Despite it being the summer months, I’ve started helping out with coaching Nordic skiing junior athletes who are part of a ski club. It has been a fun journey, which has included getting a coaching certification through the US Ski and Snowboard Association. Recently, I’ve been working with some athletes on a weekly training run, because after all fast skiers are made in the summer. Being back with a club has given me the chance to catch up with another coach, who is a friend and training partner who also happens to be a very accomplished scholar at a neighboring university. After the run, we were chatting in the parking lot (as runners will do after a run) about our work. He told me about an interesting project he is starting up.

It involves looking at the many universities around the world are launching programs in entrepreneurship, and also how entrepreneurs are portrayed in popular culture in different countries. We got to talking about it and also got me to thinking about the nature of entrepreneurship in all of its forms. After all, Google was started as an entrepreneurial effort. So was Apple. And Microsoft. The list goes on about major companies that started out as small businesses.

I don’t know that we would count these multinationals as entrepreneurial efforts any longer. I’m not sure these big corporations hold a lot in common with local businesses. Or maybe they still have a lot in common. The differences in their sizes obscure the shared feelings of anxiety that must have existed when starting out, drawn by the lure of owning something. I’ve known people who had very successful corporate careers, only to leave them to start their own consulting business. I also have known people who left similar careers to open restaurants. People are drawn to being their own boss for a variety of reasons, but in every case one of the things that can determine success in company growth is how effective a leader you are.

Today on Experience by Design, I welcome Reed Nyffler to the show. Reed is a lifeline entrepreneur who has founded a number of companies. This includes Signal (a security company), Filtergo (a HVAC filter replacement company), and Framebrand, “a development company that helps franchise brands scale more effectively.” He also is the author of the book “Transform through Purpose: Your Path to Living an Authentic and Intentional Life,” as well as his new book “Lead Exponentially.” In his new book, he explores themes around authentic and empowered leadership, creating environments and examples that will live on for generations.

In our conversation, we talk about how his sociology minor was one of the key factors in his success, especially in decision making and leadership. Reed relates his experiences working for Black and Decker and DeWalt Power Tools, and how too much choice can lead to customer confusion. He shares how they came up with “Gusty”, the brand character behind FilterGo, and how fun and playful stands out against conventional and boring. Finally, we talk about the role of creativity in business and education, highlighting the importance of risk-taking in American culture and as an essential element in economic success.

It’s a great conversation about culture, entrepreneurship, brand, and leadership.

Reed Nyffler on LinkedIn: https://www.linkedin.com/in/reednyffeler/

Reed Nyffler Website: https://reednyffeler.com/

“Lead Exponentially”: https://www.amazon.com/Lead-Exponentially-Developing-Authentic-Intentional/dp/B0DZ8QVP9Y

“Transform Through Purpose”:

https://www.amazon.com/Transform-Through-Purpose-Authentic-Intentional/dp/B0DPLCRJZG