Most leaders say they want a stronger brand, but many still judge every decision by this quarter’s direct ROI. That tension runs through Craig’s conversation with Ted Jenkin, President of ESL Advisors: the businesses that become memorable rarely do it by copying the industry playbook or measuring only the fastest return.

Ted shares how Oxygen Financial grew by going after the market most financial firms were ignoring. While the industry chased baby boomers, Ted built for Gen X and Gen Y clients with a different experience, a different environment, and a different message. The lesson is bigger than financial services: if your business looks and sounds like everyone else, you are mathematically limiting yourself to average.

Craig and Ted also dig into communication as a leadership advantage. Ted explains why media success is not just about getting booked once, but learning how to write, produce, and deliver clear segments that make producers want to bring you back. The same discipline applies inside a company: leaders who can simplify the message, package the idea, and keep moving after feedback get better faster.

The conversation closes with Ted’s “true North” framework. Goals define North, setbacks pull you South, and distractions drag you East and West. Ted’s challenge to leaders is to recover quickly, manage expectations clearly, and keep asking whether today’s actions are moving the business closer to what actually matters.

Learn more about Ted Jenkin and ESL Advisors at https://esladvisors.com/.

Connect with Ted Jenkin on LinkedIn at https://www.linkedin.com/in/theceoadvisor.

Learn more about Craig Andrews and allies4me at https://allies4me.com/.

Apply to be a guest on Leaders & Legacies at https://podcast.allies4me.com/podcast-guest/.