#288: James “JC” Curleigh, CEO, Pelican Products – How to reframe what you sell

Most leaders think they’re in the business of selling their product. JC Curleigh thinks that’s exactly what limits your growth.

And as CEO of Pelican, he’s helping the company make a profound shift: they’re not in the protective case business, they’re in the protection business.

JC understands that great brands sell more than products, and he knows how to position them the right way. In fact, it’s how he led turnarounds at iconic brands like Levi’s and Gibson Guitars.

In today’s episode, you’ll see how to use the same thinking to revitalize and expand your own brand. You’ll also learn:

How to make better decisions by being “aggressively patient”

The incredible story behind the naming rights for Levi’s Stadium

What “helicopter vision” is, and why every leader should have it

What you need instead of a “Plan B”

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