We met with Adam Cathcart, Managing Director, to discuss the benefits of ICT Partners taking a start-up approach within their organisation.
What do you think will be the key traits of a next generation ICT provider?
The ‘born in the cloud’ generation aren’t weighed down with the legacy of old technology. They present themselves as a holistic supplier of communications solutions, with the customers’ needs taking prominence over the product. Without the historical barriers between IT and telephony, fresh players can present their offering in a way that resonates with today’s market.
Characteristics of the next generation tell us tomorrow’s buyers will be mobile, thrift, serious and shrewd – these traits apply to tomorrow’s business leaders too. It’s vital that ICT providers adapt their sales and marketing approach in line with what customers want. From your perception of your customers’ needs to the solutions you offer, where you choose to present your brand and how you write your messaging, it all needs to resonate otherwise buyers will switch off. Successful ‘next gen’ brands will be fixated by their consumer and won’t be too proud to adapt their approach.
How do you define a start-up culture and do you agree that a start-up mentality is key to success?
Culture is all about people – it’s an energy that can be felt with every interaction with your team, whether that’s with customers or with one another. Those with a start-up mentality thrive off pace, they are purpose driven problem solvers who value diversity, honest communication and freedom.
Cookie cutter culture rarely works. A superficial approach will be ineffective or worse still, counterproductive. You simply can’t fake it – shoehorning a start up culture into an organisation will backfire, it needs to be developed and nurtured by real people.
Any organisation that wants to make a difference can benefit from a start-up mentality. Start-ups tend to be incredibly driven, with a laser sharp focus. The pace of work is fast and the team is often headed up by an inspiring leader, who is clear on their mission and purpose. They are unburdened by legacy and operate with a flat structure and zero bureaucracy. How many business leaders can look into their own organisation and recognise this way of working?
What do you think are the three most important aspects of a good start-up culture for comms channel companies and why?
Be crystal clear on your purpose and communicate this with your teams, often. By having a focussed goal, you can align your approach as a team and achieve better results more quickly.
Appreciate the power of culture. A positive company culture can’t be achieved through the odd ‘beer Friday’, perks and staff surveys. Cultivating an authentic culture relies on people, with every individual playing their role. By being clear on your purpose, and by giving your teams the freedom to shape a culture which aligns with that purpose, you’ll cultivate something unique and powerful.
Create an environment that values creative problem solving. Inspire your teams to contribute their all and acknowledge and reward their contribution.
What do you think are the biggest challenges in creating and modelling a start-up culture in an established company? And how can they be overcome?
Legacy thinking and reluctance to embrace fresh ideas. The ICT industry doesn’t stand still, nor does user behaviour. The profile of buyers will constantly evolve as new generations with different characteristics replace those that came before them. Brilliant business leaders will embrace this – they will coach and equip their teams to truly understand today’s market and maximise the opportunity.
Do you consider your business to be start-up minded? If so how have you developed this culture – if not, do you plan to, and how will you go about it?
9 Group was first established in 2001 and became part of the Onecom Group, the UK’s leading business telecoms and cloud communications provider, in 2021. We’re a large and established organisation, but recognise the value in a start-up mentality, as it’s in our roots.
We are clear on our purpose as an organisation and we communicate openly and clearly with our teams and our Partners. We’re known for our unique culture, which is tangible within the organisation and throughout our interactions with Partners. There’s a real sense of collaboration within our teams, which makes for a fast paced environment where we’re equipped to make real change every day.