Guest: Joe Leo

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 today's commentary, we revisit my conversation with Joe Leo, CEO and founder of Def Method, from episode 61. Joe's company focuses on breaking down data silos to help businesses connect the dots and gain valuable insights. When data is stuck in silos, it can lead to people and mindset silos as well, causing friction and draining energy. However, by bringing data together, a shared understanding emerges, allowing diversity of thought to invigorate the organization. Joe shares how his company evolved to focus on the high-risk data engineering projects many businesses need and how they've been able to templatize and orchestrate solutions. He also discusses the impact of AI on their work. To hear more, let's dive into the key parts of our discussion in this episode, “Marrying Data Silos for the Complete Picture.”
Links from this episode:
Joe Leo on LinkedInDef Method's website
Deborah Fell on LinkedInChief Outsiders
About Def Method:
Def Method is a boutique consultancy with deep expertise in data science, data engineering, and custom software development. They are often brought in for executives' toughest data challenges.
Their clients include giants like Citigroup, Dick's Sporting Goods, and the Museum of Modern Art down to smaller start-ups still getting their name on the map. They empower businesses of all sizes—from startups to major enterprises—to navigate the complexities of modern software development and achieve digital transformation.
Their standout product, Def Method Powerhouse, helps companies harness their data with powerful tools and knowledgeable support. Powerhouse makes it easy for non-technical business users to glean insights from their data and communicate these insights to others.

Deborah Fell welcomes Joe Leo, the CEO and Founder of Def Method, a data science and custom software development consultancy. Joe's entrepreneurial journey started with a humorous misinterpretation of his father's advice, leading him to strike out on his own. As he navigated leadership challenges, Joe learned to focus on the right people and clients and deliver value. His detail-oriented approach and ability to learn from mistakes have been crucial in shaping Def Method's enduring company culture and success. From managing data silos to leveraging AI in revolutionary ways, Joe's experiences will resonate with seasoned SAAS entrepreneurs who have faced their own set of challenges. 
Key Points from this episode:
Embrace a growth mindset: Be open to learning from mistakes and adapt to the challenges that come with leading a company. Continuously work on developing your skills in various areas, such as hiring, operations, and articulating your vision.
Focus on hiring the right people: Implement a structured hiring process that includes quantifiable metrics and a focus on cultural fit. Measure candidate performance in code tests, technical interviews, and non-technical interviews to ensure you build a strong, cohesive team.
Foster an enduring company culture: Prioritize creating a work environment that encourages long-term employee retention. Offer competitive compensation, maintain a healthy work-life balance, and communicate your vision clearly to keep your team engaged and motivated.
Be selective with clients: Choose clients that align with your company's values and work culture. Don't hesitate to turn down clients who demand unrealistic deadlines or expect unsustainable work hours from your team.
Avoid employee burnout: Recognize that consistently working long hours has diminishing returns and can lead to burnout. Make overtime work a rare exception rather than the norm to maintain a healthy and productive team.
Continuously refine your product: Stay focused on your core offering and iterate based on client feedback and market demands. Identify opportunities to streamline and templatize your solutions to deliver more value to your customers.
Adapt your leadership style: As your company grows, be prepared to take on various leadership roles beyond your initial area of expertise. Develop your skills in finance, engineering, HR, and other critical areas to effectively manage your growing organization.
Learn from mistakes: Embrace the fact that mistakes are inevitable and use them as opportunities to learn and grow. Foster a culture that encourages learning from failures and celebrates the lessons gained from those experiences.
Links from this episode:
Joe Leo on LinkedInDef Method's website
Deborah Fell on LinkedInChief Outsiders
About Def Method:
Def Method is a boutique consultancy with deep expertise in data science, data engineering, and custom software development. They are often brought in for executives' toughest data challenges.
Their clients include giants like Citigroup, Dick's Sporting Goods, and the Museum of Modern Art down to smaller start-ups still getting their name on the map. They empower businesses of all sizes—from startups to major enterprises—to navigate the complexities of modern software development and achieve digital transformation.
Their standout product, Def Method Powerhouse, helps companies harness their data with powerful tools and knowledgeable support. Powerhouse makes it easy for non-technical business users to glean insights from their data and communicate these insights to others.