How Leaders Lead with David Novak

Episode: 3 More Questions (Sharon Price John)

Date: July 14, 2025

Host: David Novak
Co-host: Koula Callahan
Focus: Debriefing the leadership insights from David’s full interview with Sharon Price John, CEO of Build-a-Bear

Episode Overview

In this "Three More Questions" segment, David Novak and Koula Callahan take a deeper look at their recent interview with Sharon Price John. They discuss the remarkable turnaround of Build-a-Bear under her leadership, the power of emotional brand equity, the simplicity and potency of Sharon's SDSSx2 turnaround strategy, and her philosophy on not believing the odds. Listeners are treated to practical leadership lessons that transcend industries and actionable advice for building distinctive brands and motivated teams.

Key Discussion Points & Insights

1. Emotional Brand Equity

Timestamp: 01:33 – 04:48

• Definition and Importance:
  Sharon Price John emphasized that Build-a-Bear’s success is rooted in its emotional connection with customers. The magic of the brand goes far beyond a simple teddy bear—it’s about the experiences and memories attached to the product.

  “Brands conjure up an experience. And what you really want to do is understand what that end-to-end experience is for your customers.” – David Novak [01:53]

• Examples from Other Brands:
  David drew from his own experience at Pizza Hut, KFC, and Taco Bell to illustrate how great brands create memorable, emotional moments. The value of a product is often in the feelings and experiences it delivers rather than just its function.

  “You have to understand what brands mean beyond the product. And that means digging into that experience that it provides for the customer, which is an emotion.” – David Novak [02:44]

• Marketing Insight:
  Koula and David note people are willing to pay a premium when a brand makes them feel something.

  “People will pay a premium. They'll pay more for a T shirt that they feel a certain way about…” – Koula Callahan [03:41]

• Memorable Ad Reference:
  David cites an old Volvo ad as an example of emotional advertising that makes people feel smart about their choices.

  “99% of the people who drive Volvos have a college education. The others are just smart.” – David Novak quoting a Volvo ad [04:20]

2. SDSSx2: The Power of Simplicity in Turnarounds

Timestamp: 04:48 – 06:10

• The Turnaround Formula:
  Sharon’s formula: ‘Stop Doing Stupid Stuff. Start Doing Smart Stuff (SDSS x2)’, which she used to bring Build-a-Bear back to profitability.

  “She said, hey, you really want to get people to stop doing the stupid stuff first and then start doing the smart stuff…get rid of all the baggage, the bad stuff.” – David Novak [05:27]

• Why Sequence Matters:
  David highlights Sharon’s focus on stopping destructive behaviors before adding productive ones. It’s not enough to add best practices if old habits linger.

  “If you keep doing the stupid stuff and start doing the smart stuff, you're still wasting a lot of time.” – David Novak [05:26]

• Leadership Takeaway:
  Creating change means unlearning and clearing space before building anew. Simplified, direct approaches—when deeply executed—are highly effective.

3. Optimism and Defying the Odds

Timestamp: 06:10 – 08:22

• Sharon’s Attitude on Odds:
  Sharon advises leaders not to be discouraged by negative odds or daunting data, but rather to rely on optimism and conviction.

  “She doesn't really think that you should believe in your odds, even if they're stacked against you.” – Koula Callahan [06:10]

• Data vs. Willpower:
  David reflects that when pursuing big change, leaders will always hear doubt. Positive, can-do optimism is essential for rallying a team, even in the face of long odds.

  “I'd much rather work for an optimistic leader than a pessimistic leader...Leaders have to step up if they really believe it and have conviction around it and say, oh, yes, it can.” – David Novak [06:31]

• Transparency with Teams:
  Good leaders acknowledge challenges without sugarcoating but lead with belief in a new path forward. David stresses the importance of inviting the team to contribute solutions.

  “You say, hey, it's not going to be easy. But guess what? We're going to do it. Because I see a path to how it can happen, and I need you to help me do it, and I need you to show me things that maybe I'm not seeing.” – David Novak [07:29]

• Memorable Analogy:
  David highlights the difference between ‘sunny’ leaders and ‘Eeyores.’

  “Nobody will ever follow an Eeyore. You know, let the Eeyores go work somewhere else…Eeyores will never be great leaders. But people who see the sun shining, the rainbow coming…and the pot at the end of the rainbow, those are the leaders that you want to follow.” – David Novak [07:52]

4. Build-a-Bear: Innovating Beyond the Obvious

Timestamp: 08:35 – 09:38

• Brand Expansion and Discovery:
  Even David admits he underestimated Build-a-Bear’s range—there’s more than bears, including animal variety and new audience segments (e.g., the "Bear Cave" for adults).

  “I didn't know anything about Build-a-Bear, to be honest with you...she corrected me on that, which I thought was really good.” – David Novak [08:35]

• The American Experience:
  David marvels at the ability to monetize unexpected ideas when they bring unique experiences and joy.

  “It just shows in this country, man, you can make money in all kinds of different ways…But the great thing is people can make money when they provide an experience that's unique…something that brings joy. And that's what Build-a-Bear does.” – David Novak [09:16]

Notable Quotes

• On Emotional Branding:
  “Brands create emotions, and brands make people feel good about themselves.” — David Novak [04:08]

• On Stopping Stupid Stuff:
  “You really want to get people to stop doing the stupid stuff first and then start doing the smart stuff...” — David Novak [05:27]

• On Leading Against the Odds:
  “Leaders have to step up if they really believe it and they have conviction around it and say, oh, yes, it can.” — David Novak [06:55]

• On Optimism in Leadership:
  “Nobody will ever follow an Eeyore...Eeyores will never be great leaders.” — David Novak [07:52]

• On Brand Surprise:
  “Now I know about it because I went online and I saw that there's KFC bears...” — David Novak [08:56]

Timestamps for Key Segments

• Emotional Brand Equity: 01:33 – 04:48
• Simple Turnarounds (SDSSx2): 04:48 – 06:10
• When (Not) to Believe the Odds: 06:10 – 08:22
• The Surprise of Build-a-Bear: 08:35 – 09:38

Episode Tone & Style

Conversational, energetic, and upbeat—David and Koula’s tone is open, honest, curious, and humorous, especially when sharing their own discoveries and lessons learned.

Summary Takeaway

This episode distills why Sharon Price John is a standout leader: She makes brand experiences powerful by tapping into emotion, executes turnarounds using simple but disciplined frameworks, and leads with optimism even when the data isn’t in her favor. David and Koula’s discussion offers listeners practical insights on brand-building, change management, and the importance of a leader’s positive mindset.