Transforming Businesses & Unlocking Success in the Modern Era

What does it take to achieve global business success? With over 30 years of experience as an entrepreneur, Brad Sugars, the founder of Action Coach, a bestselling author, and the world’s leading business coach, has a passion for creating and transforming businesses that can flourish without constant oversight. In this blog, we’ll tap into his wealth of knowledge on leadership, business growth, and personal development. Get ready to explore what it means to be a confident leader, how to build a high-performing team, and why lifelong learning is the secret to lasting success.

At just 16 years old, Brad had a pivotal experience when he won the Rotary Youth Leadership Award at the Sunnybank Rotary Club in Brisbane. That opportunity sent him on a week of leadership and success training, sparking a deep passion for learning and personal growth. Around the same time, Brad attended a seminar by the legendary Jim Rohn, which would profoundly shape his outlook on life and business. One of the key lessons Brad took away helped him realize that by focusing on self-improvement, challenges naturally become more manageable.

Jim Rohn’s teachings had a lasting impact on Brad, particularly in shaping his life philosophy. Rohn’s advice to read a book a week fueled Brad’s commitment to continuous learning, aligning with his belief in building businesses that thrive independently. Brad also values life’s harmony, balancing dedication to both work and family.

“You build people who build companies”

Brad believes that the secret to building successful companies lies in building great people. He focuses on creating strong leaders, systems, and processes that allow businesses to run independently. In his early days, Brad owned his companies outright. Today, he invests in young, talented individuals with the potential to build great companies.

“I think the key to building a lot of companies and doing all that is building great people. You don't build companies, you build people who build companies. There's a big, big difference.” - Brad Sugars

Management vs. Leadership

Management is about building competency and productivity. It requires hands-on training, mentoring, and guiding new employees like apprentices. Brad believes in micromanaging early on to help employees grow, gradually giving them the tools and knowledge to become competent.

Leadership, on the other hand, is about inspiring passion and focus. Brad emphasizes that when people have a clear motive, they’re naturally driven. He also stresses the importance of asking questions rather than providing answers, helping people develop their thought processes. In Brad’s view, the key to long-term business success is simple: build the people who will build the company.

“To make massive differences, you’ve got to make massive changes”

When Brad first envisioned ActionCOACH, his goal was crystal clear.Brad set out to create a business model that could be replicated worldwide. He believed that if he could successfully run it in one location, it could be scaled across many. Today, ActionCOACH operates in 83 countries, with a goal to expand to 120 by 2030.

Brad recognized that scaling to this level meant rethinking everything. One of the significant changes for Brad was moving to the U.S., specifically Las Vegas, to immerse himself in a global business mindset. His insights reflect a deep understanding of how local nuances shape the way businesses succeed on a global scale. Jim Rohn always said, ‘You’re the average of the five people you spend the most time with.’ 

“Rethink your business every seven to ten years”

Brad suggests taking a fresh look at your entire organization every seven to ten years. This isn't just about jumping on the latest digital trends but rethinking how everything works. For example, with shifts like the pandemic changing how people shop—often spending hours researching and interacting online before even talking to a salesperson—it's clear that old methods might not cut it anymore. This shift means salespeople need to be problem-solvers and relationship-builders, not just information providers.

He also points out that every few years, a new technology seems to threaten established businesses like how people these days worry that AI could replace business coaching. Brad’s approach is to stay curious and embrace new technologies. 

“Nothing's getting easier. You've got to get better.”

For those looking to dive into entrepreneurship or enhance their business skills, Brad has some straightforward advice: keep learning.

Brad emphasizes that continuous education is crucial. No matter how successful you become, there’s always more to learn. His approach is rooted in the Latin origin of “education,” which means to draw out. At ActionCOACH, Brad’s team uses this method in their educational programs. They don’t just present information; they encourage participants to reflect on what they’ve learned and how it applies to their own businesses. This personalized approach ensures that each person extracts valuable lessons in their unique way.

Understanding Your Core Values and Mission

Understanding your core values and mission is crucial. It’s not just about what you do, but about why you do it. When you hire people who align with your values and vision, you build a more cohesive and motivated team.

When it comes to building a strong culture of leadership in your business, one key tip from Brad is to document your culture. It’s all about clearly defining who you are and why you do what you do. 

You’ll find the 14 points that outline culture on ActionCOACH’s website.

Mastering the Art of Transforming Businesses

With decades of experience in coaching and business strategy, Brad has mastered the art of developing high-performing teams and setting ambitious goals. His expertise shines through in his approach to leadership, emphasizing the importance of cultivating both productive individuals and a forward-thinking mindset.

Here are the three key takeaways from my conversation with Brad. 

• Confident leaders build productive humans. They focus on developing their team members into productive and competent people. They invest in their people and ensure they have the knowledge and tools needed to succeed.

• Confident leaders build thought processes. They ask the right questions to stimulate their team's thinking. They guide their team through thought processes that enhance understanding and decision making.

• Confident leaders shoot for the stars. They set ambitious goals and inspire their teams to achieve them. They emphasise the importance of dreaming big and not letting potential go unfulfilled. 

Dive deeper into the conversation by tuning in to the full podcast episode here.

What are your takeaways from this blog? Let us know in the comments below or on YouTube.