Most CEOs I work with underestimate the power of their own story. They obsess over market conditions, competition, private equity expectations… yet overlook the one asset that shapes everything they do as leaders: How they relate to adversity. In my conversation with Shirin Behzadi—billion-dollar CEO and USA Today bestselling author of The Unexpected CEO—this became crystal clear. Her story goes from escaping conflict, to working behind bulletproof glass at a gas station, to leading a company that grew across 12,000 cities and far outpaced its industry. And it all started with how she decided to view difficulty. As she put it: Adversity is your superpower. Don’t look at it as a negative. You can get through it. Your History Is Not Your DestinyWhat struck me most is that Shirin refused to let her past define the ceiling of her future. She told me: Your history is not your destiny. We have more agency. Most leaders drag their history into every decision—old failures, old deals, old biases. World-class leaders like Shirin do something different: They mine their history for lessons… That mindset is not motivational fluff. It changes how you lead in hard seasons. One Small Challenge at a TimeShirin didn’t build resilience from a comfortable place. She had to recover from a near-fatal brain tumor. The CEO who once moved at high speed suddenly had to redefine progress in tiny steps. One step at a time became my motto. Resilience is built one small challenge at a time. I love this framing for CEOs in volatile markets. You don’t need a heroic turnaround in 90 days. Outgrowing the Market (On Purpose)Shirin shared that her industry was growing around 6–9% annually… yet her company grew 70% in four years. That’s not luck. They slowed down to speed up. Shirin went on a listening tour—with customers, franchisees, and employees—to really understand what was working, what was broken, and what people needed most. From there, they clarified their identity, sharpened their offer, and focused on the right few strategic bets. This is a powerful reminder: Growth is rarely about doing more. Empathy as a Strategic AdvantageOne of my favourite lines from Shirin: Empathy is about meeting people where they are. Not lowering the bar. Not becoming “soft.” Real empathy is understanding the context your people are in—so you can place them in the right roles, give them the right support, and expect the right outcomes. That’s when performance takes off. In a world of pressure and constant change, empathy isn’t a nice-to-have. It’s a CEO-level capability. If you’ve ever felt that your background, setbacks, or current challenges are holding you back as a leader, this episode is a must-listen. Shirin’s journey is not just inspirational—it’s a playbook for turning adversity into your competitive edge as a CEO. 👉 Watch the full episode here Get the next issue on ThursdayOne idea a week on how top CEOs lead when the stakes are high, from inside rooms most people never enter. Free, and you can leave any time. Latest issuesYour company will only change as much as you do 26806160-38596 Your company will only change as much as you do 26806160-82af7 Your company will only change as much as you do 26806160-310e6 |