🔥 The fire service isn't about you — it's about the people you serve and the firefighters you lead.

In this hard-hitting episode of *Side Alpha Leadership*, I sit down with Assistant Chief Moses Jefferies to talk real fire service leadership — the kind that happens at 2 a.m. when you're tired, cold, and still expected to give your best.

We go deep into what it means to lead with respect, own the brand, and represent your department with pride. From the bay floor to the command post, this conversation cuts through the buzzwords and gets to the truth:

✅ Why leadership is *behavior* — not position. ✅ Why the small details — clean rigs, crisp uniforms, tight PPE — matter more than you think. ✅ How to teach the next generation the *why* behind everything. ✅ Why "customer service" in the fire service isn't about smiles — it's about respect and pride in the badge. ✅ And why great leaders don't own the job — they *steward* it for the next generation.

⚡ "The patch on your arm is a brand. How you wear it is what the public remembers."

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#SideAlphaLeadership #FireServiceLeadership #FireCulture #Accountability #FirefighterMindset #LeadByExample #CommandPresence #FirefighterTraining #CustomerServiceInTheFireService