Laurence Ruiz of Orbiss On Five Things You Need To Create A Highly Successful Startup

An Interview With Doug Noll

Acknowledging the indispensable role of your team and their contributions to the company’s achievements fosters a culture of appreciation and collaboration.

Startups have such a glamorous reputation. Companies like Facebook, Instagram, YouTube, Uber, and Airbnb once started as scrappy startups with huge dreams and huge obstacles. Yet we of course know that most startups don’t end up as success stories. What does a founder or a founding team need to know to create a highly successful startup? In this series, called “Five Things You Need To Create A Highly Successful Startup” we are talking to experienced and successful founders and business leaders who can share stories from their experiences about what it takes to create a highly successful startup. As a part of this series, we had the pleasure of interviewing Laurence Ruiz, Orbiss.

Laurence Ruiz is a Co-Founder of Orbiss, an advisory and tax firm specialized in business growth in the United States. Before starting Orbiss, Ruiz held multiple leadership positions in international accounting firms based in Europe and the US. With more than two decades of experience, Ruiz holds expertise in accountancy, financial analysis, and strategy.

Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

I grew up in a small village in the south of France. Desiring a fresh start at the age of 35, I sold the majority of my belongings including my house and car, in the hope of starting over in another city.

My first goal was to learn to speak English fluently by the age of 40, so I looked to English-speaking cities as a place to live. I tried living in London to start. However, after experiencing ten days of continuous rain, I redirected my plans and set my sights on New York City, even though I had limited knowledge about the city. I relocated to New York City with my three children, with all the belongings we had, and began to study at Columbia University.

After I was done studying, I soon faced the challenge of needing employment to maintain my stay in New York City. I eventually landed a job at a small tax and advisory firm. Four years later, having perceived a gap in the market, I connected with Yoann Burgiere about the prospect of founding a new company. With the addition of Laurence and Jenny Le Doridour as founders, Orbiss, a tax and advisory firm, specialized in business growth in the US was born.

What was the “Aha Moment” that led to the idea for your current company? Can you share that story with us?

The “Aha Moment” that led to the idea for Orbiss was rooted in bringing modernity to the very traditional sector of accounting and tax. In an industry where the human element is often underutilized, we identified the crucial role of tone of voice and the absence of a comprehensive onboarding process. Our experience revealed the need for flexibility, emphasizing the importance of adapting based on individual experiences in a challenging industry that often lacks modern processes.

Having encountered consistent challenges in our previous professional experiences, where growth was frequently hindered by the struggle between team dynamics and managerial expectations, we wanted to create something better. We decided to reevaluate and reconstruct the traditional CPA firm model, prioritizing values and resembling more modern industries in terms of structure and practices.

Was there somebody in your life who inspired or helped you to start your journey with your business? Can you share a story with us?

I would like to recognize one of my co-founders at Orbiss — Yoann Burgiere. He was the catalyst for our company’s formation. Yoann and I had previously worked together at a different firm and frequently would send clients to one another because we trusted each other’s skills. Yoann excelled in taxes, and I excelled in accounting.

Before founding Orbiss, we were faced with the limitations of our existing roles. I decided to quit because I was very unhappy in that position. On the same day that I left my job, Yoann called me with a proposition about beginning a new company together. I told him that I was considering leaving the US and going back to Europe since I had just quit my job. He encouraged me to reconsider, revealing that he had an innovative idea for a new tax and advisory firm, which would ultimately lay the foundation for beginning a new company.

What do you think makes your company stand out? Can you share a story?

Orbiss lives and stands by its values, which helps us stand out in the market. We are focused on the happiness and satisfaction of our employees. We want them to be satisfied and fulfilled in an industry where these types of values are traditionally absent and employees typically work very long hours.

Our values that represent our company are the following: “Kindness,” “Commercial Honesty,” “Respectful Relationships,” “Partner Selection,” and “Professional Integrity.” These guide our daily operations and how we treat both our customers and our internal teams.

Additionally, as a company, we prioritize streamlining processes and keeping them organized. We want the same straight-forward procedures to occur with every client, so they have a positive experience working with Orbiss.

How have you used your success to bring goodness to the world?

I have leveraged my success to contribute goodness to the world by prioritizing the happiness and satisfaction of Orbiss’ employees. In addition, we make a conscious effort at Orbiss to be discerning in selecting clients, ensuring that we collaborate with top-notch companies. This approach not only fosters a positive work environment for our team but also reflects our commitment to aligning with partners who share our values and contribute positively to the broader community.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

The three character traits that are most instrumental to my success as a business leader are kindness, quality, and a strong work ethic. Embracing kindness has not only shaped positive relationships within our team but has also fostered a collaborative and supportive work environment. Prioritizing quality in all aspects of our work has been a key driver in achieving excellence and building a reputation for delivering high standards. Finally, being a hard worker and demonstrating determination have been crucial in overcoming challenges and driving the company forward.

Often leaders are asked to share the best advice they received. But let’s reverse the question. Can you share a story about advice you’ve received that you now wish you never followed?

When reflecting on advice I’ve received, there’s one piece of advice that I wish I didn’t follow. Earlier in my career, many of the companies I worked for had a culture in which employees were treated like they couldn’t be trusted. Some of the former leaders I worked for would constantly monitor employees’ whereabouts, and enforce specific office hours from 9 am to 6 pm. The leadership also advocated that it was better to be physically present in the office for better productivity and oversight.

However, I came to realize the fallacy in this approach. Contrary to this belief, I learned that placing undue emphasis on physical presence and micromanagement stifled creativity and productivity. Instead, embracing remote work and allowing flexibility in working hours not only fostered a more positive work environment but also improved overall team performance. Ultimately, the advice to trust the team, regardless of their location, proved to be far more beneficial.

Can you tell us a story about the hard times that you faced when you first started your journey?

One particular challenge stands out vividly from the beginning of my journey. On February 14, 2020, I had just signed a new client. While this was a significant milestone, up until that point, I had struggled with securing any clients at all.

Just one month later, the COVID-19 pandemic hit, and I found myself confronted with the daunting reality of navigating business during a global crisis. Despite this global challenge, Orbiss saw an opportunity to differentiate itself by delivering exceptional quality work and implementing a meticulous COVID plan with stringent rules. While these measures were challenging to adhere to, they proved to be immensely beneficial as clients appreciated our dedication to safety protocols.

Despite the initial struggles, our reputation for excellence in COVID policies and client satisfaction propelled our business forward, resulting in a strong client base.

Where did you get the drive to continue even though things were so hard? What strategies or techniques did you use to help overcome those challenges?

The drive to persevere during challenging times stemmed from several key strategies that proved invaluable in overcoming obstacles. One effective technique was seeking support from my business partners when feeling overwhelmed, recognizing that I wasn’t alone in facing adversity.

By partnering with someone with complementary strengths and energy levels, we were able to balance each other out and navigate difficulties more effectively. We learned to leverage our strengths and take turns leading, depending on the situation at hand. This collaborative approach enabled us to maintain a steady flow of energy and support each other through the toughest of times.

The journey of an entrepreneur is never easy and is filled with challenges, failures, setbacks, as well as joys, thrills and celebrations. Can you share a few ideas or stories from your experience about how to successfully ride the emotional highs & lows of being a founder”?

Successfully riding the emotional highs and lows of being a founder involves celebrating achievements, finding balance, and prioritizing personal well-being. Another benefit to recharging and practicing self-care is that by stepping away from your usual environment, you often come back to work with new ideas and solutions to problems. I cannot overstate the importance of engaging in self-care and physical activities. For example, I am an avid runner and find that this helps me to step away from work and disconnect.

Many startups are not successful, and some are very successful. From your experience or perspective, what are the main factors that distinguish successful startups from unsuccessful ones? What are your “Five Things You Need To Create A Highly Successful Startup”? If you can, please share a story or an example for each.

1. Firstly, it is important to develop a good, distinctive product that not only distinguishes itself from competitors but also provides a more streamlined solution to industry challenges compared to more traditional, rigid platforms.
2. Secondly, assembling a well-rounded management team is key, since effective leadership is pivotal in steering the company toward its goals.
3. Thirdly, fostering a strong work ethic is indispensable, since attaining success often necessitates unwavering dedication and persistence. As a caveat to this, occasional periods of rest and self-care away from your job are essential for a good life.
4. Moreover, cultivating an openness to new ideas and practices is ideal, such as trying new ways to work with people, embracing new cultures, and accepting that you can always learn new things.
5. Finally, acknowledging the indispensable role of your team and their contributions to the company’s achievements fosters a culture of appreciation and collaboration.

What are the most common mistakes you have seen CEOs & founders make when they start a business? What can be done to avoid those errors?

One of the most common mistakes I’ve observed among CEOs and founders when starting a business is the reluctance to trust their team fully. It’s so important to recognize that trust is vital for organizational growth and success.

Additionally, many CEOs and founders tend to overlook the importance of implementing robust processes from the outset, which only hurts the company in the long run. Making the transition from a hands-on production role to a managerial position is another frequent challenge that founders face. Trusting the team and delegating responsibilities effectively are essential steps in this transition. To avoid these errors, founders should prioritize building trust within their team, establishing clear processes and procedures early on, and investing in their leadership development to navigate the shift from production to management effectively.

Startup founders often work extremely long hours and it’s easy to burn the candle at both ends. What would you recommend to founders about how to best take care of their physical and mental wellness when starting a company?

When starting a company, startup founders must prioritize both their mental and physical wellness. Achieving a balance between work and personal life is essential, as dedicating time to recreation helps prevent burnout. Setting boundaries is key, as the intensity of work and constant decision-making can be overwhelming. Remembering to refuel personal energy reserves is vital for maintaining well-being. It’s also important to recognize that building a successful startup is not a sprint but a marathon, with the need for sustainable practices key to ensure long-term health and success.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

If I had the opportunity to start a movement that could bring substantial good to a vast number of individuals, I would advocate for a shift towards plant-based diets, encouraging people to reduce or eliminate their consumption of meat.

We are blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch, and why? He or she might just see this if we tag them.

If given the chance, I would appreciate the opportunity to share a meal with Richard Malka, who is a prominent lawyer and essayist. His advocacy for liberty of expression and freedom of speech, particularly in the context of France is deeply compelling to me. I admire his courage and commitment to defending these fundamental values, as evidenced by his involvement in high-profile cases such as the Charlie Hebdo terrorist attack. Having a conversation with him would offer a unique opportunity to gain insights into his perspective and delve deeper into the principles, which he defends.

How can our readers further follow your work online?

Connect with me on LinkedIn.

Thank you for these fantastic insights. We greatly appreciate the time you spent on this.

About the Interviewer: Douglas E. Noll, JD, MA was born nearly blind, crippled with club feet, partially deaf, and left-handed. He overcame all of these obstacles to become a successful civil trial lawyer. In 2000, he abandoned his law practice to become a peacemaker. His calling is to serve humanity, and he executes his calling at many levels. He is an award-winning author, teacher, and trainer. He is a highly experienced mediator. Doug’s work carries him from international work to helping people resolve deep interpersonal and ideological conflicts. Doug teaches his innovative de-escalation skill that calms any angry person in 90 seconds or less. With Laurel Kaufer, Doug founded Prison of Peace in 2009. The Prison of Peace project trains life and long terms incarcerated people to be powerful peacemakers and mediators. He has been deeply moved by inmates who have learned and applied deep, empathic listening skills, leadership skills, and problem-solving skills to reduce violence in their prison communities. Their dedication to learning, improving, and serving their communities motivates him to expand the principles of Prison of Peace so that every human wanting to learn the skills of peace may do so. Doug’s awards include California Lawyer Magazine Lawyer of the Year, Best Lawyers in America Lawyer of the Year, Purpose Prize Fellow, International Academy of Mediators Syd Leezak Award of Excellence, National Academy of Distinguished Neutrals Neutral of the Year. His four books have won a number of awards and commendations. Doug’s podcast, Listen With Leaders, is now accepting guests. Click on this link to learn more and apply.