Principle #35 – Gratitude is contagious. Pass it on.

In a high-tech startup, speed is everything. We push code at 2 a.m., pivot on product direction before breakfast, and celebrate funding rounds with coffee instead of champagne. It’s intense, chaotic, and easy to forget one thing: gratitude.

But here’s what I’ve learned as a senior leader: gratitude spreads faster than any software update. A simple “thank you” for staying late or solving that hairy customer issue doesn’t just lift one person—it ripples. People feel seen, their energy lifts, and they pass that positivity on. It’s culture-building in real time.

The Myth

Some leaders think gratitude makes you soft or wastes time. “We don’t have time for warm fuzzies; we’ve got milestones to hit!” But ignoring gratitude is like ignoring your server logs—it’s risky. Burnout creeps in, resentment builds, and people quietly check out.

The Hero’s Move

Make it visible: Say thanks publicly when someone goes above and beyond.
Make it specific: “Great job” is nice; “Great job solving that API bottleneck under pressure” is memorable.
Make it routine: Gratitude works best when it’s woven into everyday interactions.

The Next Step

Today, pick one person and thank them for something specific they did. Watch their face—and their energy—light up.Because in high-tech startups (and everywhere else), gratitude is viral… and you control the spread.