If you’ve ever felt like you’re trying to build a team or culture that’s constantly letting you down—or if you’re a founder stuck hiring people who "look good on paper" but crumble under pressure—this episode is for you.
In this episode of The Ugly Phase, I sit down with Nader Safinya, founder of Blackribbit and expert in employer and customer brand alignment, to unpack one of the hardest truths about building a startup: not everyone is built for this. And when you bring in the wrong people—or build the wrong culture—you’ll feel it everywhere.
We go deep into the invisible breakdown between marketing and culture, and why so many founders are fighting burnout not from doing too much—but from being surrounded by the wrong energy.
What we cover in this episode:
How to hire for reliability, not just skill—especially when you're scaling fast
Why values alignment is more powerful than a polished resume
The myth of hustle compatibility: who actually thrives in startups, and who never will
Why burnout culture is often disguised as “culture fit”
How to lead high-autonomy teams without micromanaging or burning out
The difference between true experimentation and scattered chaos
The one interview question that reveals more than any CV ever could
Why you can’t think outside the box unless you create the box
💡 Power Quotes from Nader:
“You can’t scale a company when your people aren’t built for the ride.”
“If you want true innovation, you have to create space for failure—and be clear on the box you’re breaking.”
“The best employer brands answer two questions: why would someone buy from you—and why would someone want to work for you?”
📝 Listener Homework: Forget your resume. Ask yourself this instead: What values are non-negotiable for you in any relationship—professional or personal? Then ask your team the same. The answers might reveal why things feel stuck.
This episode is for founders, leaders, and startup operators who are scaling something they believe in—but struggling to get the right people, structure, and culture to catch up.
🎧 Listen now and rethink how you hire, lead, and build your company’s soul from the inside out.
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Where to Find Nader:Instagram: @blackribbit
LinkedIn: https://www.linkedin.com/in/nadersafinya/
Follow me on IG @olyagrovelofficial
LinkedIn: https://www.linkedin.com/in/olya-grovel-ryabinina/
Youtube: https://www.youtube.com/@BusinessSavages
Website: https://olyagrovel.com/