Investors and founders often ask me what I believe to be the most important factor in a company’s success. My answer has always been the same: The leadership team. While other elements, such as macroeconomic conditions, industry dynamics, and technological innovations are important, none are as crucial as the people steering the ship.
At SureSwift Capital, we’re fortunate to have leaders like James DeGreef, John Austin, and Julien Francois, who have shaped our ethical foundation, fostered a collaborative culture, and driven operational excellence. In this article, I’ll delve into the importance of ethics to the success of a company, SureSwift’s approach to ethics and leadership, and how our leadership team has been instrumental in positioning our stakeholders for success.
Ethics is foundational and starts at the top
Ethics is indispensable for any company that wants to endure the test of time—and the fundamental values of the leadership team are critical to shaping an organization’s approach to ethics. Integration of ethics from the top down creates a ripple effect felt throughout the entire organization
In his 1994 inauguration speech, Nelson Mandela recited a now famous quote from author Marianne Williamson: “Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure.” Every leadership team has that power—not just to create a successful business, but to truly set the tone for the company and its people.
Williamson’s quote goes on to say that “as we let our own light shine, we unconsciously give other people permission to do the same,” – and I couldn’t agree more. Every action taken by a leader, no matter how small, can trigger a chain reaction that affects the entire company. When a company’s C-Suite consistently makes ethical decisions for investors, employees, and all stakeholders, it inspires its people to do the same. Even something as simple as how an executive treats their immediate reports can influence how those individuals treat their own teams.
Our CFO, Julien Francois, says it well: “The tone set by leadership is the cornerstone to fostering ethical behaviour throughout the company. It establishes the standard for the entire company, influencing every decision and action taken by its employees.”
It’s not easy, though. There will be questionable situations presented to every leader at some point in their career, but an ethical leader knows that an unethical choice, which might seem like the “easier” road now, often never is in the long run. While it’s important for the entire leadership team to work to hold each other accountable, in the end, being ethical is a choice that comes from within. Your people will know if you are truly embodying your ethical values or merely paying lip service.
“People are smart and can easily tell if you’re walking the talk,” says James DeGreef, the CEO of SureSwift. “What makes me most proud is making ethical decisions even when no one is watching—and knowing inwardly that it’s the right thing to do. Over time, you will be known as being ethical or not, and I believe that being ethical will draw like-minded people, better opportunities, and capital to help you succeed.”
How do you spot this kind of ethical leader? Look for someone who genuinely cares about others, strives to make the right decisions, and is dedicated to their ethical convictions. It’s apparent even in their small actions—gestures, kindness, tone of voice, level of patience—which reveal the true nature of their character, even in moments of uncertainty or pressure.
“Part of the responsibility of leadership is an unwavering commitment to consistent and fair judgement under significant pressure,” says John Austin, SureSwift’s COO. “Whether a leader has integrity or not will become clear when times get tough.”
Unfortunately, these traits aren’t found in everyone. One thing I’ve learned throughout my career leading multiple companies is that you can teach skills, but you can’t teach someone to truly embody ethics. Finding people who “walk the talk,” like SureSwift’s leadership team, is rare. I’ve always felt fortunate that James, John, and Julien not only possess exceptional skills and experience in business but also choose to take the road less travelled—guiding SureSwift through tough situations while being committed to consistently making ethical decisions no matter the circumstances.
At SureSwift, we practice what we preach
That is, we walk the talk. Ethics is woven into our core values and business practices from the top down, permeating every aspect of the organization. Our leadership team also regularly talks about ethics and how it should inform every decision we make. Why? Because ethical leadership is not only the right thing to do, it just makes good business sense.
Leadership is never easy, but finding the right people to share the ups and downs with you is often the deciding factor in success. As Chair of SureSwift, I’ve been fortunate to bring together an exceptional leadership team comprised of great business operators who uphold strong values.
Anyone who has worked with James, John, and Julien will recognize their drive to tackle challenges by leading by example while humbly acknowledging their strengths and weaknesses. Their humility has been one of the driving forces behind SureSwift’s ability to build a diverse team with unique skills and experiences, adding value to all our stakeholders.
Our leadership team has been diligent in ensuring that every person we hire shares our values, as we understand the significant impact each employee has on the entire company. While no one can make perfect decisions all the time, having a group of like-minded, ethical, and capable people around us has allowed SureSwift to weather many storms and grow sustainably.
James, our CEO, aptly put it: “Open communication, accountability, integrity, humility, wisdom, and stewardship are essential for effective leadership. However, every team and situation is different, and a simple list of attributes doesn’t fully reflect the complex, multifaceted, and challenging nature of leadership decision-making.
“Leadership is truly a blend of art and science that involves learning through experience combined with an innate drive to lead.”
We know what investors and founders are looking for
At SureSwift Capital, we understand that true leadership is about more than just making decisions—it’s about setting an example that resonates throughout every level of our organization. Our leadership team embodies this ethos by consistently prioritizing ethics and integrity in all their actions.
As investors and founders ourselves, we know firsthand what it takes to build lasting success. We are committed to being reliable stewards for our investors’ capital while honouring the legacies of founders who entrust us with their businesses.
James, John, Julien, and I have walked this path, and we understand what matters most to parties on both sides of the equation. That’s why we strongly emphasize ethics and leadership—they’re at the heart of every successful investment and business. This dual perspective allows us to create win-win outcomes for everyone involved—or as our CFO Julien Francois says, a “win-together” mindset.
James DeGreef, our CEO, captures this sentiment perfectly: “We’ve walked in your shoes as both founders and investors. With scars to prove it, we know what it takes to succeed—and we’re committed to achieving success together through integrity and accountability.”
Building a Legacy of Integrity and Success
Our mission at SureSwift has always been clear: deliver strong results grounded in ethical practices while fostering operational excellence. By treating our employees well and adding value for all partners, we’ve turned these goals into reality.
It’s been an honour working alongside such an exemplary team dedicated not only towards business growth but also towards building a better future rooted firmly on principles that matter most—ethics and leadership. Together with like-minded individuals who share these values; there’s no limit how much more can be achieved.
Sometimes the simplest explanation is the best. I’ll leave you with a quote from our COO John Austin: “At the heart of it, we’re good people working to do good business, which is apparent through all our interactions with investors, entrepreneurs, and employees.”
