Success Beneath the Surface

In this episode of Success Beneath the Surface, James Hyman, a seasoned CEO and board member, shares his methodology for helping companies navigate complex restructuring processes. With a background spanning diverse industries and a track record of successful transformations, James offers invaluable insights for CEOs and business transformation leaders facing the daunting task of overhauling large to enterprise-sized organizations.
James emphasizes the importance of broadening one's skill set, knowing what "good" looks like in various business functions, and leveraging the expertise of others to drive change. He also touches on the evolving role of AI in business and how leaders can prepare to harness its potential.
Whether you're a CEO grappling with organizational challenges or a transformational leader seeking fresh perspectives, this episode provides a roadmap for those looking to steer their companies toward a more successful future.
About James Hyman:
James Hyman brings 25+ years of experience in international business leadership as CEO and Independent Director, driving demonstrated performance improvement. James has had responsibilities for operations, finance, M&A, and restructuring businesses across multiple US and European industries, as well as at leading companies such as GE Capital, McKinsey, JPMorgan & Starwood Hotels. He has delivered shareholder value as CEO of six companies, as a Board member of public & private companies, as an advisor to start-up/venture-backed companies, and as a Senior Advisor to Stifel’s Investment bank. He is a Partner with Marketing Strategies, LLC, which provides consulting and M&A advice to private equity firms and portfolio companies.
As a Board member of 11 companies (currently Watterson Solutions), James works to focus the organization on business building and creating shareholder value within a structure of strong governance. As a Board member, he works with management on critical-path strategy issues, leadership development, and risk management. He has served on multiple committees: Audit (Chair), Compensation, Governance (Chair), and Transaction/Special Committees (Chair).
As CEO, James is a leader who delivers shareholder value with large and sustained improvements in operating and financial performance - currently as CEO of PE-owned United Site Services, and previously of Corizon Health, Citizens Parking, CEC, and TestAmerica as well as Chairman & CEO of NYSE-traded Cornell Companies. For underperforming B2B services and industrial businesses, he brings strong process improvement and lean sigma skills to bear, emphasizing growth, top-grading, margin expansion, and return on capital.

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.
 

In this episode of "Success Beneath the Surface," Deborah Fell shares a story sparked by her recent conversation with Susan Finch about understanding and nurturing individual team members. Deborah emphasizes the importance of recognizing each person's unique experiences and skills, and providing opportunities for growth and development. She highlights the value of creating a supportive environment where team members feel comfortable stepping out of their comfort zones, learning from their experiences, and receiving encouragement along the way. Deborah's insights offer valuable guidance for team leaders, including CSOs, HR professionals, and CEOs, who aim to unlock the full potential of their teams by embracing individuality and fostering a culture of trust, rather than micromanaging because you just want to be involved.
 
Links from this episode:
Deborah Fell on LinkedInChief Outsiders
Susan Finch on LinkedInFunnel Media Group, LLC

Are you a business leader, HR professional, or entrepreneur looking to enhance your team's performance and harmony? In this special episode of "Success Beneath the Surface," host Susan Finch turns the tables on regular host Deborah Fell to uncover key insights on adaptive leadership. Drawing from her diverse experiences leading teams at Chief Outsiders, Marriott, and beyond, Deborah shares strategies for understanding individual team members, building trust quickly, and skillfully guiding conversations to defuse tensions and facilitate solutions. Whether you're taking over an existing team or working with a diverse, cross-functional group, you'll learn how to tailor your approach to different dynamics and generations. Tune in for valuable advice on effective communication, collaboration, and personal growth that extends beyond the business realm. Don't miss this unique opportunity to hear from Deborah and Susan as they explore the art of leadership in today's complex team environments.
Who is this episode for:
Business leaders and managers: The insights shared by Deborah and Susan are highly relevant for those in leadership positions who want to improve their ability to understand, adapt to, and guide their teams effectively.
HR professionals and team builders: The discussion around understanding individual team members, building trust, and facilitating productive conversations would interest those involved in human resources, team building, and organizational development.
Entrepreneurs and small business owners: As they often wear multiple hats, including that of a team leader, entrepreneurs can benefit from the experiences and advice shared in this episode.
Professionals working in diverse or cross-functional teams: The insights around adapting to different team dynamics, generations, and individual needs would be valuable for those working in diverse team environments.
Anyone interested in personal and professional development: The themes of self-awareness, empathy, communication, and leadership are applicable beyond just a business context and can appeal to a broader audience looking to grow in these areas.

In our last episode, Deborah interviewed Kyle Buckett, a retired member of the elite US Navy SEALs. Today, she focuses on one specific segment from that conversation where Kyle shares his insights on building high-performing teams and the parallels between military leadership and the business world.
As a CEO, your role is to define a clear mission and assemble a team of leaders who can work together to achieve the impossible. Kyle's unique perspective, drawing from his experiences in both military and civilian settings, offers valuable lessons for anyone looking to create a culture of excellence in their organization. 
Listen to the full interview here:
EP57: Lessons from a SEAL - Culture Improvement with Culture Fit to Build Your Elite Team
Links from this episode:
Kyle Buckett's book
Culture Force
Kyle Buckett on LinkedIn
Deborah Fell on LinkedIn
Chief Outsiders
About Kyle Buckett:
Kyle Buckett is an unshakable idealist who believes in a bright future and our ability to build it together through developing strong cultures. 
Kyle’s WHY is to refine and create positive cultures that attract great people. He believes great people working together make elite teams. Elite teams make organizations elite. And when you have elite organizations striving for excellence in their missions, the world is a much better place!
With a vision to change the way businesses think, act, and operate, Kyle and his team work with leaders and organizations in nearly every industry to help transform company culture and create a better working world.
As a retired Navy SEAL leader, board member, and former COO and CHRO of a publicly traded company, Kyle has discovered remarkable patterns in how some of the greatest movements in history were led by self-lead teams. He is fascinated by the people and organizations that make the greatest, lasting impact on the world. He has devoted his life to sharing his thinking, and leading movements to inspire people to do the things that inspire them.

Deborah Fell welcomes Kyle Buckett, a former Navy SEAL and author of "Leadership is Overrated." Buckett shares lessons from his military career and consulting work, emphasizing the importance of trust, delegating authority, and developing leaders at all levels. "Great people working together really makes elite teams. And when you have elite teams, you have organizations that become elite," Buckett notes. Listen to this episode, "Lessons from a SEAL: Culture Improvement with Culture Fit to Build Your Elite Team," to discover insights that can help transform your organization's culture and performance.
Links from this episode:
Kyle Buckett's book
Culture Force
Kyle Buckett on LinkedIn
Deborah Fell on LinkedIn
Chief Outsiders
About Kyle Buckett:
Kyle Buckett is an unshakable idealist who believes in a bright future and our ability to build it together through developing strong cultures. 
Kyle’s WHY is to refine and create positive cultures that attract great people. He believes great people working together make elite teams. Elite teams make organizations elite. And when you have elite organizations striving for excellence in their missions, the world is a much better place!
With a vision to change the way businesses think, act, and operate, Kyle and his team work with leaders and organizations in nearly every industry to help transform company culture and create a better working world.
As a retired Navy SEAL leader, board member, and former COO and CHRO of a publicly traded company, Kyle has discovered remarkable patterns about how some of the greatest movements in history were led by self lead teams. He is fascinated by the people and organizations that make the greatest, lasting impact on the world. He has devoted his life to sharing his thinking, and leading movements to inspire people to do the things that inspire them.
 

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

In episode 49 of Success Beneath the Surface, host Deborah Fell spoke with Torey Carter Conneen, CEO of the American Society of Landscape Architects. One key theme was simplifying complexity. As the leader of a trade association with diverse constituents, Torey sees his role as uniting everyone around a shared mission.
Deborah reflects that whether in complex organizations like Torey's or simpler ones, complexity can quickly arise from a lack of listening and leadership. Without the air of inspiration, problem-solving focus, and commitment to achieving better outcomes together, complexity takes over.
Torey shares how his roles have been driven by a deep connection to organizational missions and purposes that align with his own values.
About Torey Carter-Conneen
An accomplished executive leader with over 20 years of experience, Torey Carter Conneen formulates strategies and plans to drive organizational success. As COO of AILA, he oversees operations, education, conferences, publications, finance, and more to support the 15,000+ immigration attorney members. He led the development of strategic and operating plans and ensured accountability against goals. As SVP, Finance, and CFO at the Center for American Progress, he oversaw accounting, administration, and IT for the $50M organization and advised the President & CEO as part of the executive team. As Acting President & CEO of the Victory Fund and Institute, he partnered with leaders and the Board on strategic, operating, and financial plans during the CEO’s sabbatical. He excels at managing deadlines and challenges while delivering immediate results. Skilled at cultivating engaging work environments to promote performance excellence.
Torey Carter-Conneen on LinkedIn
Deborah Fell on LinkedIn
Chief Outsiders