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  • Writer's pictureGlyn Heath

Navigating Success: The Crucial Role of a High-Quality Board of Directors and External Advisors

In the dynamic world of tech startups and scale-ups, the pursuit of innovation and growth often requires a blend of entrepreneurial spirit, strategic vision, and sound decision-making. While founders may possess the passion and drive to propel their ventures forward, building a successful company often demands the collective expertise of a high-quality board of directors and external advisors.

The importance of these individuals cannot be overstated; they can be a game-changer. These strategic allies play a pivotal role in steering your company in the right direction, providing a wealth of experience, diverse perspectives, invaluable insights, guidance, and expertise that can propel a company towards success.

Board and Advisors
Board and Advisors

In this blog, we will delve into the fundamental functions of a company board, explore the unique value that external advisors can bring, and provide guidance on how founders can identify and assess the right board members and advisors to unlock their venture's full potential as well as how they can assess the value these individuals bring to the table.

Functions of a Company Board

A company board serves as its governance body, overseeing the strategic direction and overall well-being of the organisation. Its primary responsibilities encompass:

Strategic Decision-Making and Guidance

At its core, a company board is responsible for making strategic decisions that will shape the future of the business. Whether it's charting a course for expansion, pivoting in response to market changes, or navigating a merger or acquisition, the board provides clear direction. Founders should seek board members who possess a deep understanding of the industry and can contribute valuable insights to these crucial decisions.

Governance and Accountability

Boards are instrumental in establishing a framework for governance and ensuring accountability and transparency at all levels of the organisation. This includes setting ethical standards, monitoring compliance, and safeguarding the company's reputation along with protecting the interests of shareholders and stakeholders. Board members should have a keen sense of corporate responsibility and a commitment to upholding the highest ethical standards.

Performance Oversight

The board monitors the company's performance against established metrics, providing feedback and support to the executive team. It ensures that the company is achieving its objectives and delivering value.

Risk Management

In the unpredictable landscape of the tech industry, risk management is paramount. A well-structured board oversees the company's risk management framework, identifying and mitigating potential threats to its financial stability, reputation, and operational integrity. Founders should look for individuals with a track record of navigating challenges and a proactive approach to risk management.

Talent and Succession Planning

The board plays a pivotal role in attracting and retaining top talent. Furthermore, it is responsible for developing succession plans to ensure the continuity of leadership. Board members with experience in talent management and a keen eye for identifying emerging leaders are invaluable assets.

The Remit of a Company Board

Company boards have a range of statutory, legal responsibilities and obligations to the shareholders including:

Fiduciary Duties

Members of a company board are bound by fiduciary duties that require them to act in the best interests of the company and its shareholders. These responsibilities include the duty of care, the duty of loyalty, and the duty of obedience. Founders should select board members who understand and embrace these responsibilities.

Advisory Role

While the board is involved in decision-making, it also serves in an advisory capacity. This dual role allows board members to provide guidance and mentorship to the executive team. Founders should seek advisors who have a proven track record of successful mentorship and a genuine interest in fostering the growth of the company.

Financial Oversight

One of the primary responsibilities of a board is to oversee the financial health of the company. This involves reviewing financial statements, budgets, and financial projections. Board members with a strong financial acumen and the ability to interpret complex financial data can significantly contribute to the company's success.

Evaluation and Improvement

An effective board engages in regular evaluations of its own performance and that of the executive team. This self-assessment helps identify areas for improvement and ensures that the board remains aligned with the company's strategic goals. Founders should look for individuals who are open to constructive feedback and are committed to continuous improvement.

The Value of External Advisors

External advisors can bring a wealth of knowledge, experience, and objectivity to the table, complementing the skills and perspectives of the board and executive team.

Complementary Skills and Experience

External advisors bring a fresh perspective to the table, often possessing skills and experiences that complement those of the internal team. Whether it's expertise in emerging technologies, knowledge of specific markets, or a knack for innovation, advisors can fill gaps and enhance overall capabilities. Advisors with specific functional expertise, such as finance, marketing, or operations, can provide expert guidance on critical aspects of the business.

Industry Insights and Networking

Advisors with a deep understanding of the industry can provide invaluable insights into market trends, competitor landscapes, and emerging opportunities and technologies. Additionally, their extensive networks can open doors to partnerships, collaborations, and potential investors. Founders should seek advisors with an extensive industry network and a reputation for staying ahead of the curve.

Mentorship and Objectivity

Beyond their advisory role, external advisors can serve as mentors to the founder and key executives. Their wealth of experience can provide guidance on leadership challenges, decision-making dilemmas, and navigating complex business environments.

(For guidance on mentoring and coaching, see my blog Mentor or Coach?: A Buyers Guide)

Founders should look for advisors who are not only knowledgeable but bring an independent perspective, free from the day-to-day operations of the company, allowing them to provide objective assessments and challenge the status quo. They should also be committed to the personal and professional development of the leadership team.

Crisis Management

In times of crisis, external advisors can offer a steady hand and objective insights. Whether it's a public relations crisis, a sudden market downturn, or an internal challenge, having seasoned advisors can be the difference between weathering the storm and succumbing to it. Founders should prioritise advisors with a track record of successfully navigating crises and maintaining composure under pressure.

Selecting Board Members and Advisors

Start by identifying the specific skills, experience, and expertise that are most critical to your company's growth and success. Then, assess each candidate against the following qualities and skills criteria:

Alignment with Company Values and Vision

Board members and advisors should align with the core values, culture and long-term vision of the company. This alignment ensures a shared commitment to the company's mission and enhances cohesion within the leadership team. Compatibility with the existing team is essential for a productive and harmonious board. Look for individuals with a demonstrable ability to think strategically and provide insights into long-term growth opportunities.

Diversity of Thought

A diverse board brings a variety of perspectives and approaches to problem-solving. Founders should prioritise diversity in terms of background, industry experience, and skill sets to foster creativity and robust decision-making. Diversity fosters innovation and brings fresh ideas to the table.

Proven Track Record

Board members and advisors should have referenceable past accomplishments, reputation, and a track record of success in their respective fields. This includes demonstrated leadership, strategic thinking, and the ability to drive positive outcomes. Founders should conduct thorough due diligence to complete this assessment of potential candidates.

Strong Communication Skills

Effective communication is essential for a cohesive board and advisory relationship. Board members and advisors should possess strong communication skills, including the ability to articulate complex ideas, provide constructive feedback, and engage in open and transparent dialogue.

Commitment and Availability

Commitment to the role and availability for meetings, strategic planning sessions, and emergencies are crucial factors. Founders should select individuals who are willing to invest time and effort into the success of the company and are responsive to the needs of the leadership team.

Assessing the Value of Board Members and Advisors

While a rigorous selection process for board members and advisors is imperative it is equally important to ensure that each individual, and the team as a unit, is continuing to create value in your business on an on-going basis. Here are some methods of assessing this:

Key Performance Indicators (KPIs)

Establishing clear KPIs for both the board and advisors provides a tangible way to measure their impact. These indicators may include financial metrics, market share growth, successful product launches, or improvements in operational efficiency. Regularly reviewing KPIs ensures that the contributions of board members and advisors are aligned with the company's strategic goals.

(For guidance on setting meaningful KPIs, see my blog Key Performance Indicators: Track Your Progress And Achieve Your Goals)

Feedback Mechanisms

Implementing a feedback mechanism allows founders and other key stakeholders to provide input on the performance of board members and advisors. Conduct periodic evaluations and assessments to gauge the value and impact of the board and advisors.This can include formalised feedback sessions, anonymous surveys, or one-on-one discussions. Constructive feedback fosters a culture of continuous improvement.

Impact on Decision-Making

Observing the impact of board members and advisors on decision-making processes provides valuable insights into their effectiveness. Are they contributing unique perspectives? Are their recommendations leading to positive outcomes? Analysing the decision-making dynamics helps founders assess the value brought to the table.

Network Utilisation

For external advisors, the utilisation of their network for the benefit of the company is a tangible measure of their value. Track the number and quality of introductions, partnerships, and opportunities that result from the advisor's connections. This demonstrates their ability to leverage their network for the company's growth.

Open Communication Channels

Open and transparent communication between the board, advisors, and the management team is essential to cohesiveness and so it’s vital to monitor this. Encourage active participation and dialogue to leverage the collective wisdom and experience and to ensure consistent alignment.

Adapt and Evolve

The specific needs of a growing business as it evolves change over time and what is ideal today might not be optimal in the future. Periodically reassess what you require of your board and advisors to ensure that they continue to align with the company's changing goals and challenges.


Creating a high-quality board and advisory team requires a thoughtful and strategic approach. Here’s a handy checklist to help navigate this critical process:

Identify Needs and Gaps

Clearly define the company's needs and areas where external expertise is required.

Conduct Thorough Research

Research and identify potential candidates with the desired skills, experience, and network.

Engage in Open Communication

Clearly outline the role, responsibilities, and expectations with potential candidates.

Evaluate and Assess Candidates

Carefully evaluate each candidate: conduct interviews, check references and qualifications, and seek input from trusted sources to ensure credibility and integrity.

Establish Clear Terms of Engagement

Clearly define the terms of engagement, including compensation, meeting schedules, and conflict of interest policies.

Foster Ongoing Collaboration

Encourage regular communication and collaboration between the board, advisors, and executive team.

Review and Evaluate Performance

Regularly review and evaluate the performance of board members and advisors to ensure they are meeting expectations and adding value to your business.

As a founder navigating the complex landscape of entrepreneurship, the support and guidance of a well-chosen board and advisors can be the catalyst for achieving milestones, overcoming challenges, and ultimately, realising the full potential of your venture.

By understanding the functions and remit of a company board, recognising the value of external advisors, and employing a diligent selection process, you can assemble a dynamic team that brings immense value and resilience to your business.

The careful selection and assessment of external advisors can provide a competitive edge by bringing in diverse perspectives, industry insights, and valuable networks. Their strategic guidance, complementary skills, and objective insights can be instrumental in shaping the success trajectory of your tech startup or scale-up. 

Embrace this opportunity to harness the collective expertise and experience of these individuals, and watch your company thrive and grow.

Image attribution: Free Stock photos by Vecteezy 

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