Most companies hire. The best ones recruit. In this episode of The $100M Entrepreneur Podcast, Brad Sugars, founder and chairman of Action Coach, explains why relying on job posts keeps businesses stuck — and why real scale comes from actively finding, attracting, and keeping A-players. He breaks down the true difference between hiring and recruiting, the principle behind A’s hiring A’s, and how a single great person can completely transform a company’s trajectory. 

Brad shares real examples from his own businesses — recruiting a competitor’s top salesperson, bringing in a server who boosted dessert sales overnight, and building teams that multiply results instead of divide them. He also lays out the simple three-page process he uses before filling any role: getting clear on who he wants, what the job truly is, and how success will be measured.

Brad then breaks down the leadership framework that turns talent into real performance — vision, mission, values, and OKRs to set direction, along with strong communication, decision-making, and feedback to drive execution. He explains why culture isn’t a slogan; culture is strategy, and it’s the strongest magnet for A-players.

He also shares a simple method for evaluating your team across competency, productivity, passion, and focus, giving you a clear picture of who’s driving growth and where improvements matter most.

If you’re ready to recruit like the pros, elevate your leadership, and build a team that builds the company, hit play.

About Brad Sugars
Internationally known as one of the most influential entrepreneurs, Brad Sugars is a bestselling author, keynote speaker, and the #1 business coach in the world. Over the course of his 30-year career as an entrepreneur, Brad has become the CEO of 9+ companies and is the owner of the multimillion-dollar franchise ActionCOACH®. As a husband and father of five, Brad is equally as passionate about his family as he is about business. That’s why, Brad is a strong advocate for building a business that works without you – so you can spend more time doing what really matters to you. Over the years of starting, scaling and selling many businesses, Brad has earned his fair share of scars. Being an entrepreneur is not an easy road. But if you can learn from those who have gone before you, it becomes a lot easier than going at it alone.
Please click here to learn more about Brad Sugars: https://bradsugars.com/

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