658: Market Engineering in the Age of AI with the CEO and founder of Traction Gap Partners, Bruce Cleveland

George Barrios spent more than three decades moving between strategy, finance, operations, and general management before helping lead the evolution of WWE from a North American live-event business into a global media company. In this conversation, he reflects on the principles that shaped that career and the lessons learned while leading large-scale change under intense scrutiny. A central theme is systems thinking. Barrios explains why effective leaders develop a deep understanding of how customers, markets, functions, incentives, and decisions interact rather than viewing problems through a single functional lens. He argues that better decisions often come from understanding second- and third-order consequences rather than focusing only on immediate outcomes. The discussion also explores where conviction comes from. Barrios rejects the idea that confidence is primarily a personality trait. Instead, he argues that conviction is built through preparation, rigorous analysis, and a willingness to develop a clear point of view. For leaders pursuing ambitious initiatives, this foundation becomes essential when facing skepticism, criticism, and uncertainty. Several practical lessons emerge: Strong leaders seek to understand the entire business, not just their area of expertise. Writing remains one of the most effective ways to sharpen thinking because it exposes gaps, inconsistencies, and unsupported assumptions. Courage is not the absence of fear. The fear associated with difficult decisions rarely disappears, but action reduces its influence. Storytelling is a leadership skill, not a communication accessory. People commit to difficult work when they understand the larger purpose behind it and can see their role within it. Significant achievements often require enduring what Barrios describes as the "swamp of despair," the period when progress is unclear, criticism is high, and abandoning the effort appears rational. The conversation also examines the implications of artificial intelligence. Barrios believes professionals should move beyond simply using AI tools and instead learn how to integrate them deeply into their workflows. At the same time, he emphasizes that AI cannot replace the value of an informed point of view developed through reading, writing, experience, and independent thinking. Drawing on his experience in media and sports, Barrios discusses why the economics of content creation are changing rapidly. As the cost of producing content approaches zero, differentiation increasingly depends on authenticity, trusted expertise, strong brands, and proprietary experiences that cannot be replicated by algorithms. He also explains why successful content organizations should think less about producing individual hits and more about building data-driven systems that consistently create, test, and refine content at scale. This is a conversation about leadership, judgment, resilience, and the discipline required to pursue difficult ideas when evidence is incomplete and consensus is absent. Get George's new book, Sometimes Wrong but Never in Doubt, here: https://tinyurl.com/4557tfpb Claim your free gift: Free gift #1 McKinsey & BCG winning resume www.FIRMSconsulting.com/resumePDF Free gift #2 Breakthrough Decisions Guide with 25 AI Prompts www.FIRMSconsulting.com/decisions Free gift #3 Five Reasons Why People Ignore Somebody www.FIRMSconsulting.com/owntheroom Free gift #4 Access episode 1 from Build a Consulting Firm, Level 1 www.FIRMSconsulting.com/build Free gift #5 The Overall Approach used in well-managed strategy studies www.FIRMSconsulting.com/OverallApproach Free gift #6 Get a copy of Nine Leaders in Action, a book we co-authored with some of our clients: www.FIRMSconsulting.com/gift

Brooke Taylor spent more than a decade inside high-performance environments, including leadership roles at Google, before turning her attention to a question that many accomplished professionals quietly wrestle with: why does achievement so often fail to produce a lasting sense of fulfillment? In this conversation, she examines what she calls the "success wound" — the tendency to attach self-worth to performance, recognition, and external measures of success. Drawing from her own experience with burnout, addiction recovery, career advancement, and entrepreneurship, she explains how these patterns develop and why they continue to shape behavior long after professional success has been achieved. Among the key insights discussed: The root cause of many workplace struggles is not a lack of capability but an unhealthy relationship between achievement and identity. When self-worth becomes dependent on performance, even meaningful accomplishments can feel insufficient. Many high achievers operate from a small set of recurring beliefs, including "I have to prove my value through productivity," "If I fail, I am a failure," or "I am only as valuable as other people's opinions." These beliefs often drive behaviors such as overwork, perfectionism, people-pleasing, procrastination, and chronic dissatisfaction. Sustainable fulfillment comes more from how work is approached than from the specific role, title, or employer. Taylor argues that changing working habits and thought patterns frequently produces greater satisfaction than changing jobs. Emotional regulation begins with recognizing how stress, fear, and inadequacy are experienced physically. Rather than suppressing difficult emotions, she outlines a practical process for identifying them, understanding what they are communicating, and responding with curiosity rather than avoidance. Lasting behavioral change requires action, not insight alone. Taylor explains why taking deliberate "opposite actions" can be more effective than endless analysis when attempting to break entrenched habits. The discussion also explores addiction recovery, the role identity plays in sustaining behavior change, the hidden cost of codependency in professional life, and why many forms of burnout stem from carrying responsibilities that do not belong to us. Throughout the conversation, Taylor offers a thoughtful perspective on ambition, personal growth, and leadership. Her central argument is that professional success becomes more sustainable when it is no longer asked to answer questions of worth, belonging, or identity. For leaders navigating demanding careers, the episode provides a practical framework for examining the assumptions that drive performance and for building a healthier relationship with achievement itself. Get Brooke's book, Healing the Success Wound, here: https://tinyurl.com/4kfx8p9k Claim your free gift: Free gift #1 McKinsey & BCG winning resume www.FIRMSconsulting.com/resumePDF Free gift #2 Breakthrough Decisions Guide with 25 AI Prompts www.FIRMSconsulting.com/decisions Free gift #3 Five Reasons Why People Ignore Somebody www.FIRMSconsulting.com/owntheroom Free gift #4 Access episode 1 from Build a Consulting Firm, Level 1 www.FIRMSconsulting.com/build Free gift #5 The Overall Approach used in well-managed strategy studies www.FIRMSconsulting.com/OverallApproach Free gift #6 Get a copy of Nine Leaders in Action, a book we co-authored with some of our clients: www.FIRMSconsulting.com/gift

Bruce Cleveland has operated at the center of several major shifts in enterprise technology: Oracle's early growth, the creation of enterprise CRM at Siebel Systems, the rise of SaaS through investments like Marketo and Workday, and now the restructuring of software markets through AI. This conversation focuses on a core idea behind those experiences: strong products alone rarely create market leaders. Cleveland argues that "product engineering is table stakes." The differentiator is what he calls market engineering: category design, positioning, messaging, storytelling, and thought leadership working together as a disciplined operating model led by the CEO, not just marketing. The discussion explores why companies struggle when they compete inside someone else's category, why distinctive language matters in gaining investor and customer attention, and why storytelling remains a strategic capability in technology businesses. Several practical themes emerge: Why category leaders capture a disproportionate share of market economics How positioning determines whether a company fits naturally into a customer's technology stack Why many firms waste capital on demand generation before establishing market relevance Which non-revenue signals executives should monitor before scaling go-to-market spending How AI is changing search, customer discovery, and software economics Why expertise and judgment remain valuable even as technical capabilities become easier to replicate Cleveland also explains why senior professionals should not underestimate the value of their experience in an AI-driven environment. His view is that the advantage increasingly comes from the ability to guide systems intelligently, not simply operate tools. For founders, executives, investors, and strategy leaders, this episode offers a practical framework for understanding how markets are defined, how companies earn durable differentiation, and why strategic narrative now matters as much as technology itself. Get Bruce's book, Market Engineering, here: https://tinyurl.com/4etpknu9 Claim your free gift: Free gift #1 McKinsey & BCG winning resume www.FIRMSconsulting.com/resumePDF Free gift #2 Breakthrough Decisions Guide with 25 AI Prompts www.FIRMSconsulting.com/decisions Free gift #3 Five Reasons Why People Ignore Somebody www.FIRMSconsulting.com/owntheroom Free gift #4 Access episode 1 from Build a Consulting Firm, Level 1 www.FIRMSconsulting.com/build Free gift #5 The Overall Approach used in well-managed strategy studies www.FIRMSconsulting.com/OverallApproach Free gift #6 Get a copy of Nine Leaders in Action, a book we co-authored with some of our clients: www.FIRMSconsulting.com/gift

In this conversation with Cheryl Strauss Einhorn, the discussion examines what happens to judgment and critical thinking as AI becomes embedded in daily decision-making. Drawing on her background as an investigative journalist at Barron's, Einhorn explains how questioning assumptions and searching for disconfirming evidence shaped the development of her AREA Method for decision-making. She argues that AI should not be treated as an authority, but as a tool that requires active scrutiny and human judgment. Several points throughout the discussion: Use AI to challenge assumptions, not simply confirm them Ask for opposing viewpoints and missing evidence when using AI Verify citations and sources carefully, as hallucinations remain common Build expertise deeply enough to recognize flawed outputs Clarify the problem and your priorities before using the tool Treat discomfort in decision-making as part of serious thinking, not something to avoid The conversation also explores the growing risk of overreliance on AI, particularly among professionals who may begin outsourcing too much of their reasoning process. Einhorn argues that decision-making, contextual judgment, stakeholder awareness, and critical thinking will become more valuable as AI systems grow more capable. At its core, the episode is less about technology than about preserving independent thought. The central question is not whether AI will become more powerful, but whether people will continue exercising the skills required to think clearly, question effectively, and make decisions with conviction. Get Cheryl's book, The Human Edge, here: https://tinyurl.com/3h6k5wre Claim your free gift: Free gift #1 McKinsey & BCG winning resume www.FIRMSconsulting.com/resumePDF Free gift #2 Breakthrough Decisions Guide with 25 AI Prompts www.FIRMSconsulting.com/decisions Free gift #3 Five Reasons Why People Ignore Somebody www.FIRMSconsulting.com/owntheroom Free gift #4 Access episode 1 from Build a Consulting Firm, Level 1 www.FIRMSconsulting.com/build Free gift #5 The Overall Approach used in well-managed strategy studies www.FIRMSconsulting.com/OverallApproach Free gift #6 Get a copy of Nine Leaders in Action, a book we co-authored with some of our clients: www.FIRMSconsulting.com/gift

Fredric Marshall spent decades helping companies including Apple, Pfizer, and Genentech solve problems in sales effectiveness, product launches, and organizational change. In this discussion, he explains why he views sales and leadership primarily as change management challenges: helping people move from where they are to where they want to be. The conversation centers on several practical ideas that shape long-term performance. Marshall argues that strong systems reduce stress because "the system is carrying the load, not you as a person or the team." He explains why high-performing people consistently invest in infrastructure, technology, and environments that remove friction and preserve attention for higher-value work. The episode also explores Marshall's "Super Eight" framework, which includes the neural net, biological health, relationships, systems, assets, and contribution. One of the central themes is that attention shapes outcomes. "Whatever you feed [neural nets], they get better at," he explains, arguing for greater discipline around information intake, habits, and social environments. Other insights from the discussion include: • Why emotionally intelligent and externally focused people often elevate entire organizations • How successful professionals balance initiative with responsiveness rather than operating in constant reaction mode • Why many entrepreneurs underestimate the value of their own time and capabilities • How journaling, repetition, and evidence gathering can gradually replace limiting beliefs • Why wealth creation often depends on investing simultaneously in productive assets and personal capability Marshall also shares research from his work studying top performers, identifying three recurring characteristics: action orientation, external focus, and the ability to question assumptions others accept too easily. The discussion is ultimately about building a life and career intentionally: curating what enters your attention, surrounding yourself with the right people, and constructing systems that support the future you are trying to create. Get Fredric's book, Thrive: The Antidote to Future Shock, here: https://tinyurl.com/smn4u5ts Claim your free gift: Free gift #1 McKinsey & BCG winning resume www.FIRMSconsulting.com/resumePDF Free gift #2 Breakthrough Decisions Guide with 25 AI Prompts www.FIRMSconsulting.com/decisions Free gift #3 Five Reasons Why People Ignore Somebody www.FIRMSconsulting.com/owntheroom Free gift #4 Access episode 1 from Build a Consulting Firm, Level 1 www.FIRMSconsulting.com/build Free gift #5 The Overall Approach used in well-managed strategy studies www.FIRMSconsulting.com/OverallApproach Free gift #6 Get a copy of Nine Leaders in Action, a book we co-authored with some of our clients: www.FIRMSconsulting.com/gift

Kristy Ellmer has spent her career leading large-scale transformations across industries, countries, and operating environments. In this conversation, she explains why most change efforts fail — not because of bad strategy, but because organizations underestimate the human side of execution. A central idea from the discussion is the imbalance between the "what" and the "how" of transformation. Leaders spend enormous energy defining strategy, targets, and operating levers, but far less time on the behaviors and systems required for adoption. As Ellmer explains, "transformations or change are failing… on the elements of the how. It's not because there was bad strategy." She argues that many executives rush from alignment into execution before the organization is ready. One of the most counterintuitive lessons from her work is the need to pause after agreement is reached: "You need to take… up to two months to get organized." Without the right operating structure, early momentum eventually stalls. The conversation also explores why momentum must be designed intentionally. Discussing transformation work at Aetna, Ellmer explains the importance of visible early wins and helping employees understand "what's in it for you." She emphasizes that leaders are "responsible for momentum," not just strategy. Another major theme is resistance to change. Early in her career, Ellmer believed that "everybody will just get on board because things are right." Experience taught her otherwise. Different groups respond to different incentives, fears, and motivations. Her advice: "Be curious" about why people resist rather than assuming they are unwilling to change. She also challenges traditional views of change management, arguing that communication plans and training sessions alone are insufficient. "There is real science now out there on how humans really change," she says, and organizations that ignore that science struggle to achieve lasting adoption. The discussion also covers: why long transformations create fatigue when organizations never create "endings" how senior leaders should think about AI adoption versus AI hype why most companies are integrating AI as a workflow tool rather than fully replacing human work what separates successful consulting partners from those who simply "tick boxes" why career growth often comes from "leaning into uncertainty" Throughout the episode, Ellmer returns to one principle: organizations execute change more effectively when they treat employees with the same intentionality they would apply to external customers. "It's your job to sell the change," she says — not simply announce it. Kristy Ellmer is a Managing Director and Senior Partner at BCG and a former Chief Transformation Officer, with decades of experience leading multiyear transformations inside global organizations. She is a coauthor of the book, How Change Really Works. Get Kristy's book, How Change Really Works, here: https://tinyurl.com/2zb4p63d Claim your free gift: Free gift #1 McKinsey & BCG winning resume www.FIRMSconsulting.com/resumePDF Free gift #2 Breakthrough Decisions Guide with 25 AI Prompts www.FIRMSconsulting.com/decisions Free gift #3 Five Reasons Why People Ignore Somebody www.FIRMSconsulting.com/owntheroom Free gift #4 Access episode 1 from Build a Consulting Firm, Level 1 www.FIRMSconsulting.com/build Free gift #5 The Overall Approach used in well-managed strategy studies www.FIRMSconsulting.com/OverallApproach Free gift #6 Get a copy of Nine Leaders in Action, a book we co-authored with some of our clients: www.FIRMSconsulting.com/gift  

Philip Jameson discusses why most organizational transformations fail despite strong strategic intent, significant investment, and broad awareness that change is necessary. Drawing on his work at Boston Consulting Group and the research behind How Change Really Works, Jameson argues that the core problem is often not strategy itself, but a poor understanding of "how humans behave during periods of change." The conversation begins with Jameson's unusual path into consulting through classical music and leadership at the Sydney Symphony Orchestra. He reflects on the orchestra's temporary departure from the Sydney Opera House during its renovation and why the experience fundamentally shaped his thinking about institutional change. "It was an experience that I had had of really a change gone right," he explains, "and it made me passionate about giving the gift of great change to as many people in my life as I could." A major focus of the discussion is what Jameson calls "false alignment" — situations where leadership teams behave "as if you're more agreed than you really are." He argues that many transformations fail because executives believe they share a common vision until operational specifics expose deep disagreements. The episode also explores why leaders often avoid disagreement altogether. Citing behavioral research from Julia Minson, Jameson explains that people routinely overestimate how damaging disagreement will feel in practice. "It is much worse to imagine having a disagreement with someone than it is to actually have a disagreement with someone," he says. Another major theme is agency. Jameson draws on the "IKEA effect," the tendency for people to value outcomes they helped create themselves. In successful transformations, employees feel they have "their thumbprint on the design of the change." "Change really works," he argues, "when the people affected by that change… feel that they have contributed meaningfully to it in some way." The conversation also examines why organizations frequently underestimate barriers to adoption. Jameson outlines seven common reasons employees resist new tools, systems, or behaviors — including skill gaps, lack of time, lack of perceived benefit, and fear of losing status or value inside the organization. Rather than treating resistance as irrational, he argues leaders should approach adoption with "deep empathy" and structured thinking about human behavior. Another important thread concerns rituals and operating cadence during transformation. Jameson describes successful change efforts as highly disciplined systems with consistent decision-making rhythms, clear forums, and predictable escalation paths. "In great changes," he says, "there's a very consistent drumbeat." The episode also explores storytelling as a strategic tool during periods of uncertainty. Jameson outlines three recurring narratives used in successful transformations: the threat story, the fitness story, and the destiny story. The strongest organizations, he argues, usually commit to one clear narrative rather than mixing several competing explanations. The latter part of the discussion turns to AI and organizational adaptation. Jameson views AI transformations primarily as behavioral transformations rather than purely technical ones. "Maybe you think of it as an AI change," he says, "but really it's about human beings." Throughout the conversation, Jameson returns to one central idea: organizations rarely fail because they lack intelligence or ambition. They fail because leaders underestimate how difficult it is for groups of people to change behavior collectively and sustain that change over time. For executives, operators, and transformation leaders, the episode offers a practical framework grounded not only in strategy, but in the behavioral science of how change actually happens. Get Philip's new book, How Change Really Works, here: https://tinyurl.com/2zb4p63d Claim your free gift: Free gift #1 McKinsey & BCG winning resume www.FIRMSconsulting.com/resumePDF Free gift #2 Breakthrough Decisions Guide with 25 AI Prompts www.FIRMSconsulting.com/decisions Free gift #3 Five Reasons Why People Ignore Somebody www.FIRMSconsulting.com/owntheroom Free gift #4 Access episode 1 from Build a Consulting Firm, Level 1 www.FIRMSconsulting.com/build Free gift #5 The Overall Approach used in well-managed strategy studies www.FIRMSconsulting.com/OverallApproach Free gift #6 Get a copy of Nine Leaders in Action, a book we co-authored with some of our clients: www.FIRMSconsulting.com/gift

Management advisor and author Joe Pine explores a question that sits beneath most business strategy discussions but is rarely addressed directly: what business is ultimately for. Drawing on decades of work spanning mass customization, the experience economy, and his latest research on transformation, Pine argues that many companies misunderstand the real value customers seek and therefore stop too early in how they create value. The conversation begins with the progression from goods and services to experiences and transformations. Pine explains that transformations differ from experiences in one critical way: they must endure through time. "Memories of experiences fade over time," he says, "but transformations have to be sustained through time, or you did not in fact transform." A central idea throughout the episode is that "all transformation is identity change." Pine argues that meaningful transformation is not simply behavioral improvement, but a shift in how people understand themselves, whether through enhancement, expansion, cultivation, or complete metamorphosis. The discussion also explores where aspirations come from. One of Pine's deeper observations is that many aspirations emerge after disruption, trauma, illness, divorce, loss, or failure. The traumatic event changes a person immediately; the transformation comes afterward in the effort to become whole again. Pine is careful to distinguish between what companies can and cannot do. "You don't transform people as a company," he explains. "They transform themselves. You create the conditions under which" transformation becomes possible. Another major theme concerns how businesses price value. Pine argues that companies often reveal what business they are truly in through what they charge for. Commodities are priced as undifferentiated inputs, services as activities, experiences as time, and transformations as outcomes. "You are what you charge for," he says repeatedly throughout the discussion. The conversation ultimately expands into a broader philosophy of business itself. Pine argues that the true purpose of business is not profit maximization alone, but "to foster human flourishing", helping people become "more of who they are meant to be." In this framework, profit is not the purpose of business, but the result of creating genuine human value over time. The episode also examines resistance to identity change, sustaining long-term transformation, coaching and guidance, the future role of AI, and why Pine believes artificial intelligence will function primarily as a tool that helps people live and work more effectively rather than replacing human purpose altogether. For executives, consultants, educators, coaches, and operators, the conversation offers a deeper framework for understanding differentiation, customer value, and the growing shift from selling products and services to guiding lasting human transformation. Get The Transformation Economy here: https://tinyurl.com/5663jcjj Claim your free gift: Free gift #1 McKinsey & BCG winning resume www.FIRMSconsulting.com/resumePDF Free gift #2 Breakthrough Decisions Guide with 25 AI Prompts www.FIRMSconsulting.com/decisions Free gift #3 Five Reasons Why People Ignore Somebody www.FIRMSconsulting.com/owntheroom Free gift #4 Access episode 1 from Build a Consulting Firm, Level 1 www.FIRMSconsulting.com/build Free gift #5 The Overall Approach used in well-managed strategy studies www.FIRMSconsulting.com/OverallApproach Free gift #6 Get a copy of Nine Leaders in Action, a book we co-authored with some of our clients: www.FIRMSconsulting.com/gift

Professor Mordecai Kurz argues that rising inequality is not simply the result of markets, but the combined effect of "technology, culture and policy" operating together over decades. Drawing on his forthcoming book, Private Power and Democracy's Decline, Kurz explains why he believes free market capitalism, left entirely unregulated, eventually concentrates both economic and political power. His central concern is not wealth alone, but the long-term erosion of democratic agency when monopoly power becomes permanent through patents, acquisitions, and technological dominance. A major focus of the conversation is artificial intelligence and the future of work. Kurz distinguishes between technologies that increase human productivity and technologies designed primarily to replace labor altogether. "The key," he argues, "was creating a situation of increasing the productivity of people rather than replacing them." The discussion also explores job displacement, democratic control over technology, monopoly formation, and the responsibility societies have to preserve human dignity amid rapid technological change. "We can have democracy and we can have free market capitalism," Kurz says, "but… we cannot have them both." For leaders navigating the implications of AI, automation, and economic concentration, the episode offers a rigorous framework for thinking beyond short-term efficiency gains and toward the long-term relationship between innovation, power, and democracy. Mordecai Kurz is a Professor of Economics Emeritus at Stanford University. He is the author of Private Power and Democracy's Decline: How to Make Capitalism Support Democracy. Get Mordecai's book, Private Power and Democracy's Decline, here: https://tinyurl.com/4ftzph7a Claim your free gift: Free gift #1 McKinsey & BCG winning resume www.FIRMSconsulting.com/resumePDF Free gift #2 Breakthrough Decisions Guide with 25 AI Prompts www.FIRMSconsulting.com/decisions Free gift #3 Five Reasons Why People Ignore Somebody www.FIRMSconsulting.com/owntheroom Free gift #4 Access episode 1 from Build a Consulting Firm, Level 1 www.FIRMSconsulting.com/build Free gift #5 The Overall Approach used in well-managed strategy studies www.FIRMSconsulting.com/OverallApproach Free gift #6 Get a copy of Nine Leaders in Action, a book we co-authored with some of our clients: www.FIRMSconsulting.com/gift

Attia Qureshi examines negotiation not simply as a business skill, but as a core leadership capability that shapes influence, alignment, and decision-making. Drawing on experience across consulting, startups, academia, and international development, she explains why many capable professionals struggle in negotiations despite strong analytical skills. The discussion explores several practical themes: why preparation is often undervalued, how fear and emotional reactions affect judgment under pressure, and why negotiation should be treated as a skill built through repetition rather than theory alone. Qureshi also distinguishes influence from manipulation, emphasizing that durable cooperation is built through trust, reciprocity, and understanding shared interests. The episode covers organizational alignment, stakeholder management, rejection, and emotional resilience, including lessons from work in Colombia helping farming communities transition away from coca production. Throughout the conversation, Qureshi argues that effective negotiators are not necessarily the most aggressive or persuasive, but the ones who can stay disciplined, build trust, and navigate difficult conversations with clarity and composure. This episode offers practical insights for leaders seeking to improve negotiation, relationship management, and organizational effectiveness in both professional and personal settings. Attia Qureshi is an adjunct at the Ford School of Public Policy and previously at MIT's Sloan School of Management and Ross School of Business. The founder of Attia Qureshi Consulting, where she supports companies through negotiation, conflict resolution, and organizational strategy. Get Attia's book, Never Settle, here: https://tinyurl.com/2fyjhb5m Claim your free gift: Free gift #1 McKinsey & BCG winning resume www.FIRMSconsulting.com/resumePDF Free gift #2 Breakthrough Decisions Guide with 25 AI Prompts www.FIRMSconsulting.com/decisions Free gift #3 Five Reasons Why People Ignore Somebody www.FIRMSconsulting.com/owntheroom Free gift #4 Access episode 1 from Build a Consulting Firm, Level 1 www.FIRMSconsulting.com/build Free gift #5 The Overall Approach used in well-managed strategy studies www.FIRMSconsulting.com/OverallApproach Free gift #6 Get a copy of Nine Leaders in Action, a book we co-authored with some of our clients: www.FIRMSconsulting.com/gift