‘Takes
both old and new leadership tactics and transforms them into strategies to use
in crises’ – Eric Yuan, CEO and founder of Zoom
'If you believe you have to choose between being respectful and being
effective, Tough Enough will change your mind' – John Mackey, cofounder
and former CEO of Whole Foods and New York Times bestselling author of Conscious
Capitalism
From two of Silicon Valley's premier executive coaches, a no-nonsense guide
to building elite teams by embracing true toughness – without sacrificing your humanity.
Some of today’s most successful companies are infamous for toxic, high-burnout
cultures. But you don’t have to compromise your values to drive your team to
greatness.
In Tough Enough, executive coaches John Baird and Matt Hunter introduce the ‘Toughness
Spectrum’. This counterintuitive framework helps you calibrate between the
passive ‘Comfort Zone’ and the destructive ‘Hardcore Zone’ to hit the
high-performance sweet spot. Drawing on decades of experience coaching top CEOs
and founders at world-class organisations like Apple, Nike, and DoorDash, the
authors break down seven transformative habits to help you lead with radical
respect and uncompromising results.
This isn't fluffy management theory. Packed with real-world stories and
data-backed tools, this is the practical playbook for anyone ready to demand
excellence and enforce accountability without crossing the line.
Whether you are an entrepreneur scaling a startup or an executive sharpening
your team’s edge, Tough Enough proves you don't have to be a jerk to
build a next-generation company – but you do have to be tough enough.
'A powerful reminder that excellence requires courage and that the best
leaders know how to push harder, lead better, and achieve lasting results' –
Lip Bu Tan, CEO of Intel Corporation
'A masterclass in modern leadership . . . a practical and powerful framework
for building teams that truly win' – Denise Young, former Worldwide Chief of
Human Resources at Apple
