Your Intended Message

Mission Driven CEO. What does that look and feel like? Ethan Martin

January 20, 2022

Mission Driven Leaders have a higher calling, more than profit

Ethan Martin and his team at PFD Group coach high growth, mission driven companies to greater heights

Episode 78

In this conversation we explore:

  • What does it mean to be a mission driven leader?
  • How does that clear vision and mission nurture a strong team?
  • Why might three year goals and plans be more successful?
  • Why it's okay to adjust plans along the way?
  • What does love have to do with it?
  • What can an entrepreneur learn from flying a plane?


Ethan Martin is president of PFD Group. PFD Group focuses on helping high growth companies identify their strategic goals, build high performing teams, and execute their plans, by leveraging their expertise as industry CEOs.

Learn more about PFD Group here


Ethan Martin is Rockefeller Habits and 3HAG certified. He is author of "The Mentorship Engine" 



Ethan Martin is a pilot who also teaches entrepreneurs to fly and make the connection between flying and entrepreneurship.


Excerpts from this conversation with Ethan Martin



What we're seeing with our clients all over the world, George, is the importance of having a higher calling tied to your business. When there's, we call it a BHAG.

This is from Jim Collins and the fantastic research that Jim has done with From Good to Great, and his other books, especially Beyond Entrepreneurship 2.0, which we absolutely love, just so much wisdom in that book.

As leaders, we have a calling, we have an opportunity to truly steward the lives of those people working for us. And what we see when we align our business to a higher calling, some big problem that may take most of our life to solve, if not even beyond our lives.

Iit helps us to attract and retain the best talent. people I think we are realizing from this pandemic, that life is short, and who we choose to spend our time with is critically important.

And so when as leaders, we align ourselves to these higher calling what's really on our heart, what we're really passionate about, it is amazing how that is really key to building a great business that will grow, that will be very profitable, that will really solve everything.

But it all begins with having that kind of powerful mission tied to your company.



So it goes beyond simply being in love what you do. It sounds like there's some direction setting and prioritizing of what exactly you're going to do.



Yeah. It's one of the things we see with all of our clients is it's important to have a vision.

And this is created with a CEO in collaboration with his or her leadership team really important to pick what mountain are we going to climb?

Where do we want to be in about 10 years?  Where we want to be in three years - because three years is this magical timeframe.

George, in terms of communication being so, so clear, we'll oftentimes see in companies we call this mid mountain fog.

Where if the leadership team has this bold vision, but they haven't kind of chunked it into like a three year time frame, that's real. Because in three years, we have 12 quarters, to make all kinds of great investments, and people and product and partnerships, all kinds of things can happen.

But it's also close enough in that it's real. We see a lot of companies struggle with things like a five year wild ass guess, where the CEO, the leadership team, the ambassadors, all know, there's really not a lot tied to it, and then ends up being really stressful, because no one's really sure how to get there, or who they need to get there.

So three years becomes absolutely magical for really focusing leadership teams around where they want to go.


Your Intended Message is the podcast about how you can boost your career and business success by honing your communication skills. We’ll examine the aspects of how we communicate one-to-one, one to few and one to many – plus that important conversation, one to self.

In these interviews we will explore presentation skills, public speaking, conversation, persuasion, negotiation, sales conversations, marketing, team meetings, social media, branding, self talk and more.


Your host is George Torok

George is a specialist in communication skills. Especially presentation. He’s fascinated by the links between communication and influencing behaviours. He delivers training and coaching programs to help leaders and promising professionals deliver the intended message for greater success.


Connect with George


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