Situational Background

Taavet Hinrikus, Wise’s co-founder and early CEO(now investor), is known for radical transparency, mission clarity, and challenger courage. He calls out hidden fees, simplifies pricing, and treats trust as a competitive moat. Hinrikus communicates plainly, chooses focus overhype, and invites scrutiny. Distinctive for principled stubbornness with data to match, his style suits any leader trying to reset a market on fairness and clarity.

Practical Leadership Principles

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1) Radical transparency.

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Show how things work—and what they cost.

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Behaviours to model:

• Publish fees, assumptions, and comparisons.
• Explain trade-offs before outcomes.
• Correct errors in public, fast.

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2) Mission that guides “no.”

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Purpose is as much about refusal as pursuit.

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Behaviours to model:

• Write three “we don’t do” statements.
• Decline misaligned revenue.
• Tie goals to mission, not fashion.

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3) Simple, honest communication.

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Plain words, frequent updates.

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Behaviours to model:

• Replace slogans with one clear promise.
• Keep a public “what changed” log.
• Invite and publish tough questions.

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Call to action

List one practice you’ll disclose, one misaligned opportunity you’ll refuse, and one plain-English promise you’ll make—and keep—this month.

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