1. Performance alone is not enough – culture decides.
Many founders initially focus almost exclusively on performance. For scale-up coaches... Nico Reis Is that too short-sighted, as he says in our videocast? Pitch & People explained. What matters is not only how well someone performs, but also how well that person fits into the company culture.
Pitch & People Episodes
PITCH & PEOPLE Episode 20: Scale-Up Coach Nico Reis
Reis works with a simple yet effective model: people can be categorized based on performance and cultural fit. A-players possess both, and companies should specifically target and develop these individuals. However, so-called C-players are particularly dangerous: technically strong but culturally challenging. They create friction and conflict, and often hire people who think similarly to themselves – with long-term consequences for the entire company.
Your startup tip:
Hire for culture, train for skill. Skills can be learned. Attitude and values hardly ever.
2. Core Values are not wall decorations, but rules of the game.
“Core values” are buzzwords for many startups. For Nico Reis, they are the opposite: an operational management tool. The crucial point is not to formulate values abstractly, but to translate them into concrete behavior.
His approach: Companies shouldn't democratically vote on their values, but rather define them from the DNA of the founding or leadership team. Then, they establish what "cool" and "uncool" behavior specifically means. This should be documented in writing, binding, and transparent. This creates a shared framework for decision-making, feedback, and leadership.
Culture does not arise from feel-good slogans, but from consistently leading by example and clearly naming good and bad behavior.
Your startup tip:
Culture is a matter for the boss. If you don't actively shape it, it will still emerge. Just not in the way you want.
3. These are tasks a CEO must not delegate.
What exactly is the job of a CEO? Nico Reis identifies four tasks that founders should never completely delegate:
First: define the company culture. Second: define a clear vision, a goal that provides direction and motivation. Third: decide on the budget. That is, what money will be spent on and what it won't. And fourth: build and develop the leadership team.
The management team is the biggest lever for a company's long-term success. Those who make the wrong appointments or shy away from conflict will pay a high price later.
Your startup tip:
You can delegate many things. But not culture, vision, budget, and your leadership team.
4. Revenue isn't everything
Growth is often seen as a mark of success in the startup world. However, Nico Reis warns against glorifying revenue figures. What matters is not how much a startup sells, but how long it remains liquid.
A company can generate millions in revenue – and still fail if costs and payment terms aren't properly managed. For Reis, cash flow is the very lifeblood of a startup. Founders should therefore carefully examine their commitments, how quickly invoices are paid, and where cash flows can be optimized.
He also advocates for honesty regarding one's own salary: Anyone who keeps their business model alive solely through self-exploitation will not build a viable company, and certainly not a sellable one.
Your startup tip:
Don't just optimize for growth, but also for liquidity. Without cash, every startup quickly becomes "game over".
Nico Reis He is an entrepreneur, investor, and senior coach at Scale Up. In 2009, he founded his own startup, built the company with external capital, led it to profitability, and successfully sold it after twelve years. Today, he supports founders and leadership teams in building scalable organizations with a clear focus on culture, leadership, and sustainable growth. He brings his own practical experience in entrepreneurship, coaching, and teamwork to bear on his work.
Sources
- Munich Startup Interview February 5th, 2026
- Scale Up Nicolas Reis: https://www.scaleup.de/about/nicolas-reis/
