Rings of Retention: A Fellowship for Building a Happy Team

In the vast landscape of software engineering, much like Middle-earth, building a successful and enduring team can feel like an epic quest. As I rewatched The Lord of the Rings on my flight to headquarters this week, I couldn’t help but compare Frodo’s journey to the challenge of building a thriving, happy team at DeepIntent. Just like the Fellowship, we’re on a mission—except our "One Ring" is employee retention, and we seek to build a culture where everyone grows and thrives.

Here’s how I, like a modern-day Gandalf (sans the pointy hat), have guided our team of talented engineers, focusing on happiness and retention. These are the "Rings of Retention"—the keys to ensuring a team that’s as loyal and determined as Frodo and his companions.

1. The Fellowship of Leadership: Find Your Trusted Generals

“You shall be the Fellowship of the Ring!” – Elrond

Wisdom of Middle-earth: In the world of The Lord of the Rings, no one can carry the weight of the One Ring alone. Frodo relied on his Fellowship—brave souls from different realms who brought their unique skills to the quest. In a business context, leadership is much the same: it’s impossible for one person to handle all the challenges that come with managing a growing company. You need your own “Fellowship of Leaders”—trusted, capable people who can shoulder responsibilities and lead their own teams effectively.

Gandalf’s Guidance: A Leader’s Perspective: Leadership is not about centralising power; it’s about distributing it wisely. Like Frodo trusting his companions, you should trust your core leaders to act with the best interests of the company at heart, even when you’re not looking. Each member of your leadership team should carry a piece of your company’s mission, just as each member of the Fellowship had a distinct role to play in protecting Frodo.

Actions of the Council: What We Achieved:

• Identified and promoted seven core leaders to oversee major areas like Data, Platform, QA, PMO, and People Ops.
• Empowered these leaders to make key decisions autonomously, ensuring the company’s culture and goals are upheld across all teams.
• Relied on this leadership team to maintain high morale and productivity, allowing me to focus on bigger-picture strategies while trusting the daily operations to my “generals.”

2. The Rise of Leaders: Growing from Within

“Even the smallest person can change the course of the future.” – Galadriel

Wisdom of Middle-earth: Frodo started as a humble hobbit, yet he ended up bearing the greatest burden in Middle-earth. In the same way, true leadership often grows from unexpected places. Companies that encourage internal growth and promote from within see more loyalty, deeper investment, and stronger alignment with company values. Leadership should be a journey, just like Frodo’s—one where growth comes through experience, perseverance, and trust.

Gandalf’s Guidance: A Leader’s Perspective: Leaders who grow within your organization already understand the nuances of your culture, mission, and values. Much like Frodo and Sam’s deep bond formed over the course of their journey, promoting from within helps build that same kind of trust and loyalty—leaders who have "walked the journey" with you are more likely to be invested in the long-term success of your mission.

Actions of the Council: What We Achieved:

• Provided growth paths for employees to step into leadership roles as the company scaled.
• Promoted our first hire, a fresh graduate into a Director role over time, giving her the space to grow into a technically strong and empathetic leader.Seeing her journey from intern to leader is like watching Frodo step up to take on the burden of the Ring—rewarding and essential for the company’s success.
• Created leadership opportunities that are based on merit, ensuring those who rise to the top have the experience and dedication needed to lead effectively.

3. Culture: The Foundation of Your Kingdom

“One does not simply walk into Mordor…” – Boromir

Wisdom of Middle-earth: In The Lord of the Rings, each realm—whether it’s the Shire, Rohan, or Gondor—had its own distinct culture and values, which were nurtured over time. The same is true for a company’s culture. A company’s identity must be intentionally shaped from the start; it can’t be an afterthought. Your culture is the invisible force that binds your team together, creating a shared sense of purpose and belonging. It must be open, inclusive, and flexible, much like the Fellowship itself.

Gandalf’s Guidance: A Leader’s Perspective: A strong company culture, like the values of the Shire or the honor of Rohan, will carry your team through tough times. The real magic happens when your culture encourages balance—allowing employees the freedom to be creative, yet fostering discipline and focus when it’s time to get serious. It’s about crafting an environment where people feel supported, but also motivated to do their best work.

Actions of the Council: What We Achieved:

• Built a culture of openness and collaboration by eliminating cubicles and creating spaces where team members can interact freely across departments.
• Encouraged work-life balance by focusing on getting tasks done efficiently without long hours, which fosters a more engaged and productive workforce.
• Established a fun, engaging atmosphere while ensuring that when it’s time for work, everyone brings their A-game.

4. The Council of Decision-Making: Empower Your People

“There is always hope.” – Aragorn

Wisdom of Middle-earth: In The Lord of the Rings, crucial decisions about the fate of Middle-earth were made through councils where all members, regardless of rank, were heard. Empowering your employees in a similar way—giving them a voice in decisions that impact their work and the company—fosters a sense of ownership and belonging. When people feel like their opinions matter, they become more invested in the company’s success.

Gandalf’s Guidance: A Leader’s Perspective: Giving your team a voice in decision-making isn’t about abdicating leadership, it’s about building trust and creating a sense of shared ownership. Just like the Council of Elrond where everyone had a say in the fate of the Ring, empowering employees builds a collaborative environment. This not only boosts morale but also sparks innovation and new ideas that may not have come from top-down decisions alone.

Actions of the Council: What We Achieved:

• Regularly involved employees in decision-making through surveys, polls, and open discussions about key changes in office structure and processes.
• Conducted "Happiness Surveys" to ensure that any hidden concerns are surfaced, allowing us to proactively address issues and continuously improve the work environment.
• Created a culture of transparency, where feedback is valued and acted upon to maintain a dynamic and engaged workforce.

5. The Path of Learning: Quest for Knowledge

“All we have to decide is what to do with the time that is given us.” – Gandalf

Wisdom of Middle-earth: The journey to destroy the One Ring was not just a physical quest but also an emotional and intellectual one. The characters grew as individuals, learning from their challenges. Similarly, in a company, growth and learning should be ongoing. Employees need opportunities to challenge themselves, learn new skills, and explore different roles. Continuous learning ensures that employees stay engaged and that their potential is fully realized.

Gandalf’s Guidance: A Leader’s Perspective: Just as the journey through Middle-earth transformed Frodo, Aragorn, and others, learning and development can transform your employees. By providing growth opportunities, you’re allowing them to discover their own strengths, just as Frodo discovered his inner courage. Learning isn’t just about skill-building—it’s about personal transformation and discovering what truly motivates and excites your people.

Actions of the Council: What We Achieved:

• Provided opportunities for employees to transition between roles, such as from frontend engineering to analytics and data science, allowing them to find their passion.
• Offered learning budgets and encouraged professional development through certifications and workshops, supporting ongoing skill-building.
• Created an environment where switching teams or exploring new career paths is welcomed, ensuring employees stay engaged and passionate about their work.

6. Brotherhood of the Quest: Valuing People Over Roles

“I would have followed you, my brother… my captain… my king.” – Boromir

Wisdom of Middle-earth: In The Lord of the Rings, the heart of the story is the bond of friendship between Frodo and his companions. Boromir’s poignant words, “I would have followed you, my brother… my captain… my king,” reflect the deep loyalty and trust built within the Fellowship. Much like the Fellowship, a team is more than just a collection of resources working towards a goal. It’s about genuine relationships—people who stand by you through challenges and celebrate with you during successes. At DeepIntent, I’ve always viewed my employees not merely as resources to manage, but as friends and trusted allies who are on this journey with me. Whether they stay or eventually take different paths, the relationship remains, and their contributions are valued long after they leave.

Gandalf’s Guidance: A Leader’s Perspective: Building strong personal connections within your team fosters a deeper sense of loyalty and dedication. It’s not about extracting value from your team; it’s about nurturing a sense of camaraderie that transcends job titles. Just like the Fellowship, where each member had an important role but was valued for who they were as individuals, employees who feel like part of a family are more invested in the journey. They know that their contributions matter—not just to the company’s bottom line, but to the people they work alongside.

Actions of the Council: What We Achieved:

• Treated employees as trusted companions rather than just resources, emphasizing mutual respect and personal relationships across the team.
• Continued to support and celebrate former employees after they moved on, maintaining long-lasting relationships that go beyond their time at the company, this made three of our former colleagues come back to the fold.
• Fostered a work environment where team members are seen as integral parts of the journey, encouraging collaboration, friendship, and loyalty that stand the test of time.

Final Words from the Shire

“Even the smallest deed of kindness, friendship, or leadership can change the future.”

Much like Frodo’s journey to destroy the One Ring, the road to building and maintaining a happy, engaged team is filled with twists, turns, and the occasional challenge. But with trust, collaboration, growth, and a shared purpose, you can create a Fellowship strong enough to weather any storm—or Orc invasion.

In our journey at DeepIntent, we’ve learned that employee retention is the true "precious." By nurturing growth, establishing culture from day one, and fostering meaningful relationships, we’ve created a company where people want to stay. Because after all, a happy team is a strong team—and in the end, that’s what will lead us all to success.

The journey may be long, but it’s worth it. And when you treat your team as “precious,” you’ll find that the greatest treasures aren’t just in achieving goals, but in the people who help you reach them.

So, to all leaders out there: gather your Fellowship, and let’s set forth on this grand adventure together!