Competition is growing.
Attention spans are shrinking.
Everyone has access to the same technology, the same AI tools, the same social media platforms, and the same marketing ideas.
So why do so many businesses still struggle to stand out?
In this episode of The MindShare Podcast, David Greenspan sits down with former Adidas Vice President Lesley Hawkins for a powerful conversation around branding, leadership, confidence, marketing, emotional intelligence, and what it really takes to build a business that people notice and trust.
Drawing from nearly 15 years at one of the most recognized brands in the world, Lesley shares lessons from building and leading inside Adidas - and how those same principles apply to entrepreneurs, business owners, brokers, agents, and leaders trying to grow in today’s highly competitive environment.
This episode dives into:
- what most people misunderstand about branding
- how to measure the impact of your brand
- why authenticity matters more than ever
- leadership gaps that cause businesses to become reactive
- how emotional intelligence creates stronger businesses
- the role of AI and technology in modern business
- how to protect perceived value in uncertain markets
- why some people adapt under pressure while others freeze
- confidence, clarity, consistency, and self-awareness
- the connection between time management and performance
David and Lesley also discuss:
- standing out in crowded markets
- attention and visibility
- leadership under pressure
- why so many businesses blend in
- how to avoid operating emotionally
- what separates successful business owners from struggling ones
If you’re trying to grow your business, strengthen your leadership, improve your marketing, and stand out in a world where everybody seems to look and sound the same… this episode is for you.
What You’ll Learn
- What people misunderstand about branding
- How strong brands create trust and visibility
- Why authenticity is critical in leadership and business
- Leadership gaps that create overwhelm and chaos
- The importance of emotional intelligence in modern business
- How AI and technology are changing business relationships
- Why businesses struggle to stand out today
- How to protect perceived value during difficult markets
- What separates adaptable leaders from reactive ones
- The relationship between confidence, clarity, and consistency
- Why time management impacts business performance
- How to build stronger leadership habits and mindset
[00:00] Introduction - standing out in today’s market
[04:00] Introducing former Adidas VP Lesley Hawkins
Branding & Positioning
[07:26] What most people misunderstand about branding
[10:04] How to measure the impact of your brand
[14:57] Branding strategies small businesses can apply immediately
Market Research & Understanding People
[19:02] Questions business owners should be asking themselves
[21:25] Going beyond surface-level market data
Leadership & Business Growth
[28:43] Leadership gaps causing businesses to become reactive
Marketing, Authenticity & Human Connection
[36:30] The biggest marketing mistakes businesses are making
[42:19] Why authenticity matters in leadership and branding
[44:13] AI, emotional intelligence, and human connection
[51:48] Protecting value instead of racing to the bottom
Resilience, Pressure & Performance
[58:48] Why some people adapt under pressure while others freeze
[1:00:41] The importance of time management and structure
[1:02:13] Confidence, clarity, and consistency in business
[1:04:27] What to say to people who believe “I can’t”
[1:07:16] Skill vs mindset and getting out of your own way
[1:08:14] Defining a successful day
[1:10:55] Final words of wisdom from Lesley Hawkins
Key Takeaway
Standing out today isn’t about being louder.
It’s about being clearer.
More intentional.
More authentic.
More consistent.
And operating with confidence while everyone else reacts emotionally around you.
Sponsors
This episode is brought to you by:
KiTS Keep in Touch Systems
Helping real estate professionals stay top of mind through smarter marketing, follow-up, and CRM systems.
REM Real Estate Magazine
Canada’s trusted source for real estate news, business insights, and industry commentary.