Take Command: A Leadership Podcast
Episode: From Setbacks to Success: Charting a Path Through Empathy
Host: Joe Hart
Guest: Sharon Price John, President and CEO of Build-A-Bear Workshop
Release Date: August 13, 2024

Introduction

In this episode of Take Command: A Leadership Podcast, hosted by Joe Hart, listeners are introduced to Sharon Price John, the President and CEO of Build-A-Bear Workshop. Sharon is celebrated for her expertise in guiding companies through digital transformations and financial turnarounds, with a distinguished career spanning giants like Hasbro and Mattel. Her leadership philosophy is encapsulated in her best-selling book, Stories and Heart, which delves into the power of personal narratives in shaping successful leadership.

Early Life and Influences

Sharon opens up about her upbringing in a small town in Tennessee, highlighting how this environment instilled in her a deep sense of community and responsibility.

Sharon Price John [02:28]: "We all raised each other... It says a lot about how to create a lifelong relationship. Having that long view has done a lot for me."

Growing up in a tight-knit community taught Sharon the value of accountability and the importance of maintaining strong, enduring relationships. These early experiences laid the foundation for her tenacity and vision as a leader.

Defining Moments and Career Path

Sharon discusses pivotal moments that shaped her career, including her decision to pursue higher education and her experiences in various industries.

Sharon Price John [04:49]: "It's very rare in life that you unleash your potential. If you keep running from something versus running toward something... this shift in energy is extremely important."

Leaving her small town to attend college marked the beginning of Sharon’s journey of self-discovery and professional growth. She emphasizes the importance of running towards one's goals rather than away from fears, a theme that recurs throughout her career.

Sharon's transition from advertising to roles at Mattel and Hasbro exemplifies her ability to adapt and lead in diverse settings. Her knack for turning around struggling businesses positioned her as a sought-after change agent, ultimately leading her to her current role at Build-A-Bear Workshop.

Overcoming Limiting Thoughts

A significant portion of the discussion centers on overcoming negative self-talk and limiting beliefs, themes that Sharon explores deeply in her book.

Sharon Price John [10:02]: "There's a voice in your head of your passion and your dreams that you have to nurture... The secondary voice is really the core of thousands of years of evolution."

Sharon explains the internal battle between our aspirational self and our cautious, survival-oriented self. She advocates for recognizing and nurturing the positive voice while understanding that the cautionary voice often exaggerates fears beyond reasonable likelihood.

The Journey with Build-A-Bear Workshop

Sharon details her tenure at Build-A-Bear Workshop, particularly focusing on the challenges she faced upon taking over as CEO and the strategies she employed to steer the company back to profitability.

Sharon Price John [18:23]: "We had to be transparent about our financial situation and create a strategy based on monetizing the brand's equity across various revenue streams."

Instead of vilifying previous leadership, Sharon chose to highlight the existing strengths of Build-A-Bear while addressing the urgent need for change. Her approach emphasized a shared vision and strategic trust, fostering an environment where the team could rally behind a common goal of returning to profitability without losing the company’s heart.

Leadership Philosophy and Empathy

Sharon’s leadership style is characterized by flexibility, empathy, and a stakeholder mentality. She believes in adapting leadership approaches to meet the diverse needs of her team and emphasizes the importance of emotional connection in motivating employees.

Sharon Price John [23:51]: "The burden is on you to find the way to motivate each one of these individuals... to inspire people to get engaged and emotionally connected to the bigger idea."

Her participation in the reality show Undercover Boss provided her with firsthand insights into the challenges faced by frontline employees, reinforcing her commitment to empathetic leadership.

Sharon Price John [27:24]: "It was a great reminder of the different walks of life... their livelihood. This is their livelihood."

Lessons Learned and Final Insights

Reflecting on her experiences, Sharon shares invaluable lessons about resilience, perspective, and the power of storytelling in leadership.

Sharon Price John [30:57]: "If you can just not label the things that you think are happening right now that are terrible, let it be. It is just a thing until you label it and give yourself some time before you decide to label it."

Sharon underscores the importance of not immediately categorizing experiences as negative or positive. By allowing time and reframing narratives, leaders can gain a more balanced perspective, turning perceived setbacks into opportunities for growth.

Additionally, Sharon discusses the integration of digital transformation at Build-A-Bear, balancing innovation with the company’s core values and unique customer experience.

Sharon Price John [34:05]: "We recognize that it was right around the 20-year mark when we started to drive toward the digital solution... 40% of our sales are to teens, tweens, and adults now."

Conclusion

Sharon Price John’s journey from a small-town upbringing to leading a globally recognized brand exemplifies the transformative power of empathy, resilience, and strategic vision in leadership. Her insights offer valuable lessons for leaders aiming to navigate challenges and inspire their teams effectively.

For those interested in delving deeper into Sharon’s leadership philosophies and experiences, her book Stories and Heart is available in various formats on Amazon.

Notable Quotes

• Sharon Price John [02:28]: "Having that long view has done a lot for me."
• Sharon Price John [04:49]: "It's very rare in life that you unleash your potential."
• Sharon Price John [10:02]: "There's a voice in your head of your passion and your dreams that you have to nurture."
• Sharon Price John [18:23]: "We had to be transparent about our financial situation."
• Sharon Price John [23:51]: "The burden is on you to find the way to motivate each one of these individuals."
• Sharon Price John [30:57]: "If you can just not label the things that you think are happening right now that are terrible, let it be."

For more insights and resources, visit www.dalecarnegie.com. Don’t forget to rate and follow Take Command: A Leadership Podcast on Apple Podcasts and Spotify for more inspiring leadership stories.