Keep it Simple: Interview with Matthew Cox, Founder of the Never Give Up Foundation

I recently went one on one with Matthew Cox, founder of the Never Give Up Foundation and Never Give Up Behavioural Health Services.

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?

Matthew: I got here like any other successful person through perseverance, lots of long hours, and a little luck. The biggest difference between me and many others is though I had while bringing along a lifelong learning disability. 

I have had more setbacks and challenges than I can count which all started in Elementary school when I was told I was slow and led to believe I was broken. Early in my life, I viewed many of my shortcomings, my disability, and my inabilities as failures, but one thing that I am thankful for is somewhere along the way I was lucky enough to have experiences that led to a mindset shift where I started to understand that there are really no such things as failures only temporary detours and necessary learning experiences. 

Having a disability was a blessing and a curse in my life. At first, I wanted to run from it figuring if I ignored it long enough it would go away but realizing that it would never be the case I became determined to prove to everyone that no matter my situation I was going to be successful at any cost. Like all proud entrepreneurs, I went at it alone, I worked hundreds of hours a week, I did not eat or sleep well, and I thought if I just work hard enough it will pay off in the end and this is where I learned my next great lesson. You cannot go it alone. In order to build great things, it takes great teams. 

I tried to do it all by myself for years and would get movement but could not quite get it to the finish line. This is when I became a better leader and started to understand that I needed to invest in the right people, build an organization that was worth embracing, and create systems that not only provided clarity but accountability. 

Adam: What are the best leadership lessons you have learned from leading a non-profit organization

Matthew: No matter your organization whether it is for-profit or not-for-profit you have to get the right people in the right seat hustling in the right direction. 

There are 3 areas that cost organizations more time, more money, and more energy than anything else, these are what I call the 3 D’s of Death: Differences, Distractions, and Drama. As a leader you have to learn how to unify personal differences within your teams, you have to keep distractions at a minimum, and have a no-tolerance rule for drama. 

Adam: What are your best tips for fellow leaders of non-profit organizations?

Matthew: As the founder of non-profits you start them for the greater good and because you want to make a difference and then as things grow you need more help and then pretty soon it is not as much fun anymore. Why is that? What happened?

In most cases it’s because you think everyone will do what they are supposed to do just because they have a heart and it’s a non-profit. Well what learned is people come in many different shapes and sizes and with different agendas. What does this mean? It means, I start things because I am a visionary and I love breathing life into new ideas but what I was not really good at was the attention to details and as you may know non-profits have many details. 

Like I have stated before right people right seat, I am a visionary personality, therefore I have to hire integrators those who love systems and processes to keep the wheels not only moving but keep them on the bus. 

Adam: In your experience, what are the defining qualities of an effective leader?

Matthew: I would say leaders that can keep it simple. It seems when someone is given a title and a position that they feel they have to now complicate things to show off how smart they are. Stay humble and learn to lead from where your people are not from where you are. When you think you have made it simply take it down even a few more steps that way your people are sure to catch the vision and they see you as a person that cares.

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

Matthew: There are so many ways to shorten the curve in our world today. The easiest way to take leadership to the next level is by staying coachable, surround yourself with those who are smarter than you and study daily. Leadership is a skill, we are not born with skills, skills are taught and learned so anyone can be great if they have the desire.

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

Matthew: Identify: Work hard to identify the different personality types and leadership styles within your people and teach them best practices to unify those differences. 

Embrace: Embrace is a two-way street build an organization that embraces your people and give people reasons to embrace the organization.

Champion: Install systems and structures that do not limit your people but provide clarity and accountability to champion the necessary outcomes.

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

Matthew: No matter what business you are in the people business. Everything you do is made up of people so make sure you take time to add value to your people not only on a business level but on a personal level as well. 

Teach them job skills as well as life skills.

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

Matthew: “Let go.”

Adam: What should everyone do to pay it forward?

Matthew: Take time to mentor someone. There is so much noise in the world take the time to really help someone and give them a personal experience they will never forget.

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

Matthew: Remember in order for things to be different, you must find the courage to lead differently.


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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