Have a Clear End Goal in Mind: Interview with Lisa Tanzer, CEO of Beacon Wellness Brands

I recently went one on one with Lisa Tanzer, CEO of Beacon Wellness Brands.

Adam: How did you get here? ​What experiences, failures, setbacks, or challenges have been most instrumental to your growth?  

Lisa: Early on in my career, I recognized that I had both creative and analytical abilities, and knew I needed to use both to be fulfilled in a job. Ultimately, this led me to consumer products where I could be involved in product development and content, as well as delve into financial data. I thought I had struck gold by finding a career in brand management that aligned with my core skills and strengths. However, it took me a while to understand that I also needed to have a genuine passion for the brands and categories I was working on. I felt setbacks when I ended up in positions that matched my skillset but lacked the fulfillment of making a significant impact. Understanding this has driven my career choices. Top of Form

Adam: In your experience, what are the key steps to growing and scaling a business?

Lisa: Firstly, it is important to have a clear end goal in mind, while remaining flexible in the approach to reaching it. I am a strong advocate for testing, learning, and amplifying what works quickly. I also fully embrace failure and reward trying new things. When starting a new role, I always think about the five or ten potential drivers and how I can quickly test them to see which ones will have the most impact.

Secondly, having the right team is crucial to scaling. You can only scale with the absolute right team in place, and finding and motivating those people is a leader’s primary job. It's not just about individual talent, but also about fostering effective teamwork.Top of Form

Adam: What do you believe are the defining qualities of an effective leader?

Lisa: For me, it starts with the team and inclusive leadership. When building a plan, people at all levels of the organization should be involved in its development. The best leaders ensure everyone is bought into where they're going, and that comes from being part of it and truly understanding the plan. Clear and consistent communication are also important to ensure everyone understands the mission.

As for the team, skills are important, but cultural contribution to the overall company is equally valuable. I place an equal emphasis on both skill and cultural impact, as those who are not a cultural asset can bring everyone down.

Personally, I strive to create a thriving environment that fosters vulnerability, gratitude, and fun. I prioritize being open about not knowing something to encourage others to feel comfortable asking questions. Creating a culture of appreciation and gratitude starts with the leader. I believe that being recognized and appreciated motivates people more than money. Finally, as a leader, it's okay to have a little fun. We might as well have a good time while we're here. We don't have to take ourselves too seriously, and if we create a fun atmosphere, it permeates, and everyone benefits.

Adam: How can leaders and aspiring leaders take their leadership skills to the next level?

Lisa: When considering how to take your leadership to the next level, it is crucial to have a good understanding of your own skills and gaps. Hiring people who excel in areas outside your expertise and listening and learning from them is critical. Effective leadership also involves being open to feedback, even when it's difficult to hear. To create an environment where people feel comfortable providing feedback, you need to demonstrate that you are receptive and willing to listen.

Adam: What are your best tips applicable to entrepreneurs, executives, and civic leaders?

 Lisa: As I mentioned earlier, surrounding yourself with the best people is essential for success, and this applies to leadership in all types of organizations. When I first became President of a company, I initially spent more time on hiring and culture than on strategy. Many people overlook the importance of people and culture, but having the best people, skills, and partners who complement your strengths is crucial for success, no matter what you’re doing. I also believe that hiring people who you want to spend time with is equally important. When I started my career as a management consultant, I asked my boss why he hired me out of all candidates. He said that I had passed the "airplane test," meaning he could imagine sitting next to me for three hours on a plane. That was almost 30 years ago, and I still remember it.

 Adam: What is your best advice on building, leading, and managing teams?

Lisa: I like to set goals that are aggressive, but in reach with maximum effort. I believe that people are motivated when they see a goal that is challenging but achievable with creativity and hard work. Setting unrealistic goals can be demotivating for people, and they may give up before even trying if they don't see a path to achieving them. I also like to make sure that everyone in the organization knows how they can personally impact the goals. Finally, it is important to have aligned incentives and rewards for achieving or beating goals because everyone should win or lose together. I am not in favor of different departments having different incentive structures. Instead, let's all focus on the same target and be rewarded based on the same metrics.

A leader’s behavior sets the tone for the entire organization. How you react to failures can shape the culture of the company. Reacting negatively creates a culture of perfectionism over growth, while embracing failure as an opportunity to learn fosters growth. A leader must be keenly aware of how their actions and words affect the organization.

Adam: What are your best tips on the topics of sales, marketing, and branding?

Lisa: One of the most powerful things in business is relationships. Developing authentic relationships in any aspect of business drives better short-term and long-term results. I view everyone I work with as a partner, including customers, agencies, vendors, and strategic partnerships. It's important to put yourself in the shoes of those you are doing business with, understand their needs and drivers, and be authentic in your approach. This creates long-term partnerships that can weather challenges, capitalize on opportunities, and create loyalty. This even holds true for how I view a brand’s consumers. Consumers are the ultimate partners and if you treat them right and relate to them, they become your best marketing weapon.

Adam: What is the single best piece of advice you have ever received?

Lisa: When I was around 20 or 25 years old, I worked as an assistant Product Manager at Hasbro. Admittedly, I was a bit of a go-getter and always wanted to excel in everything I did, whether it was addressing engineering issues or marketing problems. One day, a senior colleague of mine sat me down and told me that I needed to follow the “10 marble rule”. Essentially, this meant strategically focusing on the most important goals to pursue each year, rather than trying to tackle everything with the equal amount of gusto and energy. By doing so, people would know that I was serious and focused on those issues. In other words, pick your battles, pick the most important things, and focus on them. I continue to follow the “10 marble rule”, both in my personal and professional life. At the end of the day, life is too short to sweat the small stuff, so it's important to choose where you put your efforts and passions carefully.

Adam: Is there anything else you would like to share?

Lisa: You only live once, so you might as well enjoy what you're doing. If you find that it doesn’t suit you, explore other options. Of course, not every day will be easy, but overall, you should feel fulfilled and passionate about what you do. My grandfather summed it up perfectly – if you love what you do it doesn’t feel like work.


Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally-recognized authority on leadership. Adam is 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. 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. Adam has written extensively on leadership and related topics, 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. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.

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