‘B Players Hire C Players’: The Hiring Mistakes That Weaken a Brand
The Cost of Settling: Why Only A-Players Can Build a Legacy
In the world of high performance and legacy-building, few philosophies are as powerful as Steve Jobs’ famous hiring mantra: “A players hire A players. B players hire C players.” It’s a simple yet profound truth that determines whether a business thrives in excellence or slowly decays into mediocrity.
As a business owner, the people you bring into your vision matter. Every hire is either elevating the standard or lowering the bar. And once mediocrity seeps into your organization, it becomes a slow poison that is difficult to reverse.
The Domino Effect of Hiring the Wrong People
The problem with hiring B players is that they lack the confidence and vision to hire other A players. Instead, they bring in C players—people even less competent than themselves—because they feel threatened by those who are better than them. This starts a downward spiral where the company’s standards erode, its reputation weakens, and its original essence is lost.
Here’s how this cycle plays out:
B players hire C players to avoid competition, which lowers the company’s overall talent pool.
C players create inefficiencies, poor decision-making, and uninspired execution.
A-players leave because they don’t want to work in a mediocre environment.
The business loses its edge, becoming just another uninspired company instead of a world-class brand.
Now, imagine applying this to a business that aspires to deliver excellence and refinement. Would a top-tier luxury brand allow mediocrity to enter its craftsmanship, customer service, or brand storytelling? Absolutely not. And neither should you.
How to Avoid Hiring B and C Players
If you want to build a legacy-driven business, you must have an uncompromising approach to hiring. Here’s how:
Set High Standards from Day One
Never settle for someone just to fill a role. A great team member is worth the wait.
Develop a clear hiring framework that defines what an A-player looks like for your business.
Look Beyond Resumes—Assess Refinement and Vision
Experience matters, but mindset, intelligence, and taste matter more.
A-players are self-driven, problem-solvers, and bring fresh insights.
Test for Thought Process, Not Just Skills
Give candidates real-world scenarios to see how they think and execute.
Ask about their vision for excellence and long-term impact—do they align with yours?
Create a Culture Where Only A-Players Thrive
A-players love working with other A-players. Build an environment where mediocrity is naturally filtered out.
Offer challenges, autonomy, and a culture of high standards—this will attract the right people.
Case Studies: What Luxury and High-Performance Brands Get Right
The world’s most prestigious brands maintain their exclusivity by refusing to compromise on talent:
Apple: Steve Jobs’ obsession with hiring the best led to innovations that changed the world.
Chanel & Hermès: These brands maintain their status by hiring artisans, designers, and executives who align with their vision of timeless excellence.
Luxury Hospitality: High-end hotels and members’ clubs only employ individuals who understand refinement, discretion, and world-class service.
For your business, this principle is even more crucial. Refinement isn’t just about products or services—it’s about people. The right team will shape the vision, uphold the brand’s excellence, and ensure its long-term success.
Final Thoughts: The Legacy You Build Depends on the Team You Create
If you want your business to stand the test of time, the hiring decisions you make today will define its future. Are you building a company that attracts A-players who elevate its essence? Or are you tolerating B-players who, in turn, bring in C-players, diluting the very excellence you seek to establish?
The choice is yours, and the standard you set will determine whether your business remains an exclusive, high-caliber brand or fades into just another forgettable name.
So, next time you think about hiring, ask yourself: Is this an A-player who will elevate my business? If the answer isn’t a confident “yes,” keep searching. Your legacy depends on it.