Learn about the day-to-day world at Fruition

This is the starting point for learning about the inner workings of Fruition. Meeting notes and real time data available at Fruition Guidebook.

At Fruition we love to

GSD. Communicate Progress. Have Fun.

*GSD – Getting Sh*t Done

Team members at Fruition bookmark this page to jump off to various repositories of information related to excelling at Fruition.

Fruition’s Mission

Fruition’s mission is to get companies online, to keep them online, and to use the Internet as their competitive advantage.

Fruition’s Ideal Client is a successful business that needs a digital partner to grow their business. Fruition excels at complex projects that require full stack development, digital marketing and hosting.

Fruition Focuses On health care, travel & hospitality, ecommerce, and business to business. Fruition generates hundreds of millions of dollars of sales in these verticals and knows what it takes to win. In these industries, Fruition creates transformational digital products (websites & apps) for its clients that translates into significant enterprise value.

Joining Fruition’s Team

Fruition’s hiring process is not easy. Even with a tight job market we want the right girls and guys to join the team to help us and our clients continue to build momentum. It is designed to ensure a good fit for the candidate and for Fruition and Fruition’s clients. We do not want a candidate joining the team if it isn’t a good fit. While the process is hard, it is also fair. We do not play games. Literally, we’re not going to give you a silly puzzle that will have no correlation with the work that you will be doing. The outcome of the hiring process is a great culture and talent fit.

Logistically, you will have at least 4 interviews before you receive an offer to join the team. You’ll need unanimous sign-off from at least 4 teammates and from the CEO & CFO before an offer is presented to you.


Fruition’s onboarding process ensures that all FRUITION team members experience the same initial training and introduction to the company. This enables them to quickly become effective and efficient and to understand what it takes to become successful at Fruition through the proper behaviors (kicking ass) and skill set (always be improving).

  • Onboarding Overview (login required)
  • Onboarding Process (login required)
  • Onboarding Checklist (login required)
  • Onboarding 1 on 1 Checklist (login required)
  • Dress Code – “Colorado Business Nice” – We made this up. Fruition’s dress is intended to be flexible and made to fit your role within Fruition and with clients. You should, however, always dress for the event. If you’re meeting with bankers, err on the business side and show up with a sport coat. If you are meeting with a ski company, err on the casual side and wear a plaid flannel shirt and flat bill hat (that’s a dig). When not meeting with clients, you should dress to perform. We often have unexpected visitors to Fruition whom expect to see a high level of professionalism.

We’re always looking for talented teammates to join Fruition. Even if you don’t see a position that you think fits your skill set reach out anyway and let us know what you are exceptional at. You can find open positions at

Org Chart for a Digital Technology Firm

Having a “flat” org chart sounds great until you don’t know who can answer a question for you. With proper training and a servant first leadership style a proper org chart brings clarity to the team. Here is Fruition’s org chart (login required).

Fundamentals of Performance at Fruition

1. We demand exceptional work at all times

“Gray Men” are not tolerated. Gray Men are those that do not continuously improve. They are stuck on autopilot. Autopilot is fine if you’re brushing your teeth. If you’re writing code that drives an autonomous car then you cannot be on autopilot or it will fail or a competitor will write better code. Be passionate.

2. We own the 20 sq ft of space around us

We ruthlessly protect our 20 sq ft of space. Meaning we all own the 20 sq ft around us. In that 20 sq ft we do not tolerate any Blaming, Complaining, or Defending (“BCD”). Present solutions not problems.

3. Acronyms to know

We understand that our interactions with teammates and clients is represented by this equation Event+Response=Outcome (E+R=O). There is an Event and it is our Response that matters. When there is an Event and we Respond to it creates the Outcome. What is the Outcome that we want? How do we get to that Outcome? It is always by having an intentional (not impulsive), purposeful, and skillful response. E+R=O.

GSD=Get Sh*t Done

GAS=Give A Sh*t

BCD=No Blaming Complaining or Defending. Look for solutions not excuses.

4. Clarity

Leaders clearly state what each team member must do to excel, how they are measured, and how they can improve in near real time. Annual reviews are not tolerated because they are slow and miss the teaching opportunity. We all demand a high level of performance of each other. If the performance is not delivered leaders must make intelligent and deliberate changes to meet Fruition’s stated goals related to exceptional client delivery and client and Fruition growth.

Fruition’s culture is defined and measured here:

Words we care about

Accountability: Fruition does not have single contributors, the success of an individual, a client, a project, a campaign is determined by the collective team. Individual accountability is a necessity. Accountability is the obligation of an individual to account for its activities, accept responsibility for them and disclose results in a transparent manner.

Clarity: We’ve outgrown games. Clarity cultivates understanding, creates accountability and unites purpose. With our clients and among ourselves, we make it a point to be overly transparent. This fosters efficiency, trust, authenticity, and it ultimately leads to on-time, on-target launches.
Confusion is a choice, when something is unclear ask for clarity.

Agility: Our world, clients, industry are constantly changing, this requires us to be innovative, fluid and flexible to respond rapidly to changes in our internal and external environments without loosing momentum, vision or clarity.

Fun: We do work hard, but we also like to have fun, with each other and with our clients. Fun is not ping pong tables in the office. Ping pong tables are a distraction. Fun is seeing a client beat their competitors or exceed one of their target KPIs. Here’s an example of fun: “without Fruition we would have been down year over year. Instead we grew 30% this year and our profit increased 15%.” That is what fun looks like at Fruition.

Respect: We believe in each other and trust each other. We value collaboration, we welcome new ideas from our teammates and clients, and we reward great work.

We believe in each other and trust each other. We value collaboration, we welcome new ideas from our teammates and clients, and we reward great work.

Delivering exceptional work for clients

The client isn’t always right. That’s why they hired us. It is Fruition’s job to analyze the situation and offer the best solution for the client. We also don’t know the client’s business as well as they know it. It is our job to digest the information provided by the client and append it with our expertise. If we disagree with a client we document why we disagree and we inform the client. If the client makes a decision that goes against what we advise we tell them that we understand and that we’re on-board 100% to make their decision the winning solution. “I told you so” never enters our mind.

We demand that we treat clients with the utmost professionalism and courtesy and we demand that in return. We are always accountable to clients. If we mess up or break something we own it. If we do something great we share in the success.

Communication with Clients

  • Clients deserve timely and proactive communication. The cadence of communications with clients is critical. We error on the side of oversharing.
  • Communication should be thorough and relate to previously set goals. If there are issues preventing work from being accomplished that is to be communicated with a louder voice until the issue is removed.
  • Communication must not be held back – if something is wrong we tell the client.
  • Clients shall never hear “we’re at an all-day meeting and can’t get back to you today” or “someone will get back to you in 24 to 48 hours” clients do not care what we are doing. They want to know that we are there for them and that if we don’t have an answer we’ll work expeditiously to get them one.

Career Progression

It takes years to be considered an expert. The 10,000 hour rule is a baseline. Fruition developed a career matrix that helps team members understand where they are at and guide them within their career.

Systems that Fruition uses

  • Fruition uses ******** for password sharing. You’ll get an enterprise account. We require two factor authentication for everything.
  • Fruition uses Atlassian products for project management. The support desk is at
  • Fruition monitors its infrastructure within
  • Fruition’s HR and benefits information is at

Fruition’s Business Units

Fruition is organized into 5 business units:

  1. Development (programmers/engineers),
  2. Marketing (SEO, Paid Media, Social Media & Email Marketing)
  3. Growth
  4. SaaS/innovation, and
  5. UX/design.

Fruition’s Growth Goal

A fundamental building block of meeting Fruition’s growth is delivering an exceptional client experience and developing innovative software delivered as a service to clients.

      Annual revenue growth of 20%