Elaine Jobson has more than 20 years of experience in the health and fitness industry, working with top entrepreneurs and leading JETS Fitness as COO in 2013. She successfully led a management buyout of 129 franchised clubs and expanded JETS internationally across multiple countries.

Elaine discusses the use of Net Promoter Score (NPS) as a tool to drive the company’s Big Hairy Audacious Goal (BHAG) of becoming Australia’s most loved gym, with an emphasis on using feedback to improve operations rather than focusing on scores alone.

The difference between “good profit” (derived from enhancing customer relationships) and “bad profit” (earned at the expense of customers) is also explored. Prioritising people and culture over profit is highlighted as essential, with a focus on creating a people-centred environment.

Takeaways

• Success comes from prioritising people and building a positive company culture over profit.
• Net Promoter Score (NPS) helps gather feedback and identify operational improvements, not just measure satisfaction.
• “Good profit” is earned through lasting customer relationships, not at their expense.
• A clear Big Hairy Audacious Goal (BHAG) motivates teams and aligns efforts across the organisation.
• Employee engagement is a long-term journey that requires ongoing leadership commitment and effort.
• Embracing Kaizen promotes continuous learning and small improvements for sustainable growth.
• Leaders must lead by example and inspire their teams to uphold the company’s vision and values.
• Empowering teams with tools and training ensures long-term success and employee growth.

Follow Elaine Jobson
https://jetts.com.au/ 
https://www.linkedin.com/in/elaine-jobson-72a8a33/

Books on this episode
High Performance Through Happy People: How to build a highly successful company fuelled by a world-class culture by Elaine Jobson https://amzn.to/463k0sc 
First Break all the Rules by Marcus Buckingham https://amzn.to/3ygnV8B 
Nine Lies About Work by Marcus Buckingham https://amzn.to/4fpXBtA 

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/ 
Made to Thrive: The practical, prescriptive guide on how to be a great CEO 
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

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Mo Fathelbab is a seasoned entrepreneur, leadership coach, and founder of Forum Resources Network, renowned for fostering authentic connections and impactful growth. An author and speaker, he explores the power of peer support and relationships in achieving meaningful success across organisations.

Mo highlights how fostering non-judgmental, confidential environments builds deep connections within organisations, contributing to high retention rates. He advocates for shared stories rather than direct advice to strengthen trust. Mo also introduces the concept of “forking up” or “forking down” in conversations – responding with vulnerability or invulnerability, respectively – to sustain meaningful connections.

Takeaways

• Showing vulnerability helps leaders build trust and fosters a culture where authentic connections thrive.
• Confidentiality is crucial for creating spaces where people feel safe to communicate openly and honestly.
• Sharing personal experiences rather than advice promotes supportive, non-judgmental environments that strengthen relationships.
• “Forking down” in conversations by responding vulnerably builds connection, while “forking up” can disrupt it.
• Workplace friendships create real business value by improving engagement and contributing to a positive environment.
• Empathetic leaders prioritise understanding each team member, creating an inclusive space where everyone feels valued.
• Gratitude and meditation practices enhance leaders’ resilience, improving their ability to balance work and relationships.
• Effective facilitation fosters trust, enhancing collaboration, open communication, and collective problem-solving within teams.

Follow Mo Fathelbab 
https://www.mofathelbab.com/
https://www.facebook.com/mo.fathelbab/
https://x.com/fathelbab
https://www.linkedin.com/in/mofathelbab/

Books on this episode

Forum: The Secret Advantage of Successful Leaders, by Mo Fathelbab https://a.co/d/9wxT6xb
The Friendship Advantage: Seven Keys to Building Relationships That Transform Culture and Drive Productivity, by Mo Fathelbab https://a.co/d/1J7TltG
Positive Intelligence: Why Only 20% of Teams and Individuals Achieve Their True Potential AND HOW YOU CAN ACHIEVE YOURS by Shirzad Chamine https://amzn.to/3WPI9Q6
Mans search for meaning by Viktor E Frankl https://amzn.to/3WT1Iaj 

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/ 
Made to Thrive: The practical, prescriptive guide on how to be a great CEO 
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

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Barb de Corti is a passionate entrepreneur who has grown her business, ENJO Australia and Santé Skincare, from selling microfibre cloths at expos to achieving over a billion dollars in sales. As an avid learner and advocate for sustainability, she has built a carbon-neutral, ethical business committed to fair practices and reducing environmental impact. It has resulted in a cult following for her products over the years.

Initially, she aimed to educate consumers on effective, chemical-free cleaning through demonstrations, a novel approach at the time. Although the business experienced rapid growth, scaling from 150 to over 2,500 consultants and reaching $80 million in turnover, the success brought challenges, including overwhelming demands, financial missteps, and personal tolls.

Now, post-COVID, she focuses on cultivating a loyal customer base and adapting to shifts in consumer habits, including digital sales. Her current goal is to build a more sustainable, customer-focused business that emphasises affordability, safety, and environmental impact.

Takeaways

• Educating customers on the mental health benefits of sustainable cleaning practices builds trust.
• Starting with a direct-selling model, in-person demos foster engagement and boosted growth.
• Rapid growth can create operational strain and temporarily impact passion and purpose.
• Effective cash flow management is essential for maintaining financial stability.
• Balancing online sales with in-person demos aligns with evolving consumer preferences.
• Cult status builds loyalty through shared purpose and giving customers a voice.
• Eco-friendly products resonate with values around reducing chemical use, water waste, and plastic.
• A “better business” focuses on sustainable practices over high turnover.

Follow Barb de Corti
https://www.enjo.com.au/  
https://www.linkedin.com/in/barbdecorti/

Books on this episode

Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions by Dr Dan Ariely https://amzn.to/46ddBe8

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/ 
Made to Thrive: The practical, prescriptive guide on how to be a great CEO 
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

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Shannon Susco is an entrepreneur and author who founded a successful coaching practice and developing the influential Metronomics Strategic Execution Framework. She's received multiple accolades, including recognition as one of Canada’s Top 100 Most Powerful Women and the Universal Women’s Network Game Changer Award.

Shannon emphasises the need for business owners to develop a clear strategy and system, noting how this can significantly enhance both profit and company value. She recounts her transition from CEO to coach, underlining the value of reflection, personal goals, and team dynamics in maintaining passion for one’s business.

Takeaways

• Strategic execution requires aligning teams with clear goals and priorities.
• The Metronomics framework focuses on consistent execution and measurable results.
• Effective planning involves anticipating obstacles and preparing solutions in advance.
• Building a strong company culture drives engagement and productivity.
• Collaboration fosters innovation and enhances overall team performance.
• Regular feedback loops are essential for continuous improvement and adaptation.
• Prioritising tasks helps manage resources and focus efforts effectively.
• Personal resilience is key to overcoming challenges and achieving success.

Follow Shannon Susko 
https://www.metronomics.com/ 
https://www.linkedin.com/in/shannonbyrnesusko/ 
https://www.youtube.com/@metronomicssystem

Books on this episode 
10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less by Dan Sullivan https://amzn.to/3SkfVu4 
The M Game: The Metronomics Monograph by Shannon Susko https://amzn.asia/d/hSVKC9i 
3hag Way: The Strategic Execution System that ensures your strategy is not a Wild-Ass-Guess! By Shannon Susko https://a.co/d/h4FRkqr 
The Metronome Effect: The Journey To Predictable Profit by Shannon Susko https://a.co/d/dOrSYBe 
Metronomics: One United System to Grow Up Your Team, Company, and Life by Shannon Susko https://amzn.asia/d/a60Xu5u

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/ 
Made to Thrive: The practical, prescriptive guide on how to be a great CEO 
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

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A methodical approach to hiring can significantly improve the chances of selecting the right candidates, making the hiring process more effective, insists Chris Mursau. Chris has been consulting and teaching organisations and managers how to build teams of top performers. He’s conducted over 2,500 in-depth top grading assessments and training thousands in proven methodologies for hiring high achievers.

Implementing change management strategies, such as demonstrating the cost of hiring mistakes, can encourage buy-in from leadership teams. Chris outlines that hiring success is defined as filling roles with A players who stay long-term.

Takeaways

• Hiring high performers enhances productivity and fosters a positive workplace culture.
• Implementing a structured hiring process reduces bias and increases candidate success.
• Assessing soft skills is essential for identifying candidates who align with team dynamics.
• Continuous feedback during the hiring process improves candidate experience and engagement.
• Involving current team members in hiring decisions leads to better cultural fit.
• Regularly reviewing and refining hiring strategies ensures alignment with organizational goals.
• Training hiring managers enhances their skills in identifying and attracting top talent.
• Using data-driven approaches in hiring decisions leads to improved outcomes and reduced turnover.

Follow Chris Mursau 
https://topgrading.com/

Books on this episode 
Foolproof Hiring: Powerful, Proven Keys to Hiring HIGH Performers by Dr Brad Smart & Chris Mursau https://amzn.to/3V2lpKk 
Topgrading (How To Hire, Coach and Keep A Players) by Brad & Geoff Smart https://amzn.to/3x2Ws9P 
10X is easier than 2X Dr Ben Hardy https://amzn.to/3zDBW0x

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/ 
Made to Thrive: The practical, prescriptive guide on how to be a great CEO 
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

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Nicole Donnelly is an accomplished entrepreneur and business consultant specialising in personal development and leadership, focusing on mindset and strategy to empower individuals and organisations to achieve their goals.

She says business owners can leverage AI to streamline operations, enhance productivity, and make data-driven decisions. Nicole suggests that AI tools can automate repetitive tasks, provide insights into customer behaviour, and help in personalising marketing strategies, ultimately freeing up time for owners to focus on strategic growth and innovation.

Takeaways

• AI can automate routine tasks, freeing up time for growth activities.
• Implementing AI tools boosts efficiency and productivity in business operations.
• AI provides insights from data for informed, real-time decision making.
• Businesses can personalize customer experiences using AI to analyse behaviour.
• Early AI adoption offers a competitive edge in the marketplace.
• AI solutions scale easily, accommodating business growth without major costs.
• Automating tasks with AI reduces errors and labour costs effectively.
• AI systems improve over time, adapting to new data and needs.

Follow Nicole Donnelly 
http://www.aismartventures.com/ 
https://www.linkedin.com/company/aismartmarketing/ 
https://twitter.com/AISmartMktg 
https://www.instagram.com/aismartmarketing/

Books on this episode 
The First Fifteen Lives of Harry August by Claire North https://amzn.to/3zTTkhC

Rash to Riches: How I Grew BabyLegs from a Home Business to a Global Brand by Nicole Donnelly https://amzn.to/3VtqkWo

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/ 
Made to Thrive: The practical, prescriptive guide on how to be a great CEO 
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

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Celebrating diversity is essential for growth, innovation, and progress. That’s according to John Sanei, a futures strategist, bestselling author, and global keynote speaker known for helping organisations evolve and elevate beyond their current boundaries. He has worked with top global leaders, including CEOs of Fortune 100 companies, heads of state, government leaders, education boards, and royal families.

He believes that diverse perspectives enrich conversations and lead to better solutions, allowing individuals and organizations to evolve and adapt. Embracing diversity helps create an inclusive environment where different ideas can flourish, driving success in a rapidly changing world.

Takeaways

• Focusing only on profitability leaves businesses vulnerable to disruptive competitors.
• Entrepreneurs need stillness and reflection to gain clarity for growth.
• Adaptability is crucial for staying relevant in a rapidly changing world.
• Success comes from pursuing unique passions and specializing in your interests.
• A calm mind fosters creativity and adaptability for new opportunities.
• Old systems are obsolete; embracing change is key to future success.
• AI should be seen as a tool for growth, not a threat.
• Emotional regulation is vital for navigating challenges and achieving success.

Follow John Sanei 
https://johnsanei.com/ 
https://linktr.ee/JohnSanei
https://www.linkedin.com/in/johnsanei/ 
https://www.youtube.com/channel/UCVWNqrphfUB2ubkN6bhZRkg 
https://twitter.com/IamJohnSanei 
https://www.facebook.com/JOHNSANEIINC 
https://www.facebook.com/john.sanei 
https://www.instagram.com/johnsanei/ 
https://www.tiktok.com/@johnsanei

Books on this episode 
What’s Your Moonshot? by John Sanei https://a.co/d/4DVIpGH 
Age of Revolutions: Progress and Backlash from 1600 to the Present by Fareed Zakaria https://amzn.to/3VIaibe

Podcast on this episode 
The Prof G Show with Scott Galloway https://www.youtube.com/c/TheProfGShow-ScottGalloway

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/ 
Made to Thrive: The practical, prescriptive guide on how to be a great CEO 
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

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Cléo Maheux is a seasoned business coach and consultant with a background in engineering, renowned for her expertise in humanising business growth and leadership.

Cléo shares insights on navigating the complexities of coaching, emphasising the importance of finding a coach who genuinely aligns with your needs and can offer authentic, impactful guidance. She says there is a critical need for entrepreneurs to set high standards and have zero tolerance for bad behaviour to scale their businesses effectively.

Cléo highlights the significance of human connection in business, drawing from her engineering background to advocate for a balance between process and people. Cléo’s perspective is enriched by her personal journey and reflections on midlife, inspired by Chip Conley’s book, Learning to Love the Midlife.

Takeaways

• Effective marketing strategies target the right audience through tailored, relevant content.
• Strong business leaders eventually develop zero tolerance for bad behaviours in their teams.
• Choosing the right coach involves assessing their success stories and how they engage.
• High-level coaching demands a genuine connection and commitment to client success.
• The essence of scaling a business lies in human connection and authenticity.
• Simplicity and returning to basics can drive significant improvements in business performance.

Follow Cléo Maheux 
https://www.hypercroissance.com/ 
https://www.linkedin.com/company/hypercroissance/ 
https://www.facebook.com/hypercroissance 
https://www.instagram.com/hypercroissance/ 

Books on this episode 
Learning to love the mid-life by Chip Conley https://amzn.to/3IAl9wC  
The leader within us by Warren Rustand https://amzn.to/3wN4MKu  

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/  
Made to Thrive: The practical, prescriptive guide on how to be a great CEO
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

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John Jantsch is a renowned marketing consultant, author of seven books, and founder of Duct Tape Marketing, known for his expertise in small business marketing strategies.

He discusses the concept of treating customers as members, rather than mere buyers, to foster deeper relationships and long-term loyalty. John explains how a customer success track, which guides clients through different stages of growth, can transform marketing into a strategic journey.

And he highlights the significance of the Pareto principle in business, suggesting that focusing on the top 20% of customers, who are both profitable and likely to refer others, can dramatically enhance profitability.

Takeaways 

• Businesses should focus on creating a membership experience to foster customer loyalty.
• Guide customers through a success journey, identifying key milestones for relationship growth.
• Build trust by aligning with customers who share your business’s core values.
• Prioritise the top 20% of customers to enhance profitability and referrals.
• Foster a culture of mentorship and empowerment to align personal and business growth.
• Implement a strategic marketing approach focused on trust-building and long-term relationships.

Follow John Jantsch 
https://ducttapemarketing.com/  
https://www.linkedin.com/in/ducttapemarketing/ http://www.facebook.com/ducttapemarketing
https://www.instagram.com/ducttapemarketing/  
https://twitter.com/ducttape  
https://www.youtube.com/user/ducttapemarketing  

Books on this episode

The Ultimate Marketing Engine by John Jantsch https://amzn.to/3IEcFV9  
Duct Tape Marketing by John Jantsch https://amzn.to/3veBK5T  
How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often by Ray Edwards https://amzn.to/43rUCuU  

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/  
Made to Thrive: The practical, prescriptive guide on how to be a great CEO
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

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Warren Rustand is a distinguished leadership expert, former cabinet secretary to a US president, author, mentor with extensive experience in guiding individuals and organisations towards success. He is known for his profound insights into emotional intelligence and transformational leadership, emphasising the importance of self-awareness and serving others.

Warren discusses the evolving nature of leadership, highlighting the shift from valuing IQ to prioritising emotional intelligence (EQ), especially in the post-COVID era. He stresses that while raw intelligence is still important, EQ now plays a crucial role in understanding and navigating today’s complex world.

Warren differentiates between transactional leadership—focused on managing tasks—and transformational leadership, which inspires and motivates by connecting with deeper values. He underscores the importance of serving others, sharing his experience working with Mother Teresa, and advocates for businesses that focus on a higher purpose beyond profitability.

Takeaways

• Emotional intelligence (EQ) is now more crucial than raw intelligence (IQ).
• Consistent leadership behaviour and values enhance credibility and effectiveness.
• Carve out quiet time for reflection to improve self-awareness and EQ.
• Transformational leadership inspires, while transactional leadership focuses on task completion.
• Prioritising others’ needs defines successful, impactful leadership.
• Businesses should aim for a higher purpose beyond just making money.
• Strong company culture and people focus drive business success.

 

Follow Warren Rustand 
https://warrenrustand.com/ 
https://www.linkedin.com/in/warren-rustand-8a9b026/ 
https://www.facebook.com/WarrenSRustand/ 

Books on this episode 
The Leader Within Us by Warren Rustand https://theleaderwithinus.com/book/  
The 7 Habits of Highly Effective People by Stephen Covey https://amzn.asia/d/a762D8H  
Leadership by James McGregor Burns https://amzn.asia/d/2vjJ6is  
True North by Bill George https://amzn.asia/d/7Y8OR1m  
Servant Leadership by Robert Greenleaf https://amzn.asia/d/9v4aYBq  
How Will You Measure Your Life? by Clayton Christensen https://amzn.asia/d/hVXMMEG  

Watch the episode on YouTube: https://www.youtube.com/@TheEvolutionPartners

Newsletter – each week I share interesting insights, articles and ideas you can use. Join other leaders and subscribe to The Evolution Partners newsletter https://evolutionpartners.com.au/subscribe/

Books – Learn more about our books https://evolutionpartners.com.au/books/  
Made to Thrive: The practical, prescriptive guide on how to be a great CEO
Onboarded: How to bring new hires to the points where they are more effective faster. A business case for leaders on why you should commit to an effective onboarded process. 
Onboarded for Managers: Helping managers bring new hires to the point where they are more effective faster.

Follow me: 
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on https://twitter.com/Evolution_Perth

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