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Operating by Design

Insights

Writing for people running growing companies

Practical frameworks on operating systems, planning, KPIs, leadership cadence and scaling, written for founders, CEOs and COOs who have to make a decision this quarter.

Latest articles

On the left, arrows converging on a target; on the right, a steady row of equal bars, contrasting objectives with ongoing indicators.
KPIs & Performance7 min read

OKRs vs KPIs: differences, examples and when to use each

KPIs tell you whether the business is healthy; OKRs drive a specific change in a set period. A side-by-side comparison, examples by function and a guide to choosing.

Francisco Campos

On the left, every line runs into a single central point; on the right, a distributed network of connected points, representing less dependency on the founder.
Scaling & Founders7 min read

How to reduce founder dependency as your business scales

Founder dependency is an operating problem before it is a personal one. Four systems take over what the founder does in their head: priorities, decision rights, cadence and KPIs.

Francisco Campos

A matrix where each row has exactly one filled point among empty ones, representing a single clear owner for each responsibility.
Leadership & Cadence8 min read

How to build accountability across leadership teams

Accountability is not about blame. It is about every important outcome having one owner, a visible measure and a fixed moment when the team looks at it together.

Ana Reis

Six bars stepping down across four quarters, linked by dependency lines and milestone markers, representing a roadmap from strategy to execution.
Planning & Execution8 min read

How to turn business strategy into an execution roadmap

Strategy rarely fails on paper. It fails between the decision and the calendar. How to turn a direction into three to five initiatives with owners, dates and a review rhythm that holds.

Francisco Campos

A long timeline with daily marks, weekly points, larger monthly points and quarterly rings, representing a nested management rhythm.
Operating Systems7 min read

How to create an operating cadence for your company

An operating cadence is the rhythm of meetings, reviews and planning that runs the company. How to design the stack from daily to annual for a company of twenty to three hundred people, and make it stick.

Ana Reis

Reading helps. Seeing it applied to your organisation helps more.

The Operating Assessment applies these frameworks to your company's actual situation.

Who you will speak with

Francisco Campos

Francisco Campos

Co-founder · Strategy, Operations & Execution

Helps clarify priorities, structure teams and connect organisation design with business execution.

Ana Reis

Ana Reis

Co-founder · Leadership, People & Change

Designs and implements People systems, from performance and careers to everyday management routines.

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