We were two business-owners chatting over coffee.
The conversation wasn’t planned. It just wandered, the way good ones do—through hiring headaches, a big win from last quarter, a client we’d both had trouble with at some point. Then, in a quieter moment, he asked me something I didn’t expect:
“How do I know if I have a good company?”
The question in the context did not seem to be about success or profitability. He was just wondering whether he had a company that was good.
So I asked, “What does a good company look like to you?”
He thought for a moment. Then shrugged.
What “Good” Actually Means (and Doesn’t Mean)
As I considered how I would share my thoughts, the word “good” really sat with me for a while. Good is a lot like the word quality: a bit slippery. It’s not a scorecard metric. It’s not listed on your dashboard. There is no universal answer. Each business, and each business owner, will have their own definition of quality, and of what makes their company “good.”
And yet, it’s the word many of us might use, if we were to finally slow down enough to wonder if what we’re building is really working the way it should.
In my mind, a “good” company isn’t one that just performs, it is a business that performs on purpose. It doesn’t rely on hope, heroics, or the owner as a bottleneck. It runs well, because of the people in it, and it returns something meaningful: to clients, to employees, and to the owner.
That day, I shared five dimensions he could use to scan his business and ask, “are things working the way we hoped they would?”
These five dimensions offer a simplified but high-level view of how your business is functioning. They are not a test or a list of checkboxes. They are a tool for reflection. When these dimensions are healthy and connected, the business tends to feel right. When one breaks down, they can point to an area of business where the owner needs to pay attention or take corrective action.
Here’s how I described them:
1. Marketing and Sales
Is your business consistently attracting and keeping the right customers?
- Is there a rhythm to how people find you or does every new customer feel like luck?
- Are the right kinds of clients reaching out, or are you always chasing the wrong ones? Do you know the difference?
- Does your team know how to turn interest into trust… and trust into action?
- When someone asks what you do, is the answer clear and compelling?
A good company doesn’t sell harder. It connects more clearly, and more consistently.
2. Operations
Can your business reliably deliver what it promises and without chaos?
- Do things get done without your direct involvement in every detail?
- Are projects and services predictable or are they always a scramble
- Is your team constantly putting out fires, or do they have the tools and structure to succeed?
- Are clients pleasantly surprised by how smooth things feel, or surprised that things got done at all?
A good company operates well, even when the owner steps out of the room.
3. Finance
Is the business financially designed to last and to reward the people building it?
- Do you understand when money is coming in, where it’s going and why?
- Is the business generating healthy, sustainable margins or are you just hoping for the next big deal?
- Are you paying yourself what you’re worth?
- Can you invest in the future with confidence, or are you stuck in short-term survival mode?
A good company creates the financial breathing room to grow, reward, and endure.
4. People
Do the people in your company feel like they belong and are better for being here?
- Are you attracting people who raise the bar or just filling seats?
- Do employees understand what success looks like in their role?
- Are people thriving, growing, and staying or quietly checking out?
- Is the culture healthy… or just polite?
A good company doesn’t just retain people; it helps them become more of who they want to be.
5. Total Experience
Have you defined what kind of experience you want to deliver and are you delivering it?
- What do you want customers to feel when they receive goods and services from you?
- What do you want employees to say about working in your business?
- Is there consistency in how your brand shows up across touchpoints or is it hit or miss?
- Are you creating an experience that builds loyalty, or just meeting the bare minimum?
A good company is remembered for how it made people feel, not just what it delivered.
You won’t ace every dimension. That’s not the point.
Most owners I talk to aren’t crushing all five of these. Some are strong in a few, struggling in others. That’s normal
But if you can look at these dimensions honestly and start making small choices to improve them, you’ll have a company that isn’t just profitable, but meaningful. Something “good.”
Something you can be proud of. Something that feels like yours.
If the question “Do I have a good company?” has ever crossed your mind, I’d love to hear what it means to you.
Leave a comment. Send me a note. Or let’s grab a coffee.
We’re all trying to build something that lasts. We might as well talk about it.
