People get a lot of things wrong about startups—even the people who lead them. There’s a lot of advice out there about how to run a startup and much of it is good. But a lot of the conventional ideas about what a startup should do and how it should operate are approaching their expiration date. While there’s no universal formula for building a sustainable, scalable business that can grow and adapt as the market shifts, there are ways to approach your startup from the very beginning that can dramatically change your reach and impact.

Rippling CEO Parker Conrad understands the value of breaking from tradition, and he’s witnessed the benefits firsthand. By applying different principles to Rippling from Day One, Parker earned a perspective that he now shares with other startup leaders. He shared these ideas at the Startup Grind Global Conference 2021 and we’re expanding his advice here to give you even more insight into building a successful startup.