Begin with the End in Mind: Interview with Jeff Webb, President of the International Cheer Union
I recently went one on one with Jeff Webb. Jeff is the President of the International Cheer Union and the founder of Varsity Spirit.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks or challenges have been most instrumental to your growth?
Jeff: I grew up in a tight-knit middle-class family in Dallas, Texas. I attended public schools, was a pretty good student, played sports, and then eventually went on to graduate from the University of Oklahoma where I was a college yell leader.
In my early years I never really viewed myself as eventually becoming a successful entrepreneur. However, I often did find myself in some sort of leadership position, trying to lead a team to do something special. I guess it was in my DNA, but it was never something to which I consciously aspired.
As far as challenges, there were so many over the years that I don’t really know where to begin, but I would say this… all of us, individuals and organizations alike, are going to have good things and bad things happen to us in life. For a company or any organization, the key is to have a reservoir of strength, cohesiveness, and goodwill that allows you to fight through those difficult challenges and ultimately prevail.
Adam: How did you come up with your business idea? What advice do you have for others on how to come up with great ideas?
Jeff: I based my initial business idea somewhat on a concept created by another pioneer in cheerleading, Lawrence Herkimer, who started the first cheerleading camp. I took a different approach… I wanted to transform the look and function of cheerleading. Once we achieved that, I added high-performance apparel and equipment, and then eventually the concept of having cheerleaders compete. The net result is what you see on the sidelines across America and on national television today.
As for advice on developing great ideas, I believe that you should focus on things that really interest you and then spend time collaborating with others on how to bring those ideas to life. Look to build a better mousetrap and attract a team that is dedicated to helping you build it.
Adam: How did you know your business idea was worth pursuing? What advice do you have on how to best test a business idea?
Jeff: I believed that cheerleading could be transformed to include athleticism and entertainment with its traditional leadership role and that the combination would help provide an atmosphere on college campuses that would create a stronger sense of school and community spirit.
Accurate pre-testing of a business concept is tough but seeking input from those who have expertise and experience in the area you are endeavoring to address is always a good idea. Ultimately though, the only true test is to tee it up and go. You can take a measured approach, but don’t get caught in the treadmill of excessive and lengthy testing. In this day and age, speed to market is critical.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Jeff: My approach to growth has been pretty straightforward:
Have a highly functioning enterprise that provides stability to support the growth
Identify product extensions or new areas that leverage your organizational strengths
Put your best people on developing new opportunities
Make sure your approach to the new market is unique enough to be compelling to potential customers
Go in aggressively when you launch. Be in it to win it!
Adam: What are your best tips on the topics of sales, marketing and branding?
Jeff: For sales and marketing, highlight the advantages that differentiate your products from your competitors and develop a strong and trusting relationship with your customers. The best branding results usually come from building and sustaining a culture that people trust. It is also about consistency and authenticity.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Jeff: For me, leadership is about vision, being able to communicate what that vision is, attracting people who believe in your vision, and then being able to create a culture that allows the organization to foster that vision.
Real-life leadership, the type that sustains an organization over time, cannot really be described by one word or phrase. It takes a deep commitment to what you believe in and a relentless effort to achieve your goal. It also means treating people at all levels of your organization with respect and giving them a chance to pursue their dreams alongside you.
Adam: What is your best advice on building, leading and managing teams?
Jeff: Clearly define your overarching vision, get talented and dedicated people and empower them, and expect best efforts always from everybody. Communicate on progress regularly, address the tough times head-on, celebrate victories and have fun.
Adam: What are your three best tips applicable to entrepreneurs, executives and civic leaders?
Jeff: The three best tips I can share that works for entrepreneurs, executives, and civic leaders alike are:
Find something you truly believe in.
Identify how you intend to make your vision a success and have a strong sense of urgency to make it happen.
Be authentic, be a tough competitor, but supportive and kind to your colleagues.
Adam: What is the single best piece of advice you have ever received?
Jeff: I don’t have one life lesson that stands out above the rest. At Varsity Spirit, however, there are about 15 sayings that I used so many times throughout the years that my team knew them by heart. Most of them center around practical steps in building a high-quality organization while at the same time helping those in need and helping people achieve their dreams.
I am a big believer in Stephen Covey’s line “begin with the end in mind.” After you have that, it usually gets down to two things… hard work and refusing to lose.
As I have begun transitioning to being involved in the political space, my efforts have been influenced by Christopher Lasch’s book “The Revolt of the Elites: And the Betrayal of Democracy.” The book explains how over the past 40 years both the American middle class and the poor have been abandoned by political and professional elites in the country.
Adam: Is there anything else you would like to share?
Jeff: We are at a stage in our country where political polarization is harming all aspects of our society. To be able to build great companies in the future we have to find a way to take the personal venom out of political discourse. As a country, just as we historically have done in great companies, we must find a way forward through mutual respect and understanding. We need to emphasize the things that bring us together and focus on creating opportunities for all of our citizens.
Adam Mendler is the CEO of The Veloz Group, where he co-founded and oversees ventures across a wide variety of industries. Adam is also the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal winning athletes, political and military leaders - for intimate half-hour conversations each week. Adam has written extensively on leadership, management, entrepreneurship, marketing and sales, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities and non-profit organizations.
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