Start With Your Values: Establish Your “Why” From the Very Beginning

Heather Johnson’s story is an unconventional one.

Starting as someone deeply invested in the nonprofit world, she unexpectedly found herself in the world of IT managed service providers (MSPs) after meeting and eventually partnering with an MSP CEO. As Heather puts it, “I was working at Hartford International University, organizing events at the White House for peacebuilding, and really enjoying the nonprofit side of things.”

The shift to building a software company with a consulting arm seemed drastic, but it was the shared values of helping others that truly resonated with Heather and motivated her to take the leap.

This alignment of values was integral to Gozynta’s inception.

Heather’s partner knew her passion for issues like sustainability and diversity, and encouraged her to bring that passion to their new company. “We were already thinking about our carbon neutrality at three people,” she shares. Even in the early days, with only a handful of employees, Gozynta focused on having a positive impact on the world.

The lesson here is clear: if you want a strong company culture, it must start with clearly defined values. Not superficial values to put on a website, but true, actionable principles that guide every decision the company makes.

Ready to hear Heather’s story?  Heather joined Carrie Richardson on the WIN Podcast this week to talk about how she co-founded Gozynta, intentionally focusing on culture first.  You can listen on any major podcast platform or on the MSP podcast site Your IT Podcasts.

For convenience, we’ve embedded Heather’s episode right here:

Embrace Authenticity: Build Trust Through Vulnerability and Storytelling

From the outset, Heather understood the power of relationships in business.

In Gozynta’s earliest days, she herself provided support to customers. With only two developers and Heather managing everything else, customers got direct interaction with the founder of the company. This personal touch was crucial. “I got to talk to MSPs all the time that had issues with their software, but we also talked about other business things, like their challenges and strategies,” Heather explained.

Gozynta differentiated itself by genuinely caring for its customers, not just solving their software issues but also getting involved in their overall business needs. “People really do care. It’s not just about the product; it’s about the story at that time. They need to trust you,” Heather said.

For Gozynta, storytelling and authenticity have been key components of their business strategy, building a reputation as a company that values its clients as more than just customers.

Heather makes a powerful point about the role of vulnerability in business—letting people see the real humans behind the company builds trust. It’s not about being polished all the time, but about being genuine. This approach to authenticity isn’t just for small startups; even larger businesses can benefit from maintaining a human connection with their customers.

Create Non-Negotiables: The “No A**hole Rule” and Hiring for Culture

One of the most impactful decisions Gozynta made was implementing what Heather called “the no a**hole rule.” Simply put, no matter how skilled a person might be, if they don’t align with Gozynta’s culture, they’re not a good fit. “We’ve had to let people go that have not been in the culture. We just can’t afford it, no matter how good you are,” Heather noted.

Company culture best practices mean prioritizing long-term well-being over short-term gains.

Culture must be actively protected, even if it means difficult choices like letting talented individuals go. Heather admitted that adhering to the company’s cultural values sometimes slowed development progress, but it ensured a work environment that aligned with Gozynta’s founding principles.

Define Leadership Roles Clearly: Visionaries vs. Integrators

In many founder-led companies, there’s a risk of conflict if leadership roles aren’t clearly delineated. Heather described how she and her partner balanced their responsibilities at Gozynta describing her own role as the “implementer,” while her partner was more of the visionary. This clear distinction of roles allowed them to work effectively without stepping on each other’s toes.

This approach demonstrates an important aspect of company culture: strong leadership that knows how to balance responsibilities. By establishing clear roles, Gozynta ensured effective growth while maintaining cultural integrity.

Prioritize Mental Health: Sustaining Your Culture Through Well-Being

Entrepreneurship often comes with stress, and Heather was candid about her own struggles. “You have to protect your mental health from the beginning,” she advised. Reflecting on her journey, Heather shared how she had neglected her well-being until it culminated in a panic attack. This experience deeply influenced how Gozynta approached mental health in its culture.

Building in time for self-care, whether through scheduled breaks or hobbies outside of work, is vital to sustaining both personal health and the company’s well-being. Gozynta’s Eureka consulting program reflects this belief, emphasizing employee well-being in business as part of their culture.

Mergers, Acquisitions, and Keeping Culture Intact

As Gozynta grew, they acquired Eureka Process, a consulting firm that helped them scale their operations. Mergers and acquisitions often come with challenges, especially when it comes to blending different company cultures. However, Heather explained that their transition was smooth because they had already aligned with Eureka’s culture long before the acquisition.

“It really was like a small world moment,” Heather recalls. By making sure cultures were aligned before the acquisition, Gozynta was able to maintain its core values, making the merger a positive experience for both teams.

Culture Is a Long-Term Investment

Building a strong company culture doesn’t happen overnight. It requires deliberate action, starting from day one, and a willingness to make the tough decisions that protect the core values of the business.

Heather Johnson and Gozynta have demonstrated that it’s possible to grow a successful company while staying true to values like sustainability, authenticity, and empathy. By building your culture intentionally and authentically, you set the foundation for a company that doesn’t just survive—but thrives.