[{"_1":2,"_3":-5,"_4":-5},"loaderData",{"_5":6,"_7":8},"actionData","errors","root",{"_137":-5,"_138":-5,"_139":140,"_141":142,"_143":144},"routes/clips.$id.$slug",{"_9":10,"_11":12},"clip",{"_13":14,"_15":16,"_17":-5,"_18":19,"_20":-5,"_21":22,"_23":24,"_25":26,"_27":28,"_29":30,"_31":32,"_33":34,"_35":36,"_37":38,"_39":40,"_41":-5,"_42":-5,"_43":-5,"_44":45,"_46":-5,"_47":48,"_49":50,"_51":-5},"canonicalUrl","https://howleaderslead.com/clips/1778/good-marketing-invites-people-into-a-story","id",1778,"title","Good marketing invites people into a story","subtitle","transcript","WEBVTT\n\n1\n00:00:00.000 --> 00:00:04.290\nWell, something that we used to talk about at Story Brand all the time with our\n\n2\n00:00:04.290 --> 00:00:04.960\nclients\n\n3\n00:00:04.960 --> 00:00:12.290\nis this idea of your company is not the hero, your customer is the hero and you\n\n4\n00:00:12.290 --> 00:00:13.040\nare the\n\n5\n00:00:13.040 --> 00:00:14.040\nguide.\n\n6\n00:00:14.040 --> 00:00:17.770\nSo when a lot of people's marketing, they just start talking about themselves\n\n7\n00:00:17.770 --> 00:00:18.200\nall the\n\n8\n00:00:18.200 --> 00:00:21.920\ntime, how great they are, the awards that they've won.\n\n9\n00:00:21.920 --> 00:00:26.690\nAnd if you really want people to lean in, to be engaged with your brand, the\n\n10\n00:00:26.690 --> 00:00:27.320\nway that\n\n11\n00:00:27.320 --> 00:00:30.960\nyou do that is to make them the hero.\n\n12\n00:00:30.960 --> 00:00:35.160\nWhat are the challenges that they are up against and how can you come alongside\n\n13\n00:00:35.160 --> 00:00:35.960\nthem to help\n\n14\n00:00:35.960 --> 00:00:37.920\nthem win the day?\n\n15\n00:00:37.920 --> 00:00:44.080\nAnd so really what that means is you are Yoda and they are Luke Skywalker.\n\n16\n00:00:44.080 --> 00:00:49.240\nSo just take a look at your website and just do a quick assessment on is this\n\n17\n00:00:49.240 --> 00:00:50.360\nwebsite talking\n\n18\n00:00:50.360 --> 00:00:56.660\nall about us and how great we are or is it inviting people into a story talking\n\n19\n00:00:56.660 --> 00:00:57.200\nabout\n\n20\n00:00:57.200 --> 00:01:00.840\nthem and how you can help them solve whatever challenges that they are up\n\n21\n00:01:00.840 --> 00:01:01.520\nagainst.\n\n22\n00:01:01.520 --> 00:01:06.490\nAnd the second thing I would say is to solve a problem, identify what your\n\n23\n00:01:06.490 --> 00:01:08.120\ncustomer's problem\n\n24\n00:01:08.120 --> 00:01:10.080\nis and help them do that.\n\n25\n00:01:10.080 --> 00:01:14.870\nSo if you think about any movie that you go see in the first five minutes, you\n\n26\n00:01:14.870 --> 00:01:15.440\nare going\n\n27\n00:01:15.440 --> 00:01:19.680\nto be introduced to a character who wants something, they have some ambition\n\n28\n00:01:19.680 --> 00:01:20.200\nand then\n\n29\n00:01:20.200 --> 00:01:22.360\nthey are going to encounter a problem.\n\n30\n00:01:22.360 --> 00:01:27.370\nAnd so the rest of the movie is us sitting there for two hours trying to see if\n\n31\n00:01:27.370 --> 00:01:28.520\nthis hero,\n\n32\n00:01:28.520 --> 00:01:32.080\nthe hero in the movie is going to overcome their challenge.\n\n33\n00:01:32.080 --> 00:01:37.230\nAnd we as companies need to actually be in that business is helping people\n\n34\n00:01:37.230 --> 00:01:38.120\nsolve their\n\n35\n00:01:38.120 --> 00:01:39.320\nproblems.\n\n36\n00:01:39.320 --> 00:01:43.990\nSo if you are a restaurant, you are solving the problem of hunger or if you\n\n37\n00:01:43.990 --> 00:01:44.720\nmake golf\n\n38\n00:01:44.720 --> 00:01:48.530\nclubs, you are trying to help these golfers hit it even further off the tee\n\n39\n00:01:48.530 --> 00:01:49.280\nthan they were\n\n40\n00:01:49.280 --> 00:01:50.280\nlast year.\n\n41\n00:01:50.280 --> 00:01:54.340\nAnd so the more that you can also be talking about the ways that you are\n\n42\n00:01:54.340 --> 00:01:55.240\nhelping your\n\n43\n00:01:55.240 --> 00:02:00.110\ncustomers solve their problems and being known for solving that problem, I\n\n44\n00:02:00.110 --> 00:02:00.600\nthink that is\n\n45\n00:02:00.600 --> 00:02:04.320\ngoing to find you a lot more success and get you even more customers that are\n\n46\n00:02:04.320 --> 00:02:04.760\nleaning\n\n47\n00:02:04.760 --> 00:02:07.840\nin and engaging with your brand.\n","pretty_transcript","start_time",1090139,"end_time",1217159,"keywords","Marketing, strategy, story, storytelling, customer, hero, storybrand, value proposition, branding, market positioning","slug","good-marketing-invites-people-into-a-story","origin","cms","mux_playback_id","PVltCXuLGzoCwsuwvtsURSqLQ2801pCKiSmyWZds9c01U","mux_asset_id","K7d02PoOviEjz1k01fUHZHg69km400c8DTuTmJz1C3IBfc","leader_id",169,"episode_id",318,"updated_at","2025-02-26T19:45:54.000000Z","meta_title","meta_description","og_image_media_id","web_url","https://www.howleaderslead.com/clips/1778/good-marketing-invites-people-into-a-story","og_image_url","leader",{"_13":36,"_101":102,"_103":104,"_105":106,"_25":107,"_108":109,"_62":110,"_59":110,"_111":112,"_69":113,"_39":114,"_115":-5,"_41":-5,"_42":-5,"_43":-5,"_116":117,"_89":118,"_44":119,"_120":121,"_122":123,"_46":-5,"_124":125,"_126":127,"_93":128,"_51":-5},"episode",{"_13":38,"_15":52,"_27":53,"_17":54,"_55":56,"_18":57,"_20":58,"_59":60,"_61":-5,"_62":60,"_63":-5,"_64":65,"_66":67,"_68":-5,"_69":-5,"_70":71,"_72":73,"_74":-5,"_35":36,"_39":75,"_41":-5,"_42":-5,"_43":-5,"_76":77,"_78":79,"_80":81,"_82":83,"_84":-5,"_85":-5,"_86":87,"_88":-5,"_89":-5,"_46":-5,"_90":91,"_92":-5,"_93":-5,"_51":-5},"og_image_media","Help others win","help-others-win","Learn how to shift your focus from “me” to “we” and redefine success not by your own wins but by how you help others win.","summary","

When you think about success in your career, you usually think about your own goals and growth.

But if you really want to accomplish big things in your career, you have to shift your focus from “me” to “we.” In this episode, you’ll see how to help others win and become the kind of leader everyone wants to work for.

You’ll also discover:

Something to try in your next staff meeting to make your team feel more recognized
Two common marketing mistakes (and how to fix them)
A question that can help you refine your own definition of success
Innovative programs to help the kids in your life become stronger leaders

","WEBVTT\n\n1\n00:00:00.000 --> 00:00:07.500\nWelcome to How Leaders Lead, where every week you get to listen in while I\n\n2\n00:00:07.500 --> 00:00:08.200\ninterview some\n\n3\n00:00:08.200 --> 00:00:10.080\nof the very best leaders in the world.\n\n4\n00:00:10.080 --> 00:00:12.990\nI break down the key learning so that by the end of the episode, you'll have\n\n5\n00:00:12.990 --> 00:00:13.540\nsomething\n\n6\n00:00:13.540 --> 00:00:17.080\nsimple you can apply as you develop into a better leader.\n\n7\n00:00:17.080 --> 00:00:19.520\nThat's what this podcast is all about.\n\n8\n00:00:19.520 --> 00:00:24.030\nBut you may not realize, this podcast is actually just one part of a larger\n\n9\n00:00:24.030 --> 00:00:24.840\nmission.\n\n10\n00:00:24.840 --> 00:00:28.870\nSee, I believe that the world desperately needs great leaders, so I founded\n\n11\n00:00:28.870 --> 00:00:29.560\nDavid Novak\n\n12\n00:00:29.560 --> 00:00:34.140\nleadership, and we're on a mission to develop leaders at every stage of life,\n\n13\n00:00:34.140 --> 00:00:34.840\nfrom preschool\n\n14\n00:00:34.840 --> 00:00:38.120\nto the C-suite and everywhere in between.\n\n15\n00:00:38.120 --> 00:00:42.740\nAnd my guest today is the guy who runs that organization, Tim Shur, the CEO of\n\n16\n00:00:42.740 --> 00:00:43.240\nDavid\n\n17\n00:00:43.240 --> 00:00:47.370\nNovak leadership, and in this conversation, I want to take you behind the\n\n18\n00:00:47.370 --> 00:00:48.240\nscenes of what\n\n19\n00:00:48.240 --> 00:00:53.280\nwe're up to here, including a new resource I really want you to check out.\n\n20\n00:00:53.280 --> 00:00:55.840\nBut I also want you to hear how Tim leads.\n\n21\n00:00:55.840 --> 00:00:59.860\nHe's the author of a book called The Secret Society of Success, and he believes\n\n22\n00:00:59.860 --> 00:01:00.200\nthat\n\n23\n00:01:00.200 --> 00:01:06.000\nthe key to satisfaction and success in life is helping other people win.\n\n24\n00:01:06.000 --> 00:01:10.040\nYou know, a lot of times, leaders feel like we've got to chase that spotlight\n\n25\n00:01:10.040 --> 00:01:10.440\nand be\n\n26\n00:01:10.440 --> 00:01:12.200\nthe star of the team.\n\n27\n00:01:12.200 --> 00:01:16.100\nBut Tim is going to show you that great things can happen in your company and\n\n28\n00:01:16.100 --> 00:01:16.960\nin your career\n\n29\n00:01:16.960 --> 00:01:22.190\nwhen you shift your focus and help others win, and that's how you become the\n\n30\n00:01:22.190 --> 00:01:23.240\nreal star.\n\n31\n00:01:23.240 --> 00:01:30.240\nSo here's my conversation with my good friend, and soon to be yours, Tim Shur.\n\n32\n00:01:30.240 --> 00:01:36.600\nTim, it's great to have you on the show.\n\n33\n00:01:36.600 --> 00:01:37.600\nThanks for having me.\n\n34\n00:01:37.600 --> 00:01:39.440\nI'm excited to be hanging with you today.\n\n35\n00:01:39.440 --> 00:01:44.240\nWell, I know you know, I know the answer here, but I'm going to go ahead and\n\n36\n00:01:44.240 --> 00:01:44.880\nask this\n\n37\n00:01:44.880 --> 00:01:46.880\nfor everyone that's listening.\n\n38\n00:01:46.880 --> 00:01:51.500\nGive us a snapshot of David Novak leadership and the business that you lead\n\n39\n00:01:51.500 --> 00:01:52.240\ntoday.\n\n40\n00:01:52.240 --> 00:01:57.190\nSo David Novak leadership is the nonprofit that you started after you retired\n\n41\n00:01:57.190 --> 00:01:57.760\nfrom young\n\n42\n00:01:57.760 --> 00:02:02.420\nbrands, and the mission is to make the world a better place by developing\n\n43\n00:02:02.420 --> 00:02:03.520\nbetter leaders\n\n44\n00:02:03.520 --> 00:02:05.720\nat every stage of life.\n\n45\n00:02:05.720 --> 00:02:08.600\nAnd there are four brands under this umbrella.\n\n46\n00:02:08.600 --> 00:02:12.100\nOne of those is How Leaders Lead, which is where we're focused on helping\n\n47\n00:02:12.100 --> 00:02:13.880\nbusiness professionals,\n\n48\n00:02:13.880 --> 00:02:17.750\nand we do that with this podcast, and then we also have a brand new mobile app\n\n49\n00:02:17.750 --> 00:02:18.200\ncalled\n\n50\n00:02:18.200 --> 00:02:21.780\nHow Leaders Lead, which I would imagine we'll talk about here in just a little\n\n51\n00:02:21.780 --> 00:02:22.200\nbit.\n\n52\n00:02:22.200 --> 00:02:27.520\nAnd then at the University of Missouri, we have the Novak Leadership Institute.\n\n53\n00:02:27.520 --> 00:02:31.590\nAnd what's really exciting about what's going on there is that starting this\n\n54\n00:02:31.590 --> 00:02:31.920\nfall, every\n\n55\n00:02:31.920 --> 00:02:35.400\nsingle freshman student at Missouri is going to be going through some of our\n\n56\n00:02:35.400 --> 00:02:36.000\nleadership\n\n57\n00:02:36.000 --> 00:02:40.770\ncurriculum, and they're even launching a leadership minor, which I just believe\n\n58\n00:02:40.770 --> 00:02:41.720\nthat these students\n\n59\n00:02:41.720 --> 00:02:45.000\nhave leadership skills before they launch into their careers.\n\n60\n00:02:45.000 --> 00:02:48.040\nIt's just going to help them be even more successful.\n\n61\n00:02:48.040 --> 00:02:50.960\nAnd then the third brand is our middle and high school leadership program\n\n62\n00:02:50.960 --> 00:02:52.800\ncalled Lead for Change.\n\n63\n00:02:52.800 --> 00:02:56.660\nAnd Lead for Change is the largest privately funded leadership development\n\n64\n00:02:56.660 --> 00:02:57.320\nprogram for\n\n65\n00:02:57.320 --> 00:03:00.320\nmiddle and high school students in the country.\n\n66\n00:03:00.320 --> 00:03:04.660\nSo over two million kids have been through Lead for Change, and they learn\n\n67\n00:03:04.660 --> 00:03:05.440\nleadership\n\n68\n00:03:05.440 --> 00:03:08.120\nskills by doing community service projects.\n\n69\n00:03:08.120 --> 00:03:11.870\nSo they form teams, come up with ideas for how they can go out and make a\n\n70\n00:03:11.870 --> 00:03:12.640\ndifference\n\n71\n00:03:12.640 --> 00:03:16.000\nin their community, and then they make it happen.\n\n72\n00:03:16.000 --> 00:03:20.000\nAnd it's incredible the different projects that these students come up with.\n\n73\n00:03:20.000 --> 00:03:23.910\nAnd then finally, for elementary school students, we have a program called\n\n74\n00:03:23.910 --> 00:03:25.220\nGlobal Game Changers.\n\n75\n00:03:25.220 --> 00:03:29.160\nAnd with elementary school students, we teach them leadership with what we call\n\n76\n00:03:29.160 --> 00:03:29.760\nthe super\n\n77\n00:03:29.760 --> 00:03:36.400\npower equation, which is, \"My talent plus my heart equals my superpower.\"\n\n78\n00:03:36.400 --> 00:03:41.220\nSo from a very early age, we're helping kids understand that if they use their\n\n79\n00:03:41.220 --> 00:03:41.800\ngifts, put\n\n80\n00:03:41.800 --> 00:03:46.000\ntheir heart into it, they actually can make a difference, even as kids, which\n\n81\n00:03:46.000 --> 00:03:46.800\nis amazing.\n\n82\n00:03:46.800 --> 00:03:51.540\nSo four brands helping develop leaders at every stage of life and our teams\n\n83\n00:03:51.540 --> 00:03:52.400\npassionate\n\n84\n00:03:52.400 --> 00:03:55.320\nabout the work that we get to do each and every week.\n\n85\n00:03:55.320 --> 00:04:00.350\nYou know, jumping ahead towards just the whole aspiring leader perspective,\n\n86\n00:04:00.350 --> 00:04:01.160\nprofessional\n\n87\n00:04:01.160 --> 00:04:05.640\nperspective, what's the biggest challenge that leaders are facing today?\n\n88\n00:04:05.640 --> 00:04:09.780\nWell, David, something that I've learned from you is if you want to grow a\n\n89\n00:04:09.780 --> 00:04:10.680\nbusiness,\n\n90\n00:04:10.680 --> 00:04:14.810\nyou can solve the biggest problem that occurs most frequently for your\n\n91\n00:04:14.810 --> 00:04:15.680\ncustomers.\n\n92\n00:04:15.680 --> 00:04:19.770\nAnd I remember hearing you tell me stories about at Taco Bell how 70% of the\n\n93\n00:04:19.770 --> 00:04:20.400\nbusiness\n\n94\n00:04:20.400 --> 00:04:22.960\nwas happening through the drive-through.\n\n95\n00:04:22.960 --> 00:04:26.110\nBut what you found in surveying customers is they were saying that the products\n\n96\n00:04:26.110 --> 00:04:26.440\nwere\n\n97\n00:04:26.440 --> 00:04:27.760\ntoo messy.\n\n98\n00:04:27.760 --> 00:04:31.480\nAnd so what you and the team did is you created more portable products, and\n\n99\n00:04:31.480 --> 00:04:32.400\nwell, guess what\n\n100\n00:04:32.400 --> 00:04:33.640\nhappens to revenue?\n\n101\n00:04:33.640 --> 00:04:35.240\nIt increases.\n\n102\n00:04:35.240 --> 00:04:39.470\nAnd so what we did as a team is we wanted to find out what that big challenge\n\n103\n00:04:39.470 --> 00:04:39.960\nwas for\n\n104\n00:04:39.960 --> 00:04:41.640\nleaders today.\n\n105\n00:04:41.640 --> 00:04:44.120\nAnd so we did a problem detection study.\n\n106\n00:04:44.120 --> 00:04:48.840\nWe had a lot of conversations with people in addition to surveys.\n\n107\n00:04:48.840 --> 00:04:53.190\nAnd what we discovered, the biggest problem that occurs most frequently for\n\n108\n00:04:53.190 --> 00:04:54.640\nleaders today\n\n109\n00:04:54.640 --> 00:04:56.600\nis time.\n\n110\n00:04:56.600 --> 00:04:58.000\nIt's time.\n\n111\n00:04:58.000 --> 00:05:00.960\nWe thought perhaps that maybe it was money.\n\n112\n00:05:00.960 --> 00:05:04.630\nYou know, maybe people didn't have the budget or resources to invest in their\n\n113\n00:05:04.630 --> 00:05:05.560\nown development,\n\n114\n00:05:05.560 --> 00:05:07.360\nbut that's not it at all.\n\n115\n00:05:07.360 --> 00:05:11.910\nThey want to become better leaders, but the reality is for a lot of them, they\n\n116\n00:05:11.910 --> 00:05:12.520\njust don't\n\n117\n00:05:12.520 --> 00:05:14.800\nhave the time.\n\n118\n00:05:14.800 --> 00:05:20.240\nHow did you figure out what we should do to really tackle this problem?\n\n119\n00:05:20.240 --> 00:05:24.260\nSo the first step for us putting together the strategy was to find out what the\n\n120\n00:05:24.260 --> 00:05:24.840\nproblems\n\n121\n00:05:24.840 --> 00:05:26.280\nwere that people were up against.\n\n122\n00:05:26.280 --> 00:05:30.540\nAnd after we discovered that it was time, that's really where we started to ide\n\n123\n00:05:30.540 --> 00:05:31.320\nate around,\n\n124\n00:05:31.320 --> 00:05:33.120\nokay, what can we create?\n\n125\n00:05:33.120 --> 00:05:37.320\nWhat product can we create that would have the greatest impact on people?\n\n126\n00:05:37.320 --> 00:05:40.520\nAnd so we created almost like a set of rules.\n\n127\n00:05:40.520 --> 00:05:43.840\nWe knew that the podcast was the anchor for the business.\n\n128\n00:05:43.840 --> 00:05:45.000\nWe love the podcast.\n\n129\n00:05:45.000 --> 00:05:46.320\nYou love the podcast.\n\n130\n00:05:46.320 --> 00:05:47.680\nWe have so many incredible guests.\n\n131\n00:05:47.680 --> 00:05:51.830\nI know that people are learning from these leaders each and every week, but\n\n132\n00:05:51.830 --> 00:05:52.480\nthen we started\n\n133\n00:05:52.480 --> 00:05:57.910\nlooking at some other categories, some other industries, and two in particular\n\n134\n00:05:57.910 --> 00:05:58.760\nreally stood\n\n135\n00:05:58.760 --> 00:06:00.280\nout to us.\n\n136\n00:06:00.280 --> 00:06:05.370\nSo the Bible app has hundreds of millions of people who have downloaded their\n\n137\n00:06:05.370 --> 00:06:05.880\napp, but\n\n138\n00:06:05.880 --> 00:06:09.700\nwhat they do is every single day they have a verse of the day, they have a\n\n139\n00:06:09.700 --> 00:06:10.400\nlittle bit\n\n140\n00:06:10.400 --> 00:06:13.890\nof content each and every day that's refreshed to just get your mind right, get\n\n141\n00:06:13.890 --> 00:06:14.240\nyour day\n\n142\n00:06:14.240 --> 00:06:16.440\nstarted in the right direction.\n\n143\n00:06:16.440 --> 00:06:18.600\nAnd so that was really interesting.\n\n144\n00:06:18.600 --> 00:06:21.480\nAnd the other thing we were looking at was Spotify.\n\n145\n00:06:21.480 --> 00:06:26.590\nAnd what I believe has made Spotify so successful is how they leverage play\n\n146\n00:06:26.590 --> 00:06:27.400\nlists.\n\n147\n00:06:27.400 --> 00:06:32.670\nSo what we ended up creating, what we came up with was what if we created an\n\n148\n00:06:32.670 --> 00:06:33.320\napp and\n\n149\n00:06:33.320 --> 00:06:37.800\nfound a way to almost marry together, the Bible app was Spotify.\n\n150\n00:06:37.800 --> 00:06:41.800\nAnd so if you go to the app store right now, you can download the How Leaders\n\n151\n00:06:41.800 --> 00:06:42.560\nLead app.\n\n152\n00:06:42.560 --> 00:06:47.130\nAnd what we've done is we've taken the 170 podcast interviews that we've done\n\n153\n00:06:47.130 --> 00:06:47.560\non the\n\n154\n00:06:47.560 --> 00:06:52.400\nshow and broken them up into one to two minute soundbites.\n\n155\n00:06:52.400 --> 00:06:55.160\nAnd the first thing that you're going to see when you open up the app is a\n\n156\n00:06:55.160 --> 00:06:56.040\nlittle video.\n\n157\n00:06:56.040 --> 00:07:01.430\nSo that's our daily leadership insight where in under two minutes, you get to\n\n158\n00:07:01.430 --> 00:07:02.200\nlearn from\n\n159\n00:07:02.200 --> 00:07:05.080\nsome of the best leaders in the world.\n\n160\n00:07:05.080 --> 00:07:10.050\nAnd here's the thing, we want people to create a leadership habit where they\n\n161\n00:07:10.050 --> 00:07:10.880\nstart their day\n\n162\n00:07:10.880 --> 00:07:16.070\nlearning from incredible leaders, but then applying those lessons to their day\n\n163\n00:07:16.070 --> 00:07:16.760\nto day.\n\n164\n00:07:16.760 --> 00:07:19.280\nSo we're off to a great start.\n\n165\n00:07:19.280 --> 00:07:23.210\nAnd I'm really looking forward to seeing the impact that this app is going to\n\n166\n00:07:23.210 --> 00:07:23.880\nhave on the\n\n167\n00:07:23.880 --> 00:07:26.200\nlives of so many leaders.\n\n168\n00:07:26.200 --> 00:07:29.240\nLaunching something like this is no small undertaking.\n\n169\n00:07:29.240 --> 00:07:35.260\nI'm curious, what's been the biggest leadership challenge bringing this app to\n\n170\n00:07:35.260 --> 00:07:35.640\nlife?\n\n171\n00:07:35.640 --> 00:07:39.520\nSomething I learned from one of the podcast guests we've had on this show is\n\n172\n00:07:39.520 --> 00:07:40.320\nUri Levine,\n\n173\n00:07:40.320 --> 00:07:43.600\nand he's the co-founder of Waze.\n\n174\n00:07:43.600 --> 00:07:47.500\nSo we've learned quite a bit from him because here's a guy who knows what it\n\n175\n00:07:47.500 --> 00:07:48.440\ntakes to launch\n\n176\n00:07:48.440 --> 00:07:50.400\na successful app.\n\n177\n00:07:50.400 --> 00:07:56.120\nAnd what he says is the biggest enemy of good enough is perfect.\n\n178\n00:07:56.120 --> 00:07:59.490\nSo I would actually say the biggest challenge that our team has faced in\n\n179\n00:07:59.490 --> 00:08:00.560\ncreating this app\n\n180\n00:08:00.560 --> 00:08:04.880\nis finding that balance between a version of the app that is good enough,\n\n181\n00:08:04.880 --> 00:08:05.880\nsomething that\n\n182\n00:08:05.880 --> 00:08:09.990\nis going to offer value to anybody who would download the app and use it while\n\n183\n00:08:09.990 --> 00:08:10.800\nalso knowing\n\n184\n00:08:10.800 --> 00:08:13.360\nthat we want to keep making it better and better.\n\n185\n00:08:13.360 --> 00:08:18.620\nAnd so what I feel like we've done is the version that is live right now is\n\n186\n00:08:18.620 --> 00:08:19.520\nincredible.\n\n187\n00:08:19.520 --> 00:08:20.520\nI love it.\n\n188\n00:08:20.520 --> 00:08:25.270\nAnd we also have a pretty robust product plan that we're going to be rolling\n\n189\n00:08:25.270 --> 00:08:26.040\nout to just\n\n190\n00:08:26.040 --> 00:08:27.560\nkeep making it better and better.\n\n191\n00:08:27.560 --> 00:08:30.830\nBut the thing that we're really trying to do is get people in the app using it\n\n192\n00:08:30.830 --> 00:08:31.240\nand then\n\n193\n00:08:31.240 --> 00:08:35.900\nhave the future versions of it be built and inspired by some of the feedback\n\n194\n00:08:35.900 --> 00:08:36.640\nthat we're\n\n195\n00:08:36.640 --> 00:08:39.080\ngetting from our customers.\n\n196\n00:08:39.080 --> 00:08:43.280\nHow much fun is it to create a product from scratch?\n\n197\n00:08:43.280 --> 00:08:47.200\nWell, creating something from scratch is a ton of fun.\n\n198\n00:08:47.200 --> 00:08:50.980\nAnd one of the reasons why it's been so much fun is been just the approach that\n\n199\n00:08:50.980 --> 00:08:51.840\nwe've taken\n\n200\n00:08:51.840 --> 00:08:53.640\nto create this app.\n\n201\n00:08:53.640 --> 00:08:57.000\nSo we pulled together a really great team of people.\n\n202\n00:08:57.000 --> 00:09:01.280\nAnd what I've loved so much about how we've been interacting together is it's\n\n203\n00:09:01.280 --> 00:09:02.720\nvery collaborative.\n\n204\n00:09:02.720 --> 00:09:07.310\nSo we are bringing ideas to the table, discussing them as a group and then\n\n205\n00:09:07.310 --> 00:09:08.600\nallowing the group\n\n206\n00:09:08.600 --> 00:09:10.520\nto help make those decisions.\n\n207\n00:09:10.520 --> 00:09:14.990\nAnd one thing that David I've learned from you is if you take the joy of the\n\n208\n00:09:14.990 --> 00:09:15.720\ndecision\n\n209\n00:09:15.720 --> 00:09:19.680\naway from somebody, you take the joy of the job away.\n\n210\n00:09:19.680 --> 00:09:22.880\nAnd one thing I've been really intentional about and leading this project is\n\n211\n00:09:22.880 --> 00:09:23.280\nthat I'm\n\n212\n00:09:23.280 --> 00:09:25.760\nnot making every single decision.\n\n213\n00:09:25.760 --> 00:09:29.680\nI want to offer my suggestions and insights just like anybody else.\n\n214\n00:09:29.680 --> 00:09:34.220\nBut I really have empowered the team to make decisions, especially when we're\n\n215\n00:09:34.220 --> 00:09:35.000\ntalking about\n\n216\n00:09:35.000 --> 00:09:37.720\nthings that are outside of my expertise.\n\n217\n00:09:37.720 --> 00:09:42.140\nAnd so for anybody creating anything from scratch, when you can be dreaming up\n\n218\n00:09:42.140 --> 00:09:42.800\nsomething\n\n219\n00:09:42.800 --> 00:09:45.560\nand then have a team to go out and execute it and to do it in a really\n\n220\n00:09:45.560 --> 00:09:47.120\ncollaborative way,\n\n221\n00:09:47.120 --> 00:09:49.880\nI just feel like that's the best way to do it.\n\n222\n00:09:49.880 --> 00:09:51.680\nAnd it's been a lot of fun for us for sure.\n\n223\n00:09:51.680 --> 00:10:00.270\nHave you ever wondered what David is thinking as he interviews our guests each\n\n224\n00:10:00.270 --> 00:10:00.800\nweek?\n\n225\n00:10:00.800 --> 00:10:04.910\nOr have you been interested in hearing David's take on some of the questions\n\n226\n00:10:04.910 --> 00:10:05.560\nthat he asks\n\n227\n00:10:05.560 --> 00:10:06.560\nhis guests?\n\n228\n00:10:06.560 --> 00:10:10.000\nWell, I do and I know a lot of you do too.\n\n229\n00:10:10.000 --> 00:10:13.450\nMy name is Koolah Callahan and together with David, I host the three more\n\n230\n00:10:13.450 --> 00:10:14.760\nquestions podcast\n\n231\n00:10:14.760 --> 00:10:16.840\nthat airs every Monday.\n\n232\n00:10:16.840 --> 00:10:20.740\nThese episodes are just about 15 minutes and in them I asked David three\n\n233\n00:10:20.740 --> 00:10:21.640\nquestions that\n\n234\n00:10:21.640 --> 00:10:26.360\ndive deeper into the themes of his episode with his guests.\n\n235\n00:10:26.360 --> 00:10:29.870\nDavid shares incredible insights and stories from his career leading young\n\n236\n00:10:29.870 --> 00:10:30.680\nbrands and all\n\n237\n00:10:30.680 --> 00:10:33.840\nof his answers are super practical and inspiring.\n\n238\n00:10:33.840 --> 00:10:36.780\nLike this great insight, David shared and one of our most recent three more\n\n239\n00:10:36.780 --> 00:10:38.560\nquestions episodes.\n\n240\n00:10:38.560 --> 00:10:43.010\nI think it's important that every leader gives everyone in the organization the\n\n241\n00:10:43.010 --> 00:10:43.600\nsense that\n\n242\n00:10:43.600 --> 00:10:45.240\nthey count.\n\n243\n00:10:45.240 --> 00:10:49.800\nEvery great culture basically starts with that, the notion that everyone can\n\n244\n00:10:49.800 --> 00:10:51.120\nmake a difference.\n\n245\n00:10:51.120 --> 00:10:55.560\nI always used to say, what are you doing in your piece of yum?\n\n246\n00:10:55.560 --> 00:11:00.320\nBecause if you do your job well and everybody does their job well at yum, there\n\n247\n00:11:00.320 --> 00:11:00.920\n's no way\n\n248\n00:11:00.920 --> 00:11:04.240\nwe can't possibly maximize our results.\n\n249\n00:11:04.240 --> 00:11:09.260\nAnd I think it's the leader's job to let everyone know that what they do is\n\n250\n00:11:09.260 --> 00:11:09.960\nvalued,\n\n251\n00:11:09.960 --> 00:11:14.840\nwhat they do is appreciated and what they do really matters.\n\n252\n00:11:14.840 --> 00:11:19.120\nAnd together, if we all do our jobs well, there's no way we can't win.\n\n253\n00:11:19.120 --> 00:11:23.210\nGet the three more questions podcast in your feed each Monday and dive even\n\n254\n00:11:23.210 --> 00:11:23.960\ndeeper into\n\n255\n00:11:23.960 --> 00:11:25.800\nthe episodes you know and love.\n\n256\n00:11:25.800 --> 00:11:30.600\nJust subscribe to How Leaders Lead wherever you get your podcasts.\n\n257\n00:11:30.600 --> 00:11:39.120\nTim, you know, I want to talk more about how you lead.\n\n258\n00:11:39.120 --> 00:11:40.880\nBut first, I want to take you back.\n\n259\n00:11:40.880 --> 00:11:45.150\nWhat's the story from your childhood that really shaped the kind of leader you\n\n260\n00:11:45.150 --> 00:11:45.920\nare today?\n\n261\n00:11:45.920 --> 00:11:52.160\nSo when I was in high school, I started playing golf when I was a sophomore.\n\n262\n00:11:52.160 --> 00:11:57.400\nAnd I actually set a goal my senior year to make it to state.\n\n263\n00:11:57.400 --> 00:12:00.800\nAnd so after I set that goal, I was going to do whatever it took.\n\n264\n00:12:00.800 --> 00:12:04.400\nSo I was playing six, seven days a week.\n\n265\n00:12:04.400 --> 00:12:08.060\nAnd there are so many nights that I can remember being out on the putting green\n\n266\n00:12:08.060 --> 00:12:08.960\nafter dark with\n\n267\n00:12:08.960 --> 00:12:14.110\nmy headlights shining on the green, practicing my four footers and chipping and\n\n268\n00:12:14.110 --> 00:12:14.640\nputting.\n\n269\n00:12:14.640 --> 00:12:17.640\nAnd fortunately, I reached my goal.\n\n270\n00:12:17.640 --> 00:12:18.960\nI made it to state.\n\n271\n00:12:18.960 --> 00:12:23.080\nI remember I think I shot 77 in our district tournament.\n\n272\n00:12:23.080 --> 00:12:25.200\nAnd that was enough to qualify for state.\n\n273\n00:12:25.200 --> 00:12:26.880\nAnd so I was thrilled, of course.\n\n274\n00:12:26.880 --> 00:12:31.320\nBut I would say the biggest lesson that I learned from that is, and the lesson\n\n275\n00:12:31.320 --> 00:12:34.160\nI've carried with me today is\n\n276\n00:12:34.160 --> 00:12:38.680\nif you're willing to do the work, you can actually reach your goals.\n\n277\n00:12:38.680 --> 00:12:40.920\nYou can make your dreams come true.\n\n278\n00:12:40.920 --> 00:12:45.130\nBut sometimes it's going to require you shining your headlights on the putting\n\n279\n00:12:45.130 --> 00:12:46.720\ngreen in the dark.\n\n280\n00:12:46.720 --> 00:12:52.040\nAnd being willing to do the work other people might not be willing to do is how\n\n281\n00:12:52.040 --> 00:12:52.560\nyou can really\n\n282\n00:12:52.560 --> 00:12:57.680\nget ahead and make progress on the things that you really are passionate about.\n\n283\n00:12:57.680 --> 00:13:02.280\nEarly on in your career, I know that you spent some time at Tom's shoes.\n\n284\n00:13:02.280 --> 00:13:05.040\nWhat'd that experience teach you?\n\n285\n00:13:05.040 --> 00:13:08.640\nSo Blake Mykoski is who started Tom's shoes.\n\n286\n00:13:08.640 --> 00:13:13.120\nAnd Tom's became famous for their one-for-one business model.\n\n287\n00:13:13.120 --> 00:13:17.650\nSo for every pair of shoes that they sold, they gave a pair of shoes to a child\n\n288\n00:13:17.650 --> 00:13:18.400\nin need.\n\n289\n00:13:18.400 --> 00:13:21.400\nAnd when I was at Tom's, it was actually very early on.\n\n290\n00:13:21.400 --> 00:13:27.450\nAt that time, they were celebrating giving away 200,000 pairs of shoes where\n\n291\n00:13:27.450 --> 00:13:27.720\ntoday,\n\n292\n00:13:27.720 --> 00:13:32.520\nthey've now given away over 95 million pairs of shoes.\n\n293\n00:13:32.520 --> 00:13:36.480\nThe company has grown a crazy amount the past 15 years.\n\n294\n00:13:36.480 --> 00:13:41.670\nBut what I really love about what Tom's has done is the approach to the\n\n295\n00:13:41.670 --> 00:13:43.320\nbusiness and how\n\n296\n00:13:43.320 --> 00:13:45.880\nthey've gone about that kind of success.\n\n297\n00:13:45.880 --> 00:13:50.260\nSo Blake, when he started Tom's, where the idea even came from, he was in\n\n298\n00:13:50.260 --> 00:13:51.360\nArgentina and\n\n299\n00:13:51.360 --> 00:13:55.200\nsaw some kids there without shoes and learned that these kids don't have shoes,\n\n300\n00:13:55.200 --> 00:13:55.800\nthey can't\n\n301\n00:13:55.800 --> 00:13:57.400\ngo to school.\n\n302\n00:13:57.400 --> 00:14:01.720\nSo here he was this entrepreneur and had an idea.\n\n303\n00:14:01.720 --> 00:14:06.940\nWhat if we could make 250 pairs of shoes that are styled after the traditional\n\n304\n00:14:06.940 --> 00:14:07.840\nArgentinian\n\n305\n00:14:07.840 --> 00:14:14.730\nshoes and go back to America and sell them and then have some shoes to bring\n\n306\n00:14:14.730 --> 00:14:15.840\nback to these\n\n307\n00:14:15.840 --> 00:14:18.240\nkids that didn't have any?\n\n308\n00:14:18.240 --> 00:14:23.640\nAnd so his dream, the goal at that time, was 250 pairs.\n\n309\n00:14:23.640 --> 00:14:28.280\nSo Blake works with this local shoe maker to create some shoes, takes 250 pairs\n\n310\n00:14:28.280 --> 00:14:28.760\nback to\n\n311\n00:14:28.760 --> 00:14:36.030\nthe United States and quickly actually sells 10,000 pairs of shoes and realize\n\n312\n00:14:36.030 --> 00:14:36.680\nthat he\n\n313\n00:14:36.680 --> 00:14:38.800\nhad a good but big problem.\n\n314\n00:14:38.800 --> 00:14:44.650\nAnd so he goes back to this local shoe maker and says, \"Mucho Zapato's Rapido,\n\n315\n00:14:44.650 --> 00:14:45.240\nlike mini\n\n316\n00:14:45.240 --> 00:14:46.800\nshoes fast.\"\n\n317\n00:14:46.800 --> 00:14:51.490\nAnd so they ended up, from that point, realizing they had this huge idea and\n\n318\n00:14:51.490 --> 00:14:52.560\nstarted to make\n\n319\n00:14:52.560 --> 00:14:56.800\na bunch of shoes and now Tom's has been this massive success.\n\n320\n00:14:56.800 --> 00:15:01.840\nBut Blake never set out to disrupt business with this brand new model, One for\n\n321\n00:15:01.840 --> 00:15:02.680\nOne, that\n\n322\n00:15:02.680 --> 00:15:06.830\nsome other people have now modeled their companies after, the people like Warby\n\n323\n00:15:06.830 --> 00:15:07.280\nParker\n\n324\n00:15:07.280 --> 00:15:08.880\nand others.\n\n325\n00:15:08.880 --> 00:15:11.640\nHe never set out to sell 95 million pairs of shoes.\n\n326\n00:15:11.640 --> 00:15:13.480\nHe was trying to sell 250.\n\n327\n00:15:13.480 --> 00:15:17.290\nAnd he also never set out to become the fastest growing shoe company in the\n\n328\n00:15:17.290 --> 00:15:17.880\nworld.\n\n329\n00:15:17.880 --> 00:15:21.440\nBut all of those things happened and the reason why I believe all of that\n\n330\n00:15:21.440 --> 00:15:22.800\nhappened is the\n\n331\n00:15:22.800 --> 00:15:25.920\nfocus that he had on just one life at a time.\n\n332\n00:15:25.920 --> 00:15:29.550\nAnd so I would say that's the lesson that I learned, the importance of focusing\n\n333\n00:15:29.550 --> 00:15:30.040\non one\n\n334\n00:15:30.040 --> 00:15:31.560\nlife at a time.\n\n335\n00:15:31.560 --> 00:15:35.200\nIf you do that, some really incredible things can happen and it definitely\n\n336\n00:15:35.200 --> 00:15:36.040\nworked out for\n\n337\n00:15:36.040 --> 00:15:37.540\nTom's.\n\n338\n00:15:37.540 --> 00:15:43.520\nYou then went on and you worked at Apple Retail when Steve Jobs was the CEO.\n\n339\n00:15:43.520 --> 00:15:48.560\nWhat stood out to you at the retail level about his leadership?\n\n340\n00:15:48.560 --> 00:15:53.200\nWell you and I both know that a leader casts a shadow.\n\n341\n00:15:53.200 --> 00:15:55.000\nPeople do what the leader does.\n\n342\n00:15:55.000 --> 00:15:58.760\nAnd so here Steve Jobs was the CEO of Apple when I was there.\n\n343\n00:15:58.760 --> 00:16:04.620\nBut I'm in a retail store, several levels below him and yet his impact was felt\n\n344\n00:16:04.620 --> 00:16:05.160\nacross\n\n345\n00:16:05.160 --> 00:16:07.160\nthe entire company.\n\n346\n00:16:07.160 --> 00:16:10.780\nAnd the first thing that I learned from him is just excellence being the price\n\n347\n00:16:10.780 --> 00:16:11.600\nof admission.\n\n348\n00:16:11.600 --> 00:16:14.000\nThat's something that we used to talk about at Apple all the time.\n\n349\n00:16:14.000 --> 00:16:18.410\nIf you ever walk into an Apple store, you'll see even the way that the cables\n\n350\n00:16:18.410 --> 00:16:19.200\nare managed\n\n351\n00:16:19.200 --> 00:16:21.000\nunder the tables.\n\n352\n00:16:21.000 --> 00:16:25.810\nIt's done with excellence and that is just a byproduct of Steve Jobs and his\n\n353\n00:16:25.810 --> 00:16:26.960\nleadership.\n\n354\n00:16:26.960 --> 00:16:29.910\nBut the other thing that I think Steve had this ability to do was help you\n\n355\n00:16:29.910 --> 00:16:30.440\nunderstand\n\n356\n00:16:30.440 --> 00:16:32.920\nthat you are a part of a larger story.\n\n357\n00:16:32.920 --> 00:16:38.510\nYou know, a bigger thing that was going on here than just selling iPhones and\n\n358\n00:16:38.510 --> 00:16:39.200\ncomputers.\n\n359\n00:16:39.200 --> 00:16:45.360\nAnd when I was there, that was right at the time when FaceTime was launched.\n\n360\n00:16:45.360 --> 00:16:49.800\nYou remember there were days when we didn't have cameras on cell phones or on\n\n361\n00:16:49.800 --> 00:16:50.440\niPods.\n\n362\n00:16:50.440 --> 00:16:55.440\nAnd I remember a day that I was working there and somebody came in wanting to\n\n363\n00:16:55.440 --> 00:16:56.240\nbuy an iPod\n\n364\n00:16:56.240 --> 00:16:57.240\ntouch.\n\n365\n00:16:57.240 --> 00:16:59.680\nBut this person was deaf.\n\n366\n00:16:59.680 --> 00:17:03.430\nAnd so what we did is we walked over to computer and we just were typing\n\n367\n00:17:03.430 --> 00:17:04.440\nmessages back and\n\n368\n00:17:04.440 --> 00:17:05.440\nforth.\n\n369\n00:17:05.440 --> 00:17:08.460\nAnd we're getting towards the end of the conversation and she says, \"Hey, I\n\n370\n00:17:08.460 --> 00:17:09.320\njust want to call my\n\n371\n00:17:09.320 --> 00:17:10.320\nhusband.\"\n\n372\n00:17:10.320 --> 00:17:13.240\nAnd I remember thinking, \"How are you going to call your husband?\"\n\n373\n00:17:13.240 --> 00:17:18.750\nBut she pulls out her phone and is able to do sign language with him through\n\n374\n00:17:18.750 --> 00:17:19.720\nher FaceTime\n\n375\n00:17:19.720 --> 00:17:21.680\ncamera.\n\n376\n00:17:21.680 --> 00:17:26.630\nAnd that was such a huge moment for me because I realized this is selling more\n\n377\n00:17:26.630 --> 00:17:27.360\nthan just\n\n378\n00:17:27.360 --> 00:17:29.360\nphones and computers.\n\n379\n00:17:29.360 --> 00:17:33.850\nLike there is a bigger thing that is happening here where we are able to enrich\n\n380\n00:17:33.850 --> 00:17:34.520\npeople's\n\n381\n00:17:34.520 --> 00:17:36.720\nlives with the products that we're selling.\n\n382\n00:17:36.720 --> 00:17:41.100\nAnd so I think Steve Jobs always did a really great job of helping people\n\n383\n00:17:41.100 --> 00:17:42.200\nrealize not only\n\n384\n00:17:42.200 --> 00:17:45.940\nthat we should do everything that we do with excellence, but also just the\n\n385\n00:17:45.940 --> 00:17:46.640\nimpact that\n\n386\n00:17:46.640 --> 00:17:51.710\neven something like an iPhone can have on someone's life and I love that part\n\n387\n00:17:51.710 --> 00:17:52.400\nof it.\n\n388\n00:17:52.400 --> 00:17:55.890\nAnd then Tim, you go on and you become the chief operating officer of Story\n\n389\n00:17:55.890 --> 00:17:56.640\nbrand, which\n\n390\n00:17:56.640 --> 00:18:00.420\nis one of the leading marketing companies that helps brands cut through the\n\n391\n00:18:00.420 --> 00:18:01.600\nclutter and simplify\n\n392\n00:18:01.600 --> 00:18:02.600\ntheir messaging.\n\n393\n00:18:02.600 --> 00:18:07.140\nWhat are the top one to two things businesses need to do if they want to be\n\n394\n00:18:07.140 --> 00:18:08.280\nmore effective\n\n395\n00:18:08.280 --> 00:18:10.360\non that front?\n\n396\n00:18:10.360 --> 00:18:14.280\nWell something that we used to talk about at Storybrand all the time with our\n\n397\n00:18:14.280 --> 00:18:14.800\nclients\n\n398\n00:18:14.800 --> 00:18:22.050\nis this idea of your company is not the hero, your customer is the hero and you\n\n399\n00:18:22.050 --> 00:18:22.840\nare the\n\n400\n00:18:22.840 --> 00:18:23.840\nguide.\n\n401\n00:18:23.840 --> 00:18:27.610\nSo when a lot of people's marketing, they just start talking about themselves\n\n402\n00:18:27.610 --> 00:18:28.040\nall the\n\n403\n00:18:28.040 --> 00:18:31.760\ntime, how great they are, the awards that they've won.\n\n404\n00:18:31.760 --> 00:18:36.770\nAnd if you really want people to lean in to be engaged with your brand, the way\n\n405\n00:18:36.770 --> 00:18:37.320\nthat you\n\n406\n00:18:37.320 --> 00:18:40.800\ndo that is to make them the hero.\n\n407\n00:18:40.800 --> 00:18:45.000\nWhat are the challenges that they are up against and how can you come alongside\n\n408\n00:18:45.000 --> 00:18:45.800\nthem to help\n\n409\n00:18:45.800 --> 00:18:47.760\nthem win the day?\n\n410\n00:18:47.760 --> 00:18:53.960\nAnd so really what that means is you are Yoda and they are Luke Skywalker.\n\n411\n00:18:53.960 --> 00:18:59.010\nSo just take a look at your website and just do a quick assessment on is this\n\n412\n00:18:59.010 --> 00:19:00.240\nwebsite talking\n\n413\n00:19:00.240 --> 00:19:05.820\nall about us and how great we are or is it inviting people into a story,\n\n414\n00:19:05.820 --> 00:19:07.080\ntalking about\n\n415\n00:19:07.080 --> 00:19:10.700\nthem and how you can help them solve whatever challenges that they are up\n\n416\n00:19:10.700 --> 00:19:11.400\nagainst.\n\n417\n00:19:11.400 --> 00:19:16.300\nAnd the second thing I would say is to solve a problem, identify what your\n\n418\n00:19:16.300 --> 00:19:18.000\ncustomer's problem\n\n419\n00:19:18.000 --> 00:19:19.920\nis and help them do that.\n\n420\n00:19:19.920 --> 00:19:24.710\nSo if you think about any movie that you go see in the first five minutes, you\n\n421\n00:19:24.710 --> 00:19:25.320\nare going\n\n422\n00:19:25.320 --> 00:19:29.520\nto be introduced to a character who wants something, they have some ambition\n\n423\n00:19:29.520 --> 00:19:30.040\nand then\n\n424\n00:19:30.040 --> 00:19:32.200\nthey are going to encounter a problem.\n\n425\n00:19:32.200 --> 00:19:37.210\nAnd so the rest of the movie is us sitting there for two hours trying to see if\n\n426\n00:19:37.210 --> 00:19:38.360\nthis hero,\n\n427\n00:19:38.360 --> 00:19:41.920\nthe hero in the movie is going to overcome their challenge.\n\n428\n00:19:41.920 --> 00:19:47.070\nAnd we as companies need to actually be in that business is helping people\n\n429\n00:19:47.070 --> 00:19:47.960\nsolve their\n\n430\n00:19:47.960 --> 00:19:49.160\nproblems.\n\n431\n00:19:49.160 --> 00:19:53.830\nSo if you are a restaurant, you are solving the problem of hunger or if you\n\n432\n00:19:53.830 --> 00:19:54.560\nmake golf\n\n433\n00:19:54.560 --> 00:19:58.430\nclubs, you are trying to help these golfers, hit it even further off the tee\n\n434\n00:19:58.430 --> 00:19:59.120\nthan they were\n\n435\n00:19:59.120 --> 00:20:00.120\nlast year.\n\n436\n00:20:00.120 --> 00:20:04.180\nAnd so the more that you can also be talking about the ways that you are\n\n437\n00:20:04.180 --> 00:20:05.080\nhelping your\n\n438\n00:20:05.080 --> 00:20:09.940\ncustomers solve their problems and being known for solving that problem, I\n\n439\n00:20:09.940 --> 00:20:10.440\nthink that is\n\n440\n00:20:10.440 --> 00:20:14.160\ngoing to find you a lot more success and get you even more customers that are\n\n441\n00:20:14.160 --> 00:20:14.920\nleaning in\n\n442\n00:20:14.920 --> 00:20:17.600\nand engaging with your brand.\n\n443\n00:20:17.600 --> 00:20:22.680\nSo you work at Storybrand for almost a decade and I know as the chief operating\n\n444\n00:20:22.680 --> 00:20:23.480\nofficer,\n\n445\n00:20:23.480 --> 00:20:27.000\nyou are one of the main culture drivers.\n\n446\n00:20:27.000 --> 00:20:30.440\nHow were some of the key tenants that you really drove home as a leader?\n\n447\n00:20:30.440 --> 00:20:35.160\nWell, I remember one day I got invited over to Dave Ramsey's office, which is\n\n448\n00:20:35.160 --> 00:20:35.920\nbased here\n\n449\n00:20:35.920 --> 00:20:38.440\nin Nashville where I live.\n\n450\n00:20:38.440 --> 00:20:42.430\nAnd I got to be a part of a team meeting with 60 people from one of their\n\n451\n00:20:42.430 --> 00:20:43.560\ndivisions.\n\n452\n00:20:43.560 --> 00:20:49.000\nAnd they had a pretty standard staff meeting for the majority of it.\n\n453\n00:20:49.000 --> 00:20:51.950\nBut for the final couple of minutes, they did something I thought was pretty\n\n454\n00:20:51.950 --> 00:20:53.200\ninteresting.\n\n455\n00:20:53.200 --> 00:20:55.400\nThey did what they called shout outs.\n\n456\n00:20:55.400 --> 00:20:59.470\nSo for just a couple of minutes, various people went around and gave verbal\n\n457\n00:20:59.470 --> 00:21:00.360\npaths on the back\n\n458\n00:21:00.360 --> 00:21:04.320\nto one another for things that were happening behind the scenes that might have\n\n459\n00:21:04.320 --> 00:21:04.940\notherwise\n\n460\n00:21:04.940 --> 00:21:06.760\ngone unnoticed.\n\n461\n00:21:06.760 --> 00:21:10.950\nAnd I remember thinking at that moment, that is something that we are going to\n\n462\n00:21:10.950 --> 00:21:11.480\ndo at all\n\n463\n00:21:11.480 --> 00:21:14.840\nof our Storybrand staff meetings moving on.\n\n464\n00:21:14.840 --> 00:21:16.880\nAnd that's exactly what happened.\n\n465\n00:21:16.880 --> 00:21:20.730\nBut that really was the beginning for me to start to see the power of\n\n466\n00:21:20.730 --> 00:21:21.760\nrecognition and\n\n467\n00:21:21.760 --> 00:21:26.460\nhelping people understand that they mattered and that they were making a\n\n468\n00:21:26.460 --> 00:21:27.680\ncontribution.\n\n469\n00:21:27.680 --> 00:21:31.850\nAnd so that idea of recognition was something that I would make a really big\n\n470\n00:21:31.850 --> 00:21:32.480\ndeal of as\n\n471\n00:21:32.480 --> 00:21:33.480\na leader.\n\n472\n00:21:33.480 --> 00:21:38.980\nAnd I would say probably the most fun that I ever had recognizing somebody was\n\n473\n00:21:38.980 --> 00:21:39.480\nat the\n\n474\n00:21:39.480 --> 00:21:45.660\nend of the year, we would have our employees vote on one person to win an\n\n475\n00:21:45.660 --> 00:21:47.040\nequivalent of\n\n476\n00:21:47.040 --> 00:21:49.520\nan employee of the year award.\n\n477\n00:21:49.520 --> 00:21:52.880\nAnd we actually called it, \"We'd be screwed without you.\"\n\n478\n00:21:52.880 --> 00:21:56.990\nAnd so our entire team was voting on who is the one person in the company that\n\n479\n00:21:56.990 --> 00:21:57.400\nwe would\n\n480\n00:21:57.400 --> 00:21:59.560\nbe screwed without them.\n\n481\n00:21:59.560 --> 00:22:04.630\nAnd so this particular person that won the award that year were a huge Saints\n\n482\n00:22:04.630 --> 00:22:05.240\nfan, New\n\n483\n00:22:05.240 --> 00:22:06.920\nOrleans Saints fan.\n\n484\n00:22:06.920 --> 00:22:13.890\nAnd so I was able to track down Drew Brees and got a video of him recording the\n\n485\n00:22:13.890 --> 00:22:14.960\nannouncement\n\n486\n00:22:14.960 --> 00:22:22.760\nof this person as the winner.\n\n487\n00:22:22.760 --> 00:22:24.600\nAnd just the look on his face.\n\n488\n00:22:24.600 --> 00:22:28.600\nI mean, first of all, Drew Brees pops up on the screen and then he says this\n\n489\n00:22:28.600 --> 00:22:29.200\nperson by\n\n490\n00:22:29.200 --> 00:22:30.200\nname.\n\n491\n00:22:30.200 --> 00:22:35.060\nTyler, I want to announce you as the winner of the \"We'd be screwed without you\n\n492\n00:22:35.060 --> 00:22:35.760\n\" award.\n\n493\n00:22:35.760 --> 00:22:38.280\nAnd he was just losing his mind.\n\n494\n00:22:38.280 --> 00:22:39.920\nIt was so much fun.\n\n495\n00:22:39.920 --> 00:22:43.480\nBut I just love what happens when people feel recognized.\n\n496\n00:22:43.480 --> 00:22:45.560\nAnd it's a big part of my leadership.\n\n497\n00:22:45.560 --> 00:22:48.480\nAnd I know it's a huge part of your leadership as well.\n\n498\n00:22:48.480 --> 00:22:52.960\nTim, you write this book called \"The Secret Society of Success.\"\n\n499\n00:22:52.960 --> 00:22:55.040\nWhat is the secret society of success?\n\n500\n00:22:55.040 --> 00:22:57.280\nI want to be in it.\n\n501\n00:22:57.280 --> 00:23:00.320\nWell, I'll tell you about it.\n\n502\n00:23:00.320 --> 00:23:04.640\nSo I'm sure everyone listening knows the story of Apollo 11.\n\n503\n00:23:04.640 --> 00:23:08.330\nYou know, you've got Neil Armstrong, Buzz Aldrin, one small step for man, one\n\n504\n00:23:08.330 --> 00:23:09.040\ngiant leap for\n\n505\n00:23:09.040 --> 00:23:10.040\nmankind.\n\n506\n00:23:10.040 --> 00:23:14.090\nBut what a lot of people don't know, there's a third astronaut on that mission\n\n507\n00:23:14.090 --> 00:23:14.400\nand his\n\n508\n00:23:14.400 --> 00:23:16.400\nname was Michael Collins.\n\n509\n00:23:16.400 --> 00:23:21.520\nSo Michael Collins is actually the guy that UBER, Neil and Buzz to the Moon.\n\n510\n00:23:21.520 --> 00:23:26.550\nSo he drops them off so those guys can do all the things that they had to do on\n\n511\n00:23:26.550 --> 00:23:26.920\nthe\n\n512\n00:23:26.920 --> 00:23:27.920\nMoon's surface.\n\n513\n00:23:27.920 --> 00:23:31.880\nWell, he actually stayed back in the command module and orbited the Moon\n\n514\n00:23:31.880 --> 00:23:32.840\nsomething like\n\n515\n00:23:32.840 --> 00:23:38.640\n26 times until those guys are ready to be picked up and brought back to Earth.\n\n516\n00:23:38.640 --> 00:23:43.510\nBut what I love about Michael Collins is that when he got back to Earth and sat\n\n517\n00:23:43.510 --> 00:23:44.160\ndown with\n\n518\n00:23:44.160 --> 00:23:49.560\nthe press, he talked about how content he was to have had one of those three\n\n519\n00:23:49.560 --> 00:23:50.440\nseats.\n\n520\n00:23:50.440 --> 00:23:54.360\nHe was just happy to be part of the mission.\n\n521\n00:23:54.360 --> 00:23:59.120\nAnd Michael is such a rarity because it just feels like in the world we live in\n\n522\n00:23:59.120 --> 00:23:59.760\ntoday,\n\n523\n00:23:59.760 --> 00:24:03.640\nif you want to be successful, you have to step into the spotlight.\n\n524\n00:24:03.640 --> 00:24:06.160\nYou have to have fame and money and power.\n\n525\n00:24:06.160 --> 00:24:09.560\nBut the secret society of success operates very differently.\n\n526\n00:24:09.560 --> 00:24:12.360\nThey show up in the world very differently.\n\n527\n00:24:12.360 --> 00:24:16.330\nAnd if there's a common denominator for what it means to be in the secret\n\n528\n00:24:16.330 --> 00:24:17.640\nsociety of success,\n\n529\n00:24:17.640 --> 00:24:21.320\nI'd say it's this idea of helping others win.\n\n530\n00:24:21.320 --> 00:24:25.280\nDavid, what I appreciate so much about your leadership is when you're running\n\n531\n00:24:25.280 --> 00:24:25.800\nyoung, you\n\n532\n00:24:25.800 --> 00:24:28.080\nhad 1.5 million employees.\n\n533\n00:24:28.080 --> 00:24:31.870\nIt would have been so easy for you to make it all about you, but you didn't do\n\n534\n00:24:31.870 --> 00:24:32.440\nthat.\n\n535\n00:24:32.440 --> 00:24:38.200\nI just feel like you use your position to serve more people.\n\n536\n00:24:38.200 --> 00:24:41.960\nAnd so that's what the secret society of success is all about.\n\n537\n00:24:41.960 --> 00:24:43.600\nYou, my friend, are in it.\n\n538\n00:24:43.600 --> 00:24:47.960\nI would actually say you're the poster child of the secret society of success.\n\n539\n00:24:47.960 --> 00:24:49.960\nBut that's really the big idea of the book.\n\n540\n00:24:49.960 --> 00:24:53.840\nAnd I'm just trying to help people kind of transition into a life where they\n\n541\n00:24:53.840 --> 00:24:54.280\ncan make\n\n542\n00:24:54.280 --> 00:24:56.200\nit about other people.\n\n543\n00:24:56.200 --> 00:24:59.560\nIsn't what you're really saying here is that success really comes from making\n\n544\n00:24:59.560 --> 00:25:00.920\nthe assist?\n\n545\n00:25:00.920 --> 00:25:01.920\nIt is.\n\n546\n00:25:01.920 --> 00:25:06.960\nAnd I remember when I was at Story Brand, I hired every single employee.\n\n547\n00:25:06.960 --> 00:25:11.560\nAnd one day there was an application that came through.\n\n548\n00:25:11.560 --> 00:25:16.400\nAnd on this person's resume, they had one of my very favorite companies listed.\n\n549\n00:25:16.400 --> 00:25:21.140\nAnd I was so excited to talk to them about what it was like to work at this\n\n550\n00:25:21.140 --> 00:25:22.040\ncompany.\n\n551\n00:25:22.040 --> 00:25:25.280\nSo we're in this interview and I'm like, okay, tell me everything.\n\n552\n00:25:25.280 --> 00:25:27.160\nI was so excited.\n\n553\n00:25:27.160 --> 00:25:30.200\nAnd she said something that I'll never forget.\n\n554\n00:25:30.200 --> 00:25:33.580\nShe was talking about this culture and she said, you know, it's a really\n\n555\n00:25:33.580 --> 00:25:34.240\ncompetitive\n\n556\n00:25:34.240 --> 00:25:37.040\nenvironment, but here's the thing.\n\n557\n00:25:37.040 --> 00:25:39.520\nNobody there has your back.\n\n558\n00:25:39.520 --> 00:25:42.960\nAnd I'm like, what do you mean nobody there has your back?\n\n559\n00:25:42.960 --> 00:25:47.230\nAnd she goes on to say that everyone there was so interested in their own\n\n560\n00:25:47.230 --> 00:25:48.320\nsuccess, their\n\n561\n00:25:48.320 --> 00:25:54.670\nown climb up the ladder that they would never do anything that looked like them\n\n562\n00:25:54.670 --> 00:25:55.440\nhelping\n\n563\n00:25:55.440 --> 00:26:00.280\nsomebody out or, you know, working on somebody else's project unless it had\n\n564\n00:26:00.280 --> 00:26:01.080\nsomething to\n\n565\n00:26:01.080 --> 00:26:04.280\ndo with serving their own agenda.\n\n566\n00:26:04.280 --> 00:26:08.520\nBut I've just found that for me, success is in the assist.\n\n567\n00:26:08.520 --> 00:26:13.580\nI just believe that some really amazing things can happen when you're willing\n\n568\n00:26:13.580 --> 00:26:14.840\nto come alongside\n\n569\n00:26:14.840 --> 00:26:17.840\nothers, try to make them successful.\n\n570\n00:26:17.840 --> 00:26:21.440\nI just believe that that's us on a better path.\n\n571\n00:26:21.440 --> 00:26:24.080\nAnd that's how I've tried to show up in my life for sure.\n\n572\n00:26:24.080 --> 00:26:33.320\nWe'll be back with the rest of my conversation with Tim Schur and just a moment\n\n573\n00:26:33.320 --> 00:26:33.400\n.\n\n574\n00:26:33.400 --> 00:26:36.600\nTim says that the success is in the assist.\n\n575\n00:26:36.600 --> 00:26:41.090\nAnd hey, maybe it's just the basketball metaphor, but it reminds me of this\n\n576\n00:26:41.090 --> 00:26:42.400\nterrific insight\n\n577\n00:26:42.400 --> 00:26:46.620\nfrom John Caliperi, the legendary basketball coach at the University of\n\n578\n00:26:46.620 --> 00:26:47.480\nKentucky.\n\n579\n00:26:47.480 --> 00:26:51.520\nIf you care about your people, you always have a job.\n\n580\n00:26:51.520 --> 00:26:55.420\nIf they know you're about them and you truly care and you're about their growth\n\n581\n00:26:55.420 --> 00:26:56.000\n, you'll\n\n582\n00:26:56.000 --> 00:26:57.760\nalways have a job.\n\n583\n00:26:57.760 --> 00:27:03.910\nAnd the best piece of advice I had was in 1989 by a guy named Pat Nardelli, who\n\n584\n00:27:03.910 --> 00:27:04.960\nwas our\n\n585\n00:27:04.960 --> 00:27:07.280\nsupporter for our high school basketball team.\n\n586\n00:27:07.280 --> 00:27:12.530\nAnd when I got the UMass job, he grabbed me and he says to me, remember this,\n\n587\n00:27:12.530 --> 00:27:13.160\nCal, you\n\n588\n00:27:13.160 --> 00:27:19.030\ncan have a bad deal with good people because stuff happens, but you can never\n\n589\n00:27:19.030 --> 00:27:19.960\nhave a good\n\n590\n00:27:19.960 --> 00:27:22.240\ndeal with bad people.\n\n591\n00:27:22.240 --> 00:27:23.240\nIt doesn't work.\n\n592\n00:27:23.240 --> 00:27:24.240\nIt doesn't.\n\n593\n00:27:24.240 --> 00:27:26.480\nI don't care what it smells like, how much you think you're going to make.\n\n594\n00:27:26.480 --> 00:27:27.480\nDon't do it.\n\n595\n00:27:27.480 --> 00:27:32.210\nSo for me, my entire time is when I bring people near me or the good people,\n\n596\n00:27:32.210 --> 00:27:33.160\nyou know, do they\n\n597\n00:27:33.160 --> 00:27:34.720\nhave good hearts?\n\n598\n00:27:34.720 --> 00:27:37.320\nAre they shares or takers?\n\n599\n00:27:37.320 --> 00:27:40.280\nDo they add energy or do they zap energy?\n\n600\n00:27:40.280 --> 00:27:45.060\nAnd those are the people around me, but the people that I'm here to coach, they\n\n601\n00:27:45.060 --> 00:27:45.360\ngot\n\n602\n00:27:45.360 --> 00:27:47.400\nto know, man, this guy cares about me.\n\n603\n00:27:47.400 --> 00:27:48.840\nThis guy's about my future.\n\n604\n00:27:48.840 --> 00:27:51.680\nThis guy is here to make me better.\n\n605\n00:27:51.680 --> 00:27:54.940\nIf you want to see the power of caring about your people, listen to the full\n\n606\n00:27:54.940 --> 00:27:55.680\nconversation\n\n607\n00:27:55.680 --> 00:28:03.760\nwith Coach Cow, episode 22 here on How Leaders Lead.\n\n608\n00:28:03.760 --> 00:28:10.680\nYou know, I know that one of my favorite, and I think it's one of your favorite\n\n609\n00:28:10.680 --> 00:28:11.520\npodcast\n\n610\n00:28:11.520 --> 00:28:17.170\nepisodes that we've done on How Leaders Lead was with Scott Hamilton, the\n\n611\n00:28:17.170 --> 00:28:18.600\nfamous ice skater.\n\n612\n00:28:18.600 --> 00:28:21.560\nAnd I know he's a mentor of yours.\n\n613\n00:28:21.560 --> 00:28:24.760\nWhat would you say has helped you the most on?\n\n614\n00:28:24.760 --> 00:28:29.900\nWhat Scott has helped me the most on is the way that I look at failure and the\n\n615\n00:28:29.900 --> 00:28:30.560\nway that\n\n616\n00:28:30.560 --> 00:28:33.960\nI view challenges and setbacks.\n\n617\n00:28:33.960 --> 00:28:40.290\nSo most people know Scott for winning the gold medal at the 1984 Olympics, but\n\n618\n00:28:40.290 --> 00:28:40.480\nwhat\n\n619\n00:28:40.480 --> 00:28:44.840\nhe's done off the ice is what's impressed me most about him as I've gotten to\n\n620\n00:28:44.840 --> 00:28:46.080\nknow him.\n\n621\n00:28:46.080 --> 00:28:51.480\nSo here's this guy who's had cancer and multiple brain tumors.\n\n622\n00:28:51.480 --> 00:28:56.720\nBut when he talks about those things, he talks about it as a blessing.\n\n623\n00:28:56.720 --> 00:29:00.720\nIt's just this incredible perspective that he has.\n\n624\n00:29:00.720 --> 00:29:05.830\nAnd if you would have asked me before I met Scott, what success looks like, I\n\n625\n00:29:05.830 --> 00:29:06.360\nwould have\n\n626\n00:29:06.360 --> 00:29:12.280\ndrawn a line up into the right, but I've learned that is not actually how it\n\n627\n00:29:12.280 --> 00:29:12.960\nworks.\n\n628\n00:29:12.960 --> 00:29:16.840\nIn all of our lives, there are going to be failures and setbacks.\n\n629\n00:29:16.840 --> 00:29:22.860\nAnd Scott's story is one that just shows how important it is how you respond to\n\n630\n00:29:22.860 --> 00:29:24.880\nthose setbacks.\n\n631\n00:29:24.880 --> 00:29:28.910\nSo for Scott to have had all of these really challenging things happen to him\n\n632\n00:29:28.910 --> 00:29:29.560\nin his life\n\n633\n00:29:29.560 --> 00:29:33.670\nand to be able to call it a blessing, he does that because he said it's what's\n\n634\n00:29:33.670 --> 00:29:34.560\nmade everything\n\n635\n00:29:34.560 --> 00:29:36.000\npossible.\n\n636\n00:29:36.000 --> 00:29:41.840\nSo I am learning to look at hard times a little bit differently these days\n\n637\n00:29:41.840 --> 00:29:43.200\nbecause of him,\n\n638\n00:29:43.200 --> 00:29:48.560\nto look at success differently because of how I've seen him live his life.\n\n639\n00:29:48.560 --> 00:29:55.110\nAnd I'm learning to embrace those moments, but then to respond with optimism\n\n640\n00:29:55.110 --> 00:29:55.840\nand to just\n\n641\n00:29:55.840 --> 00:30:00.550\nreally help it bring some perspective when those times do come because they're\n\n642\n00:30:00.550 --> 00:30:00.720\ngoing\n\n643\n00:30:00.720 --> 00:30:02.280\nto happen for all of us.\n\n644\n00:30:02.280 --> 00:30:06.920\nNow, speaking of failure, we know that every leader has their share of failure.\n\n645\n00:30:06.920 --> 00:30:10.320\nWhat's one of yours and the biggest lesson you ever learned from it?\n\n646\n00:30:10.320 --> 00:30:16.610\nSo David, there was a season of my life when I wanted to become the next John\n\n647\n00:30:16.610 --> 00:30:17.480\nMayer.\n\n648\n00:30:17.480 --> 00:30:22.960\nSo this was really my first business venture when I was in college.\n\n649\n00:30:22.960 --> 00:30:28.440\nI wanted to try to make a living being a musician.\n\n650\n00:30:28.440 --> 00:30:35.770\nAnd no matter how hard I tried, I just could not get the number of fans or\n\n651\n00:30:35.770 --> 00:30:37.360\npeople buying\n\n652\n00:30:37.360 --> 00:30:43.200\nmy CDs and merch as I really needed to make that a career.\n\n653\n00:30:43.200 --> 00:30:49.360\nAnd I remember it finally hitting me that this dream was not going to happen.\n\n654\n00:30:49.360 --> 00:30:56.070\nAnd I had a bunch of inventory in my garage that I finally just decided to\n\n655\n00:30:56.070 --> 00:30:57.280\nthrow in the\n\n656\n00:30:57.280 --> 00:30:59.160\ntrash.\n\n657\n00:30:59.160 --> 00:31:02.880\nAnd that was a pretty big moment for me.\n\n658\n00:31:02.880 --> 00:31:08.310\nBut the biggest learning that I got from it is even in those failures, it can\n\n659\n00:31:08.310 --> 00:31:08.840\ncreate\n\n660\n00:31:08.840 --> 00:31:12.360\nsome really incredible opportunities to pivot.\n\n661\n00:31:12.360 --> 00:31:18.120\nAnd I'm glad I failed as a musician because from there I stepped into tour\n\n662\n00:31:18.120 --> 00:31:19.120\nmanagement\n\n663\n00:31:19.120 --> 00:31:24.130\nwhere I'm still in the music industry, but I'm working alongside musicians,\n\n664\n00:31:24.130 --> 00:31:24.880\nbeing like\n\n665\n00:31:24.880 --> 00:31:27.640\nthe logistics and the ops guy.\n\n666\n00:31:27.640 --> 00:31:31.960\nAnd then from there I moved into artist management and started working\n\n667\n00:31:31.960 --> 00:31:34.560\nalongside a musician.\n\n668\n00:31:34.560 --> 00:31:38.270\nAnd then I started working with an author and then worked with another author\n\n669\n00:31:38.270 --> 00:31:38.840\nwhere I'm\n\n670\n00:31:38.840 --> 00:31:43.830\nreally helping people on the business side and running the operations for those\n\n671\n00:31:43.830 --> 00:31:44.840\nbusinesses.\n\n672\n00:31:44.840 --> 00:31:47.480\nAnd so did I fail?\n\n673\n00:31:47.480 --> 00:31:50.640\nDid that dream of becoming a musician happen?\n\n674\n00:31:50.640 --> 00:31:51.640\nNo.\n\n675\n00:31:51.640 --> 00:31:56.360\nI'm actually looking back now on it, I'm super grateful that it has played out\n\n676\n00:31:56.360 --> 00:31:57.040\nin the way\n\n677\n00:31:57.040 --> 00:32:03.320\nthat it has because it's ultimately led me to all that I'm doing today.\n\n678\n00:32:03.320 --> 00:32:06.040\nThis has been so much fun and I want to have some more.\n\n679\n00:32:06.040 --> 00:32:08.920\nI have a lightning round of questions that I always ask.\n\n680\n00:32:08.920 --> 00:32:10.840\nSo are you ready for this?\n\n681\n00:32:10.840 --> 00:32:11.840\nI'm ready.\n\n682\n00:32:11.840 --> 00:32:12.840\nOkay.\n\n683\n00:32:12.840 --> 00:32:18.560\nWhat are three words that others would use to describe you?\n\n684\n00:32:18.560 --> 00:32:23.720\nThose people would probably say he's always smiling.\n\n685\n00:32:23.720 --> 00:32:27.400\nWho would play you in a movie?\n\n686\n00:32:27.400 --> 00:32:31.840\nWhatever actor is tall and lanky that person.\n\n687\n00:32:31.840 --> 00:32:33.520\nI would say Jim Carrey.\n\n688\n00:32:33.520 --> 00:32:38.440\nIf you could be one person for a day beside yourself, who would it be?\n\n689\n00:32:38.440 --> 00:32:44.780\nOh, well, I love seeing how things operate behind the scenes and would love to\n\n690\n00:32:44.780 --> 00:32:45.360\nbe Jim\n\n691\n00:32:45.360 --> 00:32:51.030\nNance for a day, getting to see the operation of either the masters or back\n\n692\n00:32:51.030 --> 00:32:51.960\nwhen he was\n\n693\n00:32:51.960 --> 00:32:53.720\ndoing the final four.\n\n694\n00:32:53.720 --> 00:32:58.480\nI would just love to experience either of those from Jim C.\n\n695\n00:32:58.480 --> 00:33:00.640\nWhat's your biggest pet peeves?\n\n696\n00:33:00.640 --> 00:33:04.790\nSloppy work, something where somebody just didn't really give it everything\n\n697\n00:33:04.790 --> 00:33:05.400\nthat they\n\n698\n00:33:05.400 --> 00:33:06.680\ncould of.\n\n699\n00:33:06.680 --> 00:33:09.320\nYou get two front row tickets to anything you want.\n\n700\n00:33:09.320 --> 00:33:10.480\nWhere would you go?\n\n701\n00:33:10.480 --> 00:33:16.210\nWell, I grew up in Kansas City and I've been a huge Kansas Jayhawks fan my\n\n702\n00:33:16.210 --> 00:33:17.960\nentire life.\n\n703\n00:33:17.960 --> 00:33:23.370\nSo I would say I would want those tickets to be at Allen Fieldhouse watching\n\n704\n00:33:23.370 --> 00:33:24.400\nthe Jayhawks\n\n705\n00:33:24.400 --> 00:33:27.480\nplay against a top ranked team.\n\n706\n00:33:27.480 --> 00:33:29.040\nWhat's one of your daily rituals?\n\n707\n00:33:29.040 --> 00:33:33.760\nSomething you never miss besides listening now to how leaders lead?\n\n708\n00:33:33.760 --> 00:33:39.620\nWell, yes, every single day now I'm waking up and watching the daily insight\n\n709\n00:33:39.620 --> 00:33:40.360\nvideo on\n\n710\n00:33:40.360 --> 00:33:42.480\nthe how leaders lead app.\n\n711\n00:33:42.480 --> 00:33:47.160\nBut aside from that, almost every day I'm filling out my gratitude journal.\n\n712\n00:33:47.160 --> 00:33:51.680\nI try to start by writing down three things that I'm grateful for.\n\n713\n00:33:51.680 --> 00:33:55.200\nIf I turned on the radio in your car, what would I hear?\n\n714\n00:33:55.200 --> 00:34:00.440\nYou'd hear either a podcast or live in Nashville.\n\n715\n00:34:00.440 --> 00:34:04.920\nI have a lot of friends that are musicians and I love a lot of their music.\n\n716\n00:34:04.920 --> 00:34:09.200\nSo if it's not a podcast, I'm usually listening to one of them.\n\n717\n00:34:09.200 --> 00:34:11.960\nWhat's something about you a few people would know?\n\n718\n00:34:11.960 --> 00:34:15.280\nThat I tried out for American Idol.\n\n719\n00:34:15.280 --> 00:34:19.120\nI think that was like 2007 in Minneapolis.\n\n720\n00:34:19.120 --> 00:34:20.840\nI tried out for American Idol.\n\n721\n00:34:20.840 --> 00:34:21.840\nAll right.\n\n722\n00:34:21.840 --> 00:34:23.000\nWe're out of the lightning round now.\n\n723\n00:34:23.000 --> 00:34:24.400\nGood job, Tim.\n\n724\n00:34:24.400 --> 00:34:26.800\nJust a handful of questions left for you.\n\n725\n00:34:26.800 --> 00:34:31.400\nYou and your wife Katie have two young kids, Justin and Elle.\n\n726\n00:34:31.400 --> 00:34:33.920\nHow do you lead at home?\n\n727\n00:34:33.920 --> 00:34:41.360\nOne of my friends, John Acuff says that if you want to raise a kind 16 year old\n\n728\n00:34:41.360 --> 00:34:41.520\n, teach\n\n729\n00:34:41.520 --> 00:34:46.840\nthem kindness when they're six and give them 10 years to practice.\n\n730\n00:34:46.840 --> 00:34:47.960\nI just love that.\n\n731\n00:34:47.960 --> 00:34:52.250\nSo when I think about what I want my kids to be as they get older, they're\n\n732\n00:34:52.250 --> 00:34:52.960\nthree and\n\n733\n00:34:52.960 --> 00:34:55.560\nsix, so they're young now.\n\n734\n00:34:55.560 --> 00:34:59.690\nBut recognition is such a huge part of my leadership and something I'm really\n\n735\n00:34:59.690 --> 00:35:00.400\npassionate\n\n736\n00:35:00.400 --> 00:35:01.400\nabout.\n\n737\n00:35:01.400 --> 00:35:05.320\nAnd so recognition is something that we try to teach our kids.\n\n738\n00:35:05.320 --> 00:35:11.560\nAnd Judson is our oldest and we were at Chipotle not too long ago.\n\n739\n00:35:11.560 --> 00:35:17.480\nAnd he leans over to me and says, \"Hey, Dad, I really like that woman's shirt.\"\n\n740\n00:35:17.480 --> 00:35:22.620\nAnd this lady was in her mid 60s and I said to him, \"Hey buddy, you can go over\n\n741\n00:35:22.620 --> 00:35:22.960\nthere\n\n742\n00:35:22.960 --> 00:35:23.960\nand tell her.\n\n743\n00:35:23.960 --> 00:35:25.360\nYou should let her know.\"\n\n744\n00:35:25.360 --> 00:35:30.740\nSo he walks over on his own to this woman and I see him telling her that he\n\n745\n00:35:30.740 --> 00:35:31.360\nliked her\n\n746\n00:35:31.360 --> 00:35:34.600\nshirt and just her face lights up.\n\n747\n00:35:34.600 --> 00:35:39.430\nAnd then he starts walking back towards the table and he had this giant smile\n\n748\n00:35:39.430 --> 00:35:40.440\non his face.\n\n749\n00:35:40.440 --> 00:35:46.160\nAnd so I just love giving him the opportunity to recognize somebody even for\n\n750\n00:35:46.160 --> 00:35:47.280\nsomething like\n\n751\n00:35:47.280 --> 00:35:48.280\nthat.\n\n752\n00:35:48.280 --> 00:35:51.740\nI just feel like if he's doing stuff like that now, if we give them 10 years to\n\n753\n00:35:51.740 --> 00:35:52.640\npractice,\n\n754\n00:35:52.640 --> 00:35:58.010\nwe're going to have a 16 year old and a 13 year old that are being kind and\n\n755\n00:35:58.010 --> 00:35:59.040\nrecognizing\n\n756\n00:35:59.040 --> 00:36:00.040\nother people.\n\n757\n00:36:00.040 --> 00:36:04.020\nSo doing that with both of our kids and I'm hopeful that it will have some kind\n\n758\n00:36:04.020 --> 00:36:04.280\nof an\n\n759\n00:36:04.280 --> 00:36:06.960\nimpact on them as they get older.\n\n760\n00:36:06.960 --> 00:36:07.960\nLast question.\n\n761\n00:36:07.960 --> 00:36:12.040\nWhat's the best piece of advice you can give aspiring leaders?\n\n762\n00:36:12.040 --> 00:36:18.490\nSo if there's a North Star for me, it's this quote that I love from Albert Sw\n\n763\n00:36:18.490 --> 00:36:19.400\nitzer and\n\n764\n00:36:19.400 --> 00:36:22.600\nhe says, \"I don't know what your destiny will be.\n\n765\n00:36:22.600 --> 00:36:26.600\nSome of you will perhaps occupy remarkable positions.\n\n766\n00:36:26.600 --> 00:36:31.720\nSome of you will become famous by your pens or as artists, but I know one thing\n\n767\n00:36:31.720 --> 00:36:32.520\n, the only\n\n768\n00:36:32.520 --> 00:36:37.810\nones among you who will be really happy are those who have sought and found how\n\n769\n00:36:37.810 --> 00:36:39.840\nto serve.\"\n\n770\n00:36:39.840 --> 00:36:44.440\nAnd that's the advice that I would give leaders is help others win.\n\n771\n00:36:44.440 --> 00:36:49.650\nAnd why I love what I get to do every day with David Novak leadership is this\n\n772\n00:36:49.650 --> 00:36:50.000\nis the\n\n773\n00:36:50.000 --> 00:36:52.760\nkind of thing that we're trying to teach.\n\n774\n00:36:52.760 --> 00:36:57.840\nWe're trying to show leaders what can happen when they move from me to we.\n\n775\n00:36:57.840 --> 00:37:01.240\nAnd one of the big ideas you talk about is taking people with you because you\n\n776\n00:37:01.240 --> 00:37:01.800\ncan never\n\n777\n00:37:01.800 --> 00:37:04.120\nmake anything big happen by yourself.\n\n778\n00:37:04.120 --> 00:37:09.140\nAnd so, you know, what would it look like to come alongside people, work as a\n\n779\n00:37:09.140 --> 00:37:09.760\nteam to\n\n780\n00:37:09.760 --> 00:37:14.720\ngo make big things happen and do what you can as a leader to help every single\n\n781\n00:37:14.720 --> 00:37:15.280\nperson\n\n782\n00:37:15.280 --> 00:37:17.680\nthat you have the ability to interact with?\n\n783\n00:37:17.680 --> 00:37:20.760\nHow can you help them win and be at their best?\n\n784\n00:37:20.760 --> 00:37:24.990\nAnd if we are doing those things each and every day, I just think that that is\n\n785\n00:37:24.990 --> 00:37:26.240\nus heading down\n\n786\n00:37:26.240 --> 00:37:28.200\na really, really great path.\n\n787\n00:37:28.200 --> 00:37:33.040\nWell, Tim, I love working with you and you're definitely helping us win.\n\n788\n00:37:33.040 --> 00:37:37.160\nAnd I want to thank you for taking the time to be on this podcast.\n\n789\n00:37:37.160 --> 00:37:38.160\nThanks for having me, David.\n\n790\n00:37:38.160 --> 00:37:38.660\nA lot of fun.\n\n791\n00:37:38.660 --> 00:37:55.940\nWell, you can probably hear it in his voice, but I can confirm it for you.\n\n792\n00:37:55.940 --> 00:37:58.300\nTim really is always smiling.\n\n793\n00:37:58.300 --> 00:38:02.100\nI'm grateful for him leading the charge here at David Novak leadership.\n\n794\n00:38:02.100 --> 00:38:06.340\nAnd I love his message that the success is in the assist.\n\n795\n00:38:06.340 --> 00:38:10.140\nListen, it's so easy to get caught up in our own goals.\n\n796\n00:38:10.140 --> 00:38:14.580\nBut when we do, we miss those opportunities to help others win.\n\n797\n00:38:14.580 --> 00:38:19.580\nThe great leaders I know look for ways to shift their focus from me to we.\n\n798\n00:38:19.580 --> 00:38:24.170\nI can promise you, when you do that, you're going to create the kind of team\n\n799\n00:38:24.170 --> 00:38:24.660\nthat gets\n\n800\n00:38:24.660 --> 00:38:26.860\nbig things done together.\n\n801\n00:38:26.860 --> 00:38:29.780\nSo how can you put this insight into practice?\n\n802\n00:38:29.780 --> 00:38:31.900\nWell, here's a suggestion for you.\n\n803\n00:38:31.900 --> 00:38:34.980\nThis week, follow along with us on the How Leaders Lead app.\n\n804\n00:38:34.980 --> 00:38:38.660\nWe'll make sure there's a link to download it in the show notes.\n\n805\n00:38:38.660 --> 00:38:43.430\nWatch every day's daily insight video, then send that video to someone you\n\n806\n00:38:43.430 --> 00:38:44.260\nthink could\n\n807\n00:38:44.260 --> 00:38:46.100\nbenefit from it.\n\n808\n00:38:46.100 --> 00:38:51.450\nThat's a really easy way you can develop your own leadership habit and let the\n\n809\n00:38:51.450 --> 00:38:52.420\npeople around\n\n810\n00:38:52.420 --> 00:38:56.300\nyou know that you're thinking about them and their success.\n\n811\n00:38:56.300 --> 00:38:58.420\nSo do you want to know how leaders lead?\n\n812\n00:38:58.420 --> 00:39:02.340\nWhat we learned today is the great leaders help others win.\n\n813\n00:39:02.340 --> 00:39:06.890\nComing up next on How Leaders Lead is Joe Scarlet, the former CEO of Tractor\n\n814\n00:39:06.890 --> 00:39:08.540\nSupply Company.\n\n815\n00:39:08.540 --> 00:39:10.380\nYou're only as good as the people you surround yourself with.\n\n816\n00:39:10.380 --> 00:39:14.660\nI like to say, surround yourself with stars and you can be a star.\n\n817\n00:39:14.660 --> 00:39:19.100\nSurround yourself with turkeys and you get sliced up for Thanksgiving.\n\n818\n00:39:19.100 --> 00:39:23.500\nSo be sure to come back again next week to hear our entire conversation.\n\n819\n00:39:23.500 --> 00:39:27.460\nThanks again for tuning in to another episode of How Leaders Lead, where every\n\n820\n00:39:27.460 --> 00:39:28.220\nThursday you\n\n821\n00:39:28.220 --> 00:39:32.340\nget to listen in while I interview some of the very best leaders in the world.\n\n822\n00:39:32.340 --> 00:39:36.350\nI make it a point to give you something simple on each episode that you can\n\n823\n00:39:36.350 --> 00:39:37.180\napply to your\n\n824\n00:39:37.180 --> 00:39:40.620\nbusiness so that you will become the best leader you can be.\n\n825\n00:39:40.620 --> 00:39:50.620\n[BLANK_AUDIO]\n\n826\n00:39:50.620 --> 00:40:14.620\n[ Silence ]","

David Novak 0:04

Welcome to How leaders lead where every week you get to listen. And while I interview some of the very best leaders in the world, I break down the key learning so that by the end of the episode, you'll have something simple, you can apply as you develop into a better leader. That's what this podcast is all about. But you may not realize this podcast is actually just one part of a larger mission. See, I believe that the world desperately needs great leaders. So I've found a David Novak leadership. And we're on a mission to develop leaders at every stage of life, from preschool to the C suite and everywhere in between. And my guest today is the guy who runs that organization, Tim sures, the CEO of David Novak leadership, and in this conversation, I want to take you behind the scenes of what we're up to here, including a new resource I really want you to check out. But I also want you to hear how Tim leads. He's the author of a book called The Secret Society of success. And he believes that the key to satisfaction and success in life is helping other people when, you know, a lot of times leaders feel like we've got to chase that spotlight and be the star of the team. But Tim is going to show you the great things can happen in your company, and in your career when you shift your focus and help others win. And that's how you become the real star. So here's my conversation with my good friend, and soon to be yours, Tim. Sure.

Tim, it's great to have you on the show.

Tim Schurrer 1:36

Thanks for having me. I'm excited to be hanging out with you today.

David Novak 1:39

Well, I know you know, I know the answer here. But I'm gonna go ahead and ask this for everyone that's listening. Give us a snapshot of David Novak leadership and the business that you lead today.

Tim Schurrer 1:51

So David Novak leadership is the nonprofit that you started after you retired from yum brands. And the mission is to make the world a better place by developing better leaders at every stage of life. And there are four brands under this umbrella. One of those is how leaders lead which is where we're focused on helping business professionals. And we do that with this podcast. And then we also have a brand new mobile app called how leaders lead which I would imagine we'll talk about here in just a little bit. And then at the University of Missouri, we have the Novak Leadership Institute. And what's really exciting about what's going on there is that starting this fall, every single freshman student at Missouri is going to be going through some of our leadership curriculum. And they're even launching a leadership minor, which I just believe if these students have leadership skills before they launch into their careers, it's just going to help them be even more successful. And then the third brand is our middle and high school leadership program called Lead for change. And lead for change is the largest privately funded leadership development program for middle and high school students in the country. So over 2 million kids have been through lead for change. And they learn leadership skills by doing community service projects. So they form teams come up with ideas for how they can go out and make a difference in their community. And then they make it happen. And it's incredible the different projects that these students come up with. And then finally, for elementary school students, we have a program called Global Game changers. And with elementary school students, we teach them leadership with what we call the superpower equation, which is my talent, plus my heart equals my superpower. So from a very early age, we're helping kids understand that if they use their gifts, put their heart into it, they actually can make a difference, even as kids which is amazing. So for brands, helping develop leaders at every stage of life, and our team's passionate about the work that we get to do each and every week, you

David Novak 3:55

know, jumping ahead towards just the whole aspiring leader perspective that you know, professional perspective, what's the biggest challenge that leaders are facing today?

Tim Schurrer 4:05

Well, David, something that I've learned from you is if you want to grow a business, solve the biggest problem that occurs most frequently for your customers. And I remember hearing you tell me stories about at Taco Bell, how 70% of the business was happening through the drive thru. But what you found in serving customers is they were saying that the products were too messy. And so what you and the team did is you created more portable products, and well guess what happens? The revenue increases. And so what we did as a team is we wanted to find out what that big challenge was for leaders today. And so we did a problem detection study. We had a lot of conversations with people in addition to surveys, and what we discovered the biggest problem that occurs most frequently for leaders today is time. It's time we thought perhaps that may be it was money, you know, maybe people didn't have the budget or resources to invest in their own development. But that's not it at all. They want to become better leaders. But the reality is, for a lot of them, they just don't have the time. How

David Novak 5:14

did you figure out what we should do to really tackle this problem? And

Tim Schurrer 5:20

so the first step for us putting together the strategy was to find out what the problems were that people were up against. And after we discovered that it was time, that's really where we started to ideate. Around, okay, what can we create? What product can we create, that would have the greatest impact on people. And so we created almost like a set of rules. We knew that the podcast was the anchor for the business, we love the podcasts, you love the podcast, we have so many incredible guests, I know that people are learning from these leaders each and every week. But then we started looking at some other categories, some other industries, and two in particular, really stood out to us. So the Bible app has hundreds of millions of people who have downloaded their app. But what they do is every single day, they have a verse of the day, they have a little bit of content each and every day that's refreshed to just get your mind right, get your day started in the right direction. And so that was really interesting. And the other thing we were looking at was Spotify. And what I believe has made Spotify so successful is how they leveraged playlists. So what we ended up creating, what we came up with was, What if we created an app and found a way to almost marry together the Bible app with Spotify. And so if you go to the App Store, right now, you can download the how leaders lead app. And what we've done is we've taken the 170 podcasts interviews that we've done on the show, and broken them up into one to two minute sound bites. And the first thing that you're gonna see when you open up the app is a little video. So that's our daily leadership insight where in under two minutes, you get to learn from some of the best leaders in the world. And here's the thing, we want people to create a leadership habit, where they start their day learning from incredible leaders, but then applying those lessons to their day to day. So we're off to a great start. And I'm really looking forward to seeing the impact that this app is going to have on the lives of so many leaders, launching

David Novak 7:25

something like this is no small undertaking. I'm curious, what's been the biggest Leadership Challenge bringing this app to life.

Tim Schurrer 7:35

Something I learned from one of the podcast guests we've had on this show is Gary Levine. And he's the co founder of ways. So we've learned quite a bit from him, because here's a guy who knows what it takes to launch a successful app. And what he says is the biggest enemy of good enough is perfect. So I would actually say the biggest challenge that our team has faced in creating this app is finding that balance between a version of the app that is good enough, something that is going to offer value to anybody who would download the app and use it while also knowing that we want to keep making it better and better. And so what I feel like we've done is the version that is live right now is incredible. I love it. And we also have a pretty robust product plan that we're going to be rolling out to just keep making it better and better. But the thing that we're really trying to do is get people in the app using it and then have the future versions of it be built and inspired by some of the the feedback that we're getting from our customers.

David Novak 8:38

How much fun is it to create a product from scratch?

Tim Schurrer 8:42

Well, trading something from scratch is a ton of fun. And one of the reasons why it's been so much fun is been just the approach that we've taken to create this app. So we pulled together a really great team of people. And what I've loved so much about how we've been interacting together, it's it's very collaborative. So we are bringing ideas to the table, discussing them as a group and then allowing the group to help make those decisions. And, you know, one thing that David I've learned from you is, if you take the joy of the decision away from somebody, you take the joy of the job away. And one thing I've been really intentional about and leading this project is that I'm not making every single decision. I want to offer my suggestions and insights just like anybody else. But I really have empowered the team to make decisions, especially when we're talking about things that are outside of my expertise. And so for anybody creating anything from scratch when you can be dreaming up something and then have a team to go out and execute it and to do it in a really collaborative way. I just feel like that's the best way to do it. And it's been a lot of fun for us for sure.

Koula Callahan 9:55

Have you ever wondered what David is thinking as he interviews our guests each week? Week, or have you been interested in hearing David's take on some of the questions that he asks his guest? Well, I do and I know a lot of you do, too. My name is Kula Callahan and together with David, I host the three more questions podcast that airs every Monday. These episodes are just about 15 minutes. And in them, I asked David three questions that dive deeper into the themes of his episode with his guests. David shares incredible insights and stories from his career leading yum brands. And all of His answers are super practical and inspiring. Like this great insight David shared and one of our most recent, three more questions episodes. I

David Novak 10:38

think it's important that every leader gives everyone in the organization the sense that they count, every great culture basically starts with that the notion that everyone can make a difference. I always used to say, what are you doing in your piece of yum? Because if you do your job well, and everybody does their job, well, yum, there's no way we can't possibly maximize our results. And I think it's the leaders job to let everyone know that what they do is valued. What they do is appreciated and what they do really matters. And together if we all do our jobs, well, there's no way we can't win. Get

Koula Callahan 11:18

the three more questions podcasts in your feed each Monday and dive even deeper into the episodes you know and love. Just subscribe to how leaders lead wherever you get your podcasts.

David Novak 11:36

Tim, you know, I want to talk more about how you lead. But first, I want to take you back what's the story from your childhood that really shaped the kind of leader you are today.

Tim Schurrer 11:45

So when I was in high school, I started playing golf when I was a sophomore. And I actually set a goal my senior year to make it to state. And so after I set that goal, I was gonna do whatever it took. So I was playing six, seven days a week. And there are so many nights that I can remember being out on the putting green after dark with my headlights shining on the grain, practicing my four footers and chipping and putting and fortunately, I reached my goal, I made it to state I remember I think I shot 77 In our district tournament. And that was enough to qualify for state. And so I was thrilled, of course. But I would say the biggest lesson that I learned from that is and the lesson I've carried with me today is if you're willing to do the work, you can actually reach your goals you can make your dreams come true. But sometimes it's going to require you shining your headlights on the putting green in the dark. And being willing to do the work other people might not be willing to do is how you can really get ahead and make progress on the things that you really are passionate about. Early

David Novak 12:57

on in your career. I know that you spent some time at Toms Shoes, what that experience teaches you.

Tim Schurrer 13:04

So Blake Mycoskie is who started TOMS Shoes. And Toms became famous for their one for one business model. So for every pair of shoes that they sold, they gave a pair of shoes to a child in need. And when I was at Toms it was actually very early on at that time, they were celebrating, giving away 200,000 pairs of shoes where today they've now given away over 95 million pairs of shoes. The company has grown a crazy amount the past 15 years. But what I really love about what Tom's has done is the approach to the business and how they've gone about that kind of success. So Blake when he started Toms where the idea even came from he was in Argentina and saw some kids there without shoes and learn that these kids don't have shoes they can't go to school. So here he was this entrepreneur and had an idea What if we could make 250 pairs of shoes that are styled after the traditional Argentinian shoes and go back to America and sell them and you know, then have some shoes to bring back to these kids that that didn't have any. And so his dream the goal at that time was 250 pairs. So Blake works with this local shoe maker to create some shoes takes 250 pair back to United States and quickly actually sells 10,000 pairs of shoes and realize that he had a good but big problem and so he goes back to this local shoe maker and says muchos sapatos rapido like many shoes fast and so they ended up from that point realizing they had this huge idea and started to make a bunch of shoes and you know now Tom's has been this massive success. But you know Blake never set out to disrupt business with This brand new model one for one that some other people have now modeled their companies after the people like Warby Parker and others, he never set out to sell 95 million pairs of shoes, he was trying to sell 250. And he also never set out to become the fastest growing shoe company in the world. But all of those things happened. And the reason why I believe all of that happened is the focus that he had on just one life at a time. And so I would say that's the lesson that I learned the importance of focusing on one life at a time. If you do that some really incredible things can happen. And it definitely worked out for Tom's you then

David Novak 15:37

went on and you work at Apple Retail when Steve Jobs was the CEO, what stood out to you at the retail level about his leadership?

Tim Schurrer 15:47

Well, you and I both know that a leader casts a shadow, people do what the leader does. And so here's Steve Jobs was the CEO of Apple when I was there, but I'm in a retail store several levels below him. And yet, his impact was felt across the entire company. And the first thing that I learned from him is just excellence being the price of admission, that's something that we used to talk about Apple all the time, if you ever walk into an Apple store, you'll see even the way that the cables are managed under the tables. It's done with excellence. And that is just a byproduct of Steve Jobs and his leadership. But the other thing that I think Steve had this ability to do was help you understand that you are a part of a larger story, you know, a bigger thing that was going on here than just selling iPhones and computers. And when I was there, that was right at the time when FaceTime was launched. You remember, there were days when we didn't have cameras, on cellphones or on iPods. And I remember a day that I was working there, and somebody came in wanting to buy an iPod touch, but this person was death. And so what we did is we walked over to computer and we just were typing messages back and forth. And we're getting towards the end of the conversation. And she says, Hey, I just want to call my husband. And I remember thinking, how are you going to call your husband, but she pulls out her phone, and is able to do sign language with him through her FaceTime camera. And that was such a huge moment for me, because I realized this is selling more than just phones and computers like there is a bigger thing that is happening here where we are able to enrich people's lives with the products that we're selling. And so I think Steve Jobs always did a really great job of helping people realize, not only that we should do everything that we do with excellence, but also just the impact that even something like an iPhone can have on someone's life. And I love that part of it.

David Novak 17:51

And then Tim, you you go on and you become the chief operating officer of storebrand, which is one of the leading marketing companies that helps brands cut through the clutter and simplify their messaging, what are the top one to two things the businesses need to do if they want to be more effective on that front?

Tim Schurrer 18:10

Well, something that we used to talk about at story brand all the time with our clients, is this idea of your company is not the hero, your customer is the hero and you are the guide. So in a lot of people's marketing, they just start talking about themselves all the time, how great they are the awards that they've won. And if you really want people to lean in, to be engaged with your brand, the way that you do that is to make them the hero. What are the challenges that they're up against? And how can you come alongside them to help them win the day. And so really, what that means is you are a Yoda. And they are Luke Skywalker. So just take a look at your website. And just do a quick assessment on is this website talking all about us and how great we are? Or is it inviting people into a story, talking about them and how you can help them solve whatever challenges that they're up against. And the second thing I would say is to solve a problem, identify what your customers problem is, and help them do that. So if you think about any movie that you go see, in the first five minutes, you're going to be introduced to a character who wants something that has some ambition, and then they're going to encounter a problem. And so the rest of the movie is a sitting there for two hours trying to see if this hero the hero in the movie is going to overcome their challenge. And we as companies need to actually be in that business is helping people solve their problems. So if you're a restaurant you're you're solving the problem of hunger or if you make golf clubs, you're trying to help these golfers hidden even further off the tee than they were last year. So the more that you can also be talking about the ways that you're helping your customers solve their problems, and being known for solving that problem. I think that's gonna find you a lot more success and get you even more customers that are leaning in and, and engaging with your brand.

David Novak 20:16

So you work at storebrand for almost a decade. And I know as the Chief Operating Officer, you were one of the main culture drivers. What were some of the key tenants that you really drove home as a leader?

Tim Schurrer 20:30

Well, I remember one day I got invited over to Dave Ramsey's office, which is based here in Nashville where I live. And I got to be a part of a team meeting with 60 people from one of their divisions. And, you know, they had a pretty standard staff meeting for the majority of it. But for the final couple of minutes, they did something I thought was pretty interesting. They, they did what they called Shout outs. So for just a couple minutes, various people went around and gave verbal Pat's on the back to one another for things that were happening behind the scenes that might have otherwise gone unnoticed. And I remember thinking at that moment, that is something that we are going to do at all of our story brand, staff meetings moving on. And that's exactly what happened. But that really was the beginning for me to start to see the power of recognition. And, you know, helping people understand that they mattered and that they were making a contribution. And so that idea of recognition was something that I would make a really big deal of as a leader. And I would say probably the most fun that I ever had recognizing somebody was at the end of the year, we would have our employees vote on one person to win an equivalent of an employee of the year award. And we actually call it we'd be screwed without you. And so our entire team was voted on who's the one person in the company that we would be screwed without them. And so this particular person that won the award that year, were a huge Saints fan, New Orleans Saints fan. And so I was able to track down Drew Brees, and got a video of him recording the announcement of this person as the winner. And we played this video at the end of the year meeting when he won this award. And just the look on his face. I mean, first of all, Drew Brees pops up on the screen. And then he says this person by name, Tyler, you know, I want to announce you as the winner of the we'd be screwed without your award. He was just losing his mind. It was so much fun. But I just love what happens when people feel recognized. And it's a big part of my leadership. And I know it's a huge part of your leadership as well. Tim,

David Novak 22:48

you write this book called The Secret Society success. What is the secret society of success? I want to be in it?

Tim Schurrer 22:58

Well, I'll tell you about it. So I'm sure everyone listening knows the story of Apollo 11. You know, you got Neil Armstrong, Buzz Aldrin, one small step for man, one giant leap for mankind. But what a lot of people don't know, there's a third astronaut on that mission. And his name was Michael Collins. So Michael Collins is actually the guy that Uber, Neil and Buzz to the moon. So he drops them off. So those guys can do all the things that they had to do on the moon surface while he actually stayed back in the command module, and orbited the Moon something like 26 times until those guys are ready to be picked up and brought back to Earth. But what I loved about Michael Collins is that when he got back to Earth and sat down with the press, he talked about how content he was to have had one of those three seats, he was just happy to be part of the mission. And Michael is such a rarity, because it just feels like the world we live in today. If you want to be successful, you have to step into the spotlight. You have to have fame and money and power. But the secret society of success operates very differently. They show up in the world very differently. And if there's a common denominator for what it means to be in the secret society of success, I'd say it's this idea of helping others when David what I appreciate so much about your leadership is when you're running Yum, you had 1.5 million employees, it would have been so easy for you to make it all about you. But you didn't do that. I just feel like you use your position to serve more people. And so that's what the secret society of success is all about. You, my friend are in it. I would actually say you're the poster child of the secret society of success. But that's really the big idea of the book. And I'm just trying to help people kind of transition into a life where they can make it about other people.

David Novak 24:55

Isn't what you're really saying here is that success really comes from making the essence Just

Tim Schurrer 25:00

it is. And I remember when I was at story brand, I hired every single employee. And one day there was an application that came through. And on this person's resume, they had one of my very favorite companies listed. And I was so excited to talk to him about what it was like to work at this company. So we're in this interview, and I'm like, Okay, tell me everything. I was so excited. And she said something that I'll never forget. She was talking about this culture. And she said, You know, it's a really competitive environment. But here's the thing, nobody there has your back. And I'm like, What do you mean, nobody there has your back. And she goes on to say that everyone there was so interested in their own success, their own climb up the ladder, that they would never do anything that looked like them, helping somebody out, or, you know, working on somebody else's project unless it had something to do with serving their own agenda. But I've just found that for me, success is in the assist. I just believe that some really amazing things can happen. When you're willing to come alongside others try to make them successful. I just believe that that's us on a better path. And that's how I've tried to show up in my life for sure.

David Novak 26:29

We'll be back with the rest of my conversation with Tim Schmoyer. And just a moment, Tim says that the success is in the assist. And hey, maybe it's just the basketball metaphor. But it reminds me of this terrific insight from John Calipari, the legendary basketball coach at the University of Kentucky.

John Calipari 26:47

If you care about your people, you always have a job. If they know you're about them, and you truly care, and you're about their growth, you always have a job. And the best piece of advice I had was in 1989, by a guy named Pat Nardelli, who was our supporter for our high school basketball team. And when I got to UMass job, he grabbed me. And he says to me, remember this cow? You can have a bad deal with good people, because stuff happens. But you can never have a good deal with bad people doesn't work. It does. I don't care what it smells like how much you think you're gonna make? Don't do it. So for me my entire time is when I bring people near me. Are they good people? You know, do they have good hearts? Are they shares are takers? Do they add energy? Or do they zap energy? And those are the people around me. But the people that I'm here to coach, they got to know man, this guy cares about me. This guy's about my future. This guy is here to make me better. If you

David Novak 27:51

want to see the power of caring about your people, listen to the full conversation with Coach cow, Episode 22. Here on how leaders lead.

John Calipari 28:07

You know,

David Novak 28:07

I know that one of my favorite, I think it's one of your favorite podcast episodes that we've done on how leaders lead was with Scott Hamilton, the famous ice skater. And I know he's a mentor of yours. What would you say is helped you the most on?

Tim Schurrer 28:24

What Scott has helped me the most on is the way that I look at failure, and the way that I view challenges and setbacks. So most people know Scott for winning the gold medal at the 1984 Olympics. But what he's done off the ice is What's impressed me most about him as I've gotten to know him. So here's this guy who's had cancer and multiple brain tumors. But when he talks about those things, he talks about it as a blessing. It's just this incredible perspective that he has. And if you would have asked me before I met Scott, what success looks like I would have drawn a line up into the right. But I've learned that is not actually how it works. In all of our lives. There are going to be failures and setbacks. And Scott story is one that just shows how important it is how you respond to those setbacks. So for Scott's have had all of these really challenging things happen to him in his life and to be able to call it a blessing. He does that because he said it's what's made everything possible. So I am learning to look at hard times a little bit differently these days because of him to look at success differently because of how I've seen him live his life. And I'm learning to embrace those moments, but then to respond with optimism, and to just really help it bring some perspective when those times do come because They're gonna happen for all of us.

David Novak 30:02

Yeah, speaking of failure, we know that every leader has their share of failure, what's one of yours in the biggest lesson you ever learned from it?

Tim Schurrer 30:09

So David, there was a season of my life when I wanted to be come the next John Mayer. So this was really my first business venture. When I was in college, I wanted to try to make a living being a musician. And no matter how hard I tried, I just could not get the number of fans or, you know, people buying my CDs and merch as I really needed to make that a career. And I remember it finally hitting me that this dream was not going to happen. And I had a bunch of inventory in my garage that I finally just decided to throw in the trash. And that was a pretty big moment for me. But the biggest learning that I got from it is even in those failures, it can create some really incredible opportunities to pivot. And I'm glad I failed as a musician, because from there, I stepped into tour management, or I'm still in the music industry, but I'm working alongside musicians being like the logistics and the ops guy. And then from there, I moved into Artist Management and started working alongside a musician, then then I started working with an author and then worked with another author where I'm really helping people on the business side and running the operations for those businesses. And so did I fail, you know, did that dream of becoming a musician happen? No. But actually looking back now on it, I'm super grateful that it has played out in the way that it has, because it's ultimately led me to all that I'm doing today. This

David Novak 32:02

has been so much fun. And I want to have some more, I have a lightning round of questions that I always ask. So are you ready for this?

Tim Schurrer 32:10

I'm ready.

David Novak 32:11

Okay. What are three words that others would use to describe you?

Tim Schurrer 32:18

Most people would probably say he's always smiling.

David Novak 32:23

Who would play you in a movie?

Tim Schurrer 32:26

Whatever actor is tall and lanky that that person? I would

David Novak 32:32

say Jim Carrey. If you could be one person for a day besides yourself, who would it be?

Tim Schurrer 32:38

Well, I love seeing how things operate behind the scenes, and would love to be Jim Nance for a day getting to see the operation of either the masters or back when he was doing the final four. I would just love to experience either of those from from Jim See,

David Novak 32:58

what's your biggest pet peeves?

Tim Schurrer 32:59

sloppy work, you know, something or somebody just didn't really give it everything that they could have.

David Novak 33:06

You get to front row tickets to anything you want. Where would you go?

Tim Schurrer 33:09

Well, I grew up in Kansas City, and I've been a huge Kansas Jayhawks fan my entire life. So I would say I would want those tickets to be at Allen Fieldhouse watching the Jayhawks play against a top ranked team.

David Novak 33:27

What's one of your daily rituals? Something you'd never miss. Besides listening now to how leaders lead?

Tim Schurrer 33:34

Well, yes, every single day now I'm waking up and watching the Daily insight video on the how leaders lead app. But aside from that, almost every day, I'm filling out my gratitude journal. I try to start by writing down three things that I'm grateful for.

David Novak 33:51

If I turned on the radio in your car, what would I hear?

Tim Schurrer 33:54

You would hear either a podcast or live in in Nashville. I have a lot of friends that are musicians and I love a lot of their music. So if it's not a podcast, I'm usually listening to one of them.

David Novak 34:08

was something about you a few people would know that

Tim Schurrer 34:11

I tried out for American Idol. I think that was like 2007 in Minneapolis. I tried out for American Idol. All

David Novak 34:21

right, we're out of the lightning round now. Good job, Tim. Just a handful of questions left for you. You and your wife, Katie have two young kids Jetson and l How do you lead at home?

Tim Schurrer 34:33

One of my friends Jon Acuff says that if you want to raise a kind 16 year old, teach them kindness when they're six and give them 10 years to practice. And I just love that. And so when I think about what I want my kids to be as they get older, they're three and six. So they're young now. But recognition is such a huge part of my leadership and something I'm really proud asking about. And so recognition is something that we try to teach our kids and Judson is our oldest, and we were at Chipotle not too long ago. And, you know, he leans over me and says, Hey, Dad, I really liked that, you know, that woman's shirt. And, you know, this lady was in her mid 60s. And I said to him, Hey, buddy, you can go over there and tell her, you should, you should let her know. So he walks over on his own to this woman, and, you know, I see him telling her that he liked her shirt, and just her face lights up. And then he, you know, he starts walking back towards the table. And you know, he had this giant smile on his face. And so I just love giving him the opportunity to, you know, recognize somebody, even for something like that. I just feel like if he's doing stuff like that now, where, you know, if we give them 10 years to practice, we're gonna have a 16 year old and a 13 year old that are, you know, being kind and recognizing other people. So doing that with both of our kids, and I'm hopeful that it will have some kind of an impact on them as they get older.

David Novak 36:05

Last question, what's the best piece of advice you can give aspiring leaders.

Tim Schurrer 36:11

So if there is a, if there's a North Star, for me, it's this quote that I love from Albert Schweitzer. And he says, I don't know what your destiny will be. Some of you will perhaps occupy remarkable positions. Perhaps some of you will become famous by your pins or as artists, but I know one thing, the only ones among you who will be really happy are those who have sought and found how to serve. And that's the advice that I would give leaders is help others win. And why I love what I get to do every day with David Novak leadership is, this is the kind of thing that we're trying to teach. We're trying to show leaders what can happen when they move from me to we, and one of the big ideas you talk about is taking people with you, because you can never make anything big happen by yourself. And so, you know, what would it look like to come alongside people work as a team to go make big things happen and do what you can as a leader to help every single person that you have the ability to interact with? How can you help them win and be at their best. And if we are doing those things each and every day, I just think that that is us heading down a really, really great path.

David Novak 37:28

Well, Tim, I love working with you, and you're definitely helping us win. And I want to thank you for taking the time to be on this podcast.

Tim Schurrer 37:36

Thanks for having me, David, a lot of fun.

David Novak 37:51

Well, you can probably hear it in his voice, but I can confirm it for you. Tim really is always smiling. I'm grateful for him leading the charge here at David Novak leadership. And I love his message that the success is in the assist. Listen, is so easy to get caught up in our own goals. But when we do we miss those opportunities to help others when the great leaders I know look for ways to shift their focus from me to we, I can promise you, when you do that, you're going to create the kind of team that gets big things done together. So how can you put this insight into practice? Well, here's a suggestion for you this week. Follow along with us on the how leaders lead app, we'll make sure there's a link to download it in the show notes. Watch every day is daily insight video, then send that video to someone you think could benefit from it. That's a really easy way you can develop your own leadership habit and let the people around you know that you're thinking about them and their success. So do you want to know how leaders lead? While we learn today as the great leaders help others when coming up next on how leaders lead is Joe Scarlett, the former CEO of Tractor Supply Company.

Joe Scarlett 39:07

You're only as good as the people you surround yourself with. As I like to say, surround yourself with stars and you can be a star. Surround yourself with turkeys and you get sliced up for Thanksgiving.

David Novak 39:18

So be sure to come back again next week to hear our entire conversation. Thanks again for tuning in to another episode of how leaders lead where every Thursday you get to listen in while I interview some of the very best leaders in the world. I make it a point to give you something simple on each episode that you can apply to your business so that you will become the best leader you can be

","is_pinned",false,"pinned_at","is_featured","featured_at","mix_url","https://chtbl.com/track/DCB44F/traffic.megaphone.fm/DVL3866856136.mp3?updated=1723084549","dx_media_id",769,"video_media_id","thumbnail_image_media_id","published_date","2024-02-22","itunes_episode_id",175,"youtube_id","2025-08-05T17:03:32.000000Z","dx_url","https://dnl.nyc3.cdn.digitaloceanspaces.com/uploads/SlFNvNKewTzTxY1xS7pJc7g8Ijup02oAkHhOeeWa.mp3","dx_filename","SlFNvNKewTzTxY1xS7pJc7g8Ijup02oAkHhOeeWa.mp3","dx_mux_playback_id","U4kjNy013AVISKidWFymMY62iiUMCCQvmDIi76gBkE9k","dx_waveform_url","https://dnl.nyc3.cdn.digitaloceanspaces.com/uploads/waveforms/769.json","video_url","video_mux_playback_id","duration",2395363,"thumbnail_url","thumbnail_image_url","dx_media",{"_13":67,"_94":79,"_95":77,"_96":-5,"_31":81,"_33":97,"_98":-5,"_99":83,"_86":87,"_100":-5},"video_media","thumbnail_image_media","filename","url","status","7eBbAB3boBNTKuoo601UTNAUROsxpzevT019qW6m3nDic","mux_upload_id","waveform_url","preview_media_id","first_name","Tim","last_name","Schurrer","job_title","David Novak Leadership, CEO","secret society of success, david novak leadership, ceo, storybrand, author","external_links","https://www.linkedin.com/in/timschurrer,https://www.instagram.com/timschurrer/,https://x.com/timschurrer,https://www.buildawinningteam.com",0,"image_media_id",760,761,"2026-07-21T22:22:53.000000Z","send_push_notification_at","image_url","https://dnl.nyc3.cdn.digitaloceanspaces.com/uploads/ionqRlMphVw3tl0JhT8je34XIu8vy9tFzUCGiuNx.jpg","https://dnl.nyc3.cdn.digitaloceanspaces.com/uploads/N79SR3bXIqdKs5zr0rDLJvgbvTHBJ5oRgYXDyI4Z.jpg","https://www.howleaderslead.com/leaders/169/tim-schurrer","industry_id",9,"industry",{"_13":121,"_132":133,"_134":136},"industries",[131],"image_media",{"_13":112,"_94":130,"_95":117,"_96":-5,"_31":-5,"_33":-5,"_98":-5,"_99":-5,"_86":-5,"_100":-5},{"_13":113,"_94":129,"_95":118,"_96":-5,"_31":-5,"_33":-5,"_98":-5,"_99":-5,"_86":-5,"_100":-5},"N79SR3bXIqdKs5zr0rDLJvgbvTHBJ5oRgYXDyI4Z.jpg","ionqRlMphVw3tl0JhT8je34XIu8vy9tFzUCGiuNx.jpg",{"_13":121,"_132":133,"_134":135},"name","Business and Consulting","pivot",{"_35":36,"_120":121},{"_35":36,"_120":121},"user","token","favorites",[],"collections",[],"env",{"_145":146,"_147":148,"_149":150,"_151":152,"_153":154},"GOOGLE_CLIENT_ID","644017954836-qpllhu38r0tsrtfq85ukntcvsb0akbht.apps.googleusercontent.com","APPLE_CLIENT_ID","com.howleaderslead.webapp","APPLE_REDIRECT_URI","https://www.howleaderslead.com/auth/apple-callback","APP_URL","https://howleaderslead.com","GTM_ID",""]