Guest: Joe Grace

What a magnificent top 10 list! From Joe Leo on birthing a company to Joe Grace, who births audiences for companies, we've got Torey Carter-Conneen on inspiring unity and focus by simplifying complexity. And then, of course, there's James Hyman, who's made a successful career as a serial turnaround CEO. He balances accountability and empowerment within his teams to make progress. Topping it off is Kyle Buckett, a retired U.S. Navy SEAL who has lived up to the importance of culture improvement and fit in creating elite teams. This is the stuff not from people who write books, although several have written books, but from people who have created or transformed and ultimately lifted teams and companies to new levels. I'll warn you, they don't make it sound easy, but they do share what drove them. Pick an episode on a relevant topic and listen in as they dive in. Several common themes emerge across these episodes of Success Beneath the Surface:
Leadership and Team Building: Many of the guests, including James Hyman, Joe Leo, Kyle Buckett, and Torey Carter-Conneen, discuss strategies for effective leadership and building high-performing teams. This includes balancing accountability with empowerment, understanding individual team members, and creating a culture of excellence.
Adapting to Change and Complexity: Several episodes touch on navigating complex business environments, whether it's James Hyman's approach to restructuring companies, Joe Leo's entrepreneurial journey, or Torey Carter-Conneen's efforts to unite diverse constituents in a trade association.
Customer Focus and Understanding: Joe Grace's insights on direct-to-consumer marketing and Deborah Fell's experience with the trampoline park client highlight the importance of deeply understanding customer needs and tailoring experiences accordingly.
Authenticity and Storytelling: Joe Grace emphasizes the power of authentic storytelling in marketing, while other guests touch on the importance of aligning personal values with organizational missions.
Continuous Learning and Skill Development: Many guests, including James Hyman and Joe Leo, stress the importance of broadening skill sets and learning from experiences to drive success.
Innovation and Adaptability: From leveraging AI in business to adapting marketing strategies, the episodes highlight the need for leaders to stay innovative and adaptable in changing business landscapes.
Creating a Supportive Culture: Multiple episodes touch on the importance of fostering a supportive environment where team members can grow, take risks, and reach their full potential.
These themes collectively emphasize the multifaceted nature of leadership and success in various business contexts, from startups to large organizations, across different industries. You can find the full playlist here >

In this commentary, Deborah Fell reflects on her conversation with Joe Grace from the previous episode. She relates Joe's insights to her experience working with a trampoline park client in Canada whose business was threatened by new competitors. Deborah describes how she helped the client segment their customer database, tailor messaging and offers, and improve the customer experience, ultimately allowing them to recover lost revenue and grow the business. She emphasizes the importance of deeply understanding the customer and focusing on the details of the 360-degree experience. Deborah then highlights a clip from the Joe Grace interview where he discusses his success with direct-to-consumer marketing of the Thighmaster in the 80s and 90s, and how the insights he gained about marketing to women proved valuable in later turning around WebMD's struggling business.
Links from this episode:
[email protected]
Joe Grace on LinkedIn
Chief Outsiders Profile page

In a world where brands struggle to connect with their audience, Joe Grace, Partner at Chief Outsiders and a seasoned marketer, shares his insights on the power of authentic storytelling and omnichannel marketing. From transforming WebMD into a household name to launching successful products like the Suzanne Somers Thighmaster, Joe's unique approach has consistently delivered results. He emphasizes the importance of understanding your target audience, crafting a genuine brand positioning, and adapting your story as competition emerges. Drawing from his diverse background in business and the film industry, Joe reveals how weaving together compelling narratives and leveraging the right mix of media channels can accelerate your company's growth. Join Deborah as she delves into Joe's wealth of experience and uncovers the secrets to captivating your customers through authenticity.
About Deborah's Guest, Joe Grace:
For over 25 years, Joe has disrupted industries, introduced new products, grown market share, accelerated growth, and built brands with the power and efficiency of direct-to-consumer marketing strategies. As the Head of Marketing at WebMD, Joe developed and executed the marketing strategy that grew WebMD into the most trusted source for online health information with over 40 million registered members. As a Partner with Chief Outsiders since 2011, Joe has created growth strategies for a broad range of healthcare companies, including Pharma, medical devices, providers, payors, and more. 
Links from this episode:
[email protected]
Joe Grace on LinkedIn
Chief Outsiders Profile page