Have you ever felt the tension of trying to imitate other leaders — tough and aggressive on one hand, all passion and heart on the other? Like you had to choose one lane or the other just to be taken seriously?

Dr. J.J. Peterson has dealt with that same struggle. But the most successful leaders who inspired him most didn’t pick. They were able to be unapologetically ambitious while still leading with heart.

That realization is at the heart of Badass Softie, a new podcast for ambitious leaders like you who want to chase big goals without losing what makes you human. Hosted by Dr. J.J. Peterson — professor, consultant, storyteller, and messaging expert — each episode brings insights from leaders and innovators, along with personal stories and lessons from J.J. himself.

In this sneak peek, J.J. shares how the StoryBrand framework transformed his own leadership journey — and how it can help you step more fully into being a Badass Softie.

👉 Subscribe and follow so you’re ready when the first full episode drops on September 22, 2025.

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You don’t have to play by someone else's outdated leadership rules anymore. Together, we will rewrite what it means to lead as Badass Softies.

Have you ever felt that to be a great leader you have to choose between being loud and aggressive or compassionate and empathetic? You're too driven for the “soft” spaces, yet not cutthroat enough for the boardroom. But here’s the truth: you don’t have to choose.

Badass Softie is a new podcast for leaders who are unapologetically ambitious and want to lead with heart. Hosted by Dr. J.J. Peterson — professor, nonprofit leader, Hollywood storyteller, and messaging expert — J.J. has seen firsthand that the most impactful leaders don’t sacrifice one for the other. They chase big goals while leading with courage, vulnerability, and heart.

Each episode brings you insights from leaders and innovators, along with personal stories and lessons from J.J. himself. The goal is always the same: to help you step more fully into being a Badass Softie — a leader who is ambitious, kind, powerful, and deeply human.

Badass Softie launches September 22, 2025. Subscribe and follow wherever you get your podcasts — and watch episodes on YouTube at @BadassSoftie. It’s time to step fully into the kind of leader you were made to be, without playing by the outdated rules you were told to follow. Become a Badass Softie starting September 22.