Transformational Leadership: A Startup Issue
In this article, I will share a transformative leadership toolkit, tips and lessons that you can start using today to transform the way you lead.
I love startups. I worked in startups for quite a few years. I also worked with startup founders as mentor for founders or as Customer Experience Consultant. There’s something about the startup energy, the adrenaline that I can never let go of.
But here’s a hard truth: 65% of startups fail because of leadership issues. As Richard Branson famously said, “Train people well enough so they can leave, treat them well enough so they don’t want to.” I believe that at the core of every thriving startup is a leader who genuinely values the people making their ideas a reality. Studies show that companies with strong, transformational leaders are 4.6 times more likely to succeed - and that difference can be a total game changer.
The Canva Playbook: Melanie Perkins
Now, you might be wondering, “What does a transformational leader look like?” Let’s take Melanie Perkins, co-founder of Canva. Today, Canva is a multibillion-dollar company, and I’ve learned that Perkins’s leadership style was crucial in bringing her vision to life. She embodies four key pillars:
Visionary LeadershipShe painted a compelling picture of a world where anyone could design. That vision lit a spark within her team.
Intellectual StimulationBy challenging the status quo and encouraging bold thinking, Perkins fostered an environment ripe for innovation.
Inspirational MotivationHer passion was contagious. In my experience, when a leader’s enthusiasm is genuine, people can’t help but feel motivated.
Individualized ConsiderationShe recognized and developed the unique strengths of each team member, ensuring everyone felt valued and equipped to contribute.
My biggest learning after working with startup founders and leaders is that the most transformative leaders get this right:
Make people feel like they are working with you, not for you.
The Transformational Leadership Toolkit
Picture a pyramid with three layers:
At the base, the foundation that keeps everything stable.
In the middle, it’s driven by trust and open communication.
At the top, powered by a unified vision and creative freedom.
Transformational leadership is the invisible force that binds these layers together, ensuring the team can keep building upward.
To create that invisible layer, here’s five things you should do consistently:
1. Communicate Your Vision - Daily. Make your vision the driving force of everything you do. As Simon Sinek says, “People don’t buy what you do; they buy why you do it.” A simple one-liner on a sticky note or a short reminder at team meetings can keep everyone aligned with that bigger purpose.
2. Develop Individual Growth Plans. I believe that people need to see how they can evolve in their roles. Sit down with each team member to define personal development goals and potential career paths. In my experience, this extra attention boosts morale and loyalty.
3. Embrace Feedback - Even When It Stings. Create open feedback loops through weekly one-on-ones. Tip here: if people never share any feedback with you, you’re the problem. Have the courage to approach them, under why they don’t feel safe to share feedback with you and even send an anonymous survey. Then, model the behavior you want to see: share your own lessons learned and how you plan to improve.
4. Protect Against Burnout. Encourage mandatory time off and set realistic work-hour boundaries. I’ve learned that burnout not only hurts individuals but can also derail the entire team’s momentum. Show your people you care about their well-being, and they’ll be more energized and engaged. Tip: when you show people you care & look after them, they will also learn to do the same for themselves and each other. That’s how healthy, engaged and productive teams work.
5. Celebrate Failures as Learning Opportunities. It’s okay to make mistakes. I wrote about this in this article about the paradox of failure. Emphasize accountability and growth, rather than blame. In my experience, teams that feel safe experimenting (and failing) are far more creative and resilient.
A Quick Leadership Gut Check
I speak to many startup founders and leaders. And they ask me this: “Ok, Benonica - I get the theory but what else can I do?” Here’s one simple thing you can do, to increase your self awareness of your own leadership opportunities:
Ask yourself these 3 questions regularly:
Am I inspiring my team, or just handing out tasks?
Do my team members feel safe to take risks?
Am I creating new leaders, or just managing people?
Self-reflection isn’t always easy, but it’s essential if you want to be an effective leader. Personally, for years I have a calendar block each Friday afternoon to reflect on how I led that week, how I handled conflicts, celebrated wins, and recognized contributions. It keeps me grounded, honest, and always improving. And at the end of the year, reading through my notes feels like reading my own leadership roadmap book: feels good to see how I improved, transformed, and feeds my ambition to keep growing.
My Point
I believe that becoming a transformational leader isn’t about having a superhero’s charisma as many people think; it’s about choosing to nurture an environment where everyone can thrive. That small habit changed everything. Brené Brown once said, “Vulnerability is the birthplace of innovation, creativity, and change.” I believe that leaders who acknowledge their blind spots inspire others to do the same and that’s where real growth happens.
Your startup’s success depends on more than just a groundbreaking idea - it depends on how you lead. So take a moment to reflect, share your vision, and care for your people. In my experience, when you step into that role wholeheartedly, you’ll see your startup evolve into something truly remarkable.
Want to Go Deeper? Check out these books:
Give and Take by Adam Grant
Start With Why by Simon Sinek
Dare to Lead by Brené Brown
About Me
Hi, I’m Benonica Angelova. With 16 years as a CX Leader, People Manager, and Coach, I created this Substack to empower people to transform their careers and their relationship with work, colleagues, and themselves. I mentor startup leaders & founders, and I write about leadership, coaching, startups, and the role of AI in shaping our world. If you’re looking for a mentor, let’s talk.