Stage 2 of the Unavoidable Stages of Development is where founders stop doing everything themselves—and start planning and structuring to make growth possible.
In Stage 1, the business comes to life. In Stage 2, it begins to take shape.
This is the stage where companies either install the structure and discipline to grow—or stay stuck in a cycle of over-reliance on the founder. In The 90 Way, Stage 2 is all about laying the groundwork for repeatable, team-driven execution by clarifying roles, rhythms, and responsibilities.
It’s where you stop improvising and start leading intentionally. This means defining seats, setting goals, tracking KPIs, and building team accountability systems. You begin to move from “figure it out” to “this is how we do it.”
Companies that master Stage 2 don’t just grow faster—they grow with less chaos, more clarity, and greater consistency.
Overview
Companies that don’t successfully navigate Stage 2 often struggle with:
Founder burnout, as too many decisions and tasks still flow through one person
Lack of role clarity, leading to gaps and overlaps
Inconsistent performance, without KPIs or process accountability
Misaligned teams, with no clear weekly or quarterly rhythm
Poor decision-making, due to missing or ignored data
Early signs of cultural erosion, as clarity and connection begin to fade
The 90 Way provides the tools to:
Build a leadership team that can share ownership
Establish early structure (Org Chart, Seats, Scorecards)
