Building Trust: The Foundation of Successful Partnerships and Company Culture

In today’s fast-paced business world, the importance of trust, company culture, and authentic leadership cannot be overstated. In our latest podcast episode of Future Focused CXOs, we sat down with Jordan Peace, the Co-Founder and CEO of Fringe, a company reshaping the employee benefits landscape by offering flexible lifestyle benefits that provide real value to employees.

Jordan shared invaluable lessons from his entrepreneurial journey, providing insights on how building a strong foundation of trust within teams, fostering a people-first company culture, and remaining authentic as a leader can create a thriving, resilient organization. In this blog, we dive deeper into the key takeaways from our conversation with Jordan and how these principles have played a pivotal role in shaping his leadership style and the success of Fringe.

When it comes to co-founding a business, one of the most critical elements of success is trust. For Jordan and his co-founders at Fringe, trust is the bedrock of their partnership. Having four co-founders, Jordan emphasized how the level of trust between them is comparable to the trust one might have with a spouse or someone who cares for your family. This trust is so strong that it allows them to make tough decisions—like layoffs—without animosity, instead of focusing on understanding and cooperation.

Trust is vital not only within co-founder relationships but also throughout the entire organization. At Fringe, transparent and honest communication is promoted, creating an environment where feedback, both positive and constructive, is encouraged. This culture of trust and mutual respect allows employees to feel secure, collaborate freely, and focus on achieving their shared goals without fear of judgment or failure.

At Fringe, the company’s culture is centered around the belief that employees want flexibility, family time, and the opportunity to thrive. This people-first approach manifests in the form of unlimited paid time off and a remote-first work environment. Jordan understands that people are not simply looking for a paycheck—they want their work life to fit into their personal lives in a meaningful way.

In this kind of culture, the idea is not just to give employees the flexibility they want but to also empower them to make the best decisions for themselves. One of the things that stood out in Jordan's leadership philosophy was his approach to giving feedback. He values honesty and transparency, but rather than indulging in excessive praise, Jordan focuses on providing constructive feedback that promotes self-awareness and growth. This approach, he believes, helps employees become more reflective and grounded in their strengths and areas for improvement.

For Jordan, building a people-first culture is about ensuring that employees feel valued beyond just their work performance. It’s about creating an environment that enables them to grow both personally and professionally, ultimately leading to greater loyalty and job satisfaction.

When it comes to entrepreneurship, Jordan is a firm believer in authenticity. He cautions against mimicking the styles of other well-known entrepreneurs such as Elon Musk or Mark Zuckerberg, instead encouraging aspiring entrepreneurs to embrace their unique backgrounds, experiences, and strengths. For Jordan, the key to building a successful business is staying true to your vision and values.

Through his journey of founding Fringe, Jordan learned that authenticity is essential—not just for the leader, but for the company as a whole. By staying true to its mission of providing real value to employees, Fringe has been able to carve out a niche in the benefits space that resonates deeply with its clients and employees alike.

Jordan’s entrepreneurial journey also reflects the importance of taking risks, especially when you have a bigger vision in mind. He shared his experience of having to walk away from a reliable income to pursue Fringe full-time. The transition wasn’t easy, but Jordan firmly believes it was the right decision—one that has allowed Fringe to thrive.

Another critical piece of advice Jordan shared was about finding the right investors. It’s not just about securing funding; it’s about finding investors who truly understand your business and can bring value beyond just capital. Jordan advocates for entrepreneurs to view the investment process as a two-way interview. Entrepreneurs should be just as selective about their investors as investors are about them.

For Jordan, "dumb money"—capital that comes with no strategic insight or added value—is not enough. Entrepreneurs should look for investors who can provide guidance, open doors, and help navigate challenges. This thoughtful approach to raising funds ensures that business leaders can bring in investors who align with the long-term vision of the company.

Resilience is another key theme that emerged from our conversation with Jordan. He shared that, as a leader, the decisions you make should always prioritize the overall health of the business. Jordan likened the decision-making process to securing your own oxygen mask on an airplane—if the business isn’t healthy, everything else will struggle to thrive.

This mindset has been integral in navigating both successes and setbacks. Jordan explained that, while making tough decisions is never easy, it is crucial for the long-term success of the company. The growth-oriented mindset that guides decisions at Fringe has allowed the company to adapt and persevere through both challenges and opportunities.

Jordan Peace’s insights provide a roadmap for CXOs and entrepreneurs seeking to build strong, sustainable businesses. His emphasis on trust, authenticity, and a people-first culture offers valuable lessons for leaders at all stages of their careers. Whether it’s fostering an environment of open communication, prioritizing employee well-being, or staying true to your entrepreneurial vision, Jordan’s experiences underscore the importance of building a resilient foundation that can weather any storm.

As we look to the future, these lessons are essential for anyone striving to build a business that is not only successful but also meaningful. Jordan’s leadership at Fringe is a reminder that authentic, people-oriented leadership can create a company culture that drives lasting success. For entrepreneurs and business leaders alike, Jordan’s message is clear: Stay true to yourself, prioritize trust, and build a company that values people above all.