ask yourself: How comfortable is your team with change? What could your team accomplish if you lean into uncertainty as if it was a competitive advantage? 

Don’t break new ground without a blueprint  

For leaders seeking to speed up the growth of their organizations, Christina emphasizes that success necessitates a solid groundwork before acceleration. “If you try to grow artificially quickly, you’ll burn time, resources, and connections. If you’re slow to lean into an opportunity, you could miss your chance to soar.” Strategic planning acts as the compass that ensures an organization reaches its intended destination in a timely and sustainable manner. “It’s no secret that strong, proper planning will get you where you need to be, when you need to be there.” As the founder of a financial planning and analysis technology company, no doubt Christina is practicing what she preaches! 

Ask yourself: Are you in the position to capitalize on near-term opportunities as they present themselves?  How confident are you that your business has a strong foundation that will scale? 

As you help navigate your organization through expansion and evolution, take a (digital!) page from Christina, who says she had to “get used to rolling with punches, being flexible, and re-prioritizing constantly.” By staying focused on a clear vision, cultivating the skills to meet the moment, and thoughtful planning, leaders will be better equipped to direct their organizations towards success.