The Value Creators Podcast Episode #59. How to Build a Self-Managed Organization: A Conversation with Doug Kirkpatrick

Can companies operate effectively without bosses, titles, or hierarchies? How can organizations empower employees to take full ownership of their roles while maintaining accountability and productivity?

In this episode of the Value Creators Podcast, Hunter Hastings speaks with Doug Kirkpatrick, author of The No Limits Enterprise and a pioneer of self-management. Doug shares his experience implementing self-management at The Morning Star Company, a firm that scaled successfully without traditional managers or management.

Key insights include:

  • The two core principles that enable a self-managed organization: no coercion and keeping commitments.
  • How the Colleague Letter of Understanding (CLOU) replaces job descriptions and performance reviews.
  • Why bureaucratic hierarchies are outdated and how eliminating them enhances agility and innovation.
  • The evolving role of leadership as facilitators rather than controllers.
  • The connection between self-management, trust, and high business performance.
  • How AI and digital transformation are making self-management more relevant than ever.

For business leaders, entrepreneurs, and anyone looking to rethink traditional management, this episode offers a compelling look at the future of work. Discover how to transition from a control-based hierarchy to a high-trust, self-managed enterprise.

Resources:

➡️ Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Connect with Doug on LinkedIn

Read Doug’s Blog on “The Future of Work”

Get Doug’s Book The No-Limits Enterprise

Read Morning Star’s Success Story

Connect with Hunter Hastings on LinkedIn

The Value Creators on Substack

Knowledge Capsule:

1. The Concept of Self-Management in Organizations

  • Self-management eliminates traditional hierarchies, empowering employees to operate autonomously.
  • It shifts decision-making authority from managers to individuals who have the most direct information.
  • This model fosters a high level of accountability and engagement among employees.

2. The Origins of Self-Management at The Morning Star Company

  • The company was built on two core principles: no coercion and keeping commitments.
  • Employees negotiated their roles and responsibilities, replacing the need for managers.
  • The system proved highly effective, leading to The Morning Star Company’’s emergence as the leading self-managed enterprise.

3. The Traditional Management Hierarchy has outlined its usefulness

  • Modern corporate management evolved from 19th-century Prussian Military organization and rigid command-and-control methodologies designed to prevent railway accidents by taking away all judgment and discretion from operators.
  • Bureaucratic hierarchies, initially designed for efficiency, have become barriers to innovation and responsiveness.
  • Employees on the frontlines often have the best information but are constrained by rigid decision-making structures.

4. Individual Autonomy is the New Source Of Power and Energy in Business

  • Workers make complex life decisions (marriage, finances, education) without a boss—why not at work?
  • Empowering employees to act autonomously unlocks creativity, problem-solving, and ownership.
  • Organizations benefit from increased agility and reduced micromanagement.

5. Commitment is the key

  • Agreements between colleagues replace traditional job descriptions and performance reviews.
  • Employees voluntarily commit to responsibilities, creating accountability without the need for managerial oversight.
  • The key is to negotiate these mutual responsibilities in complete detail and precision so that each party knows exactly what is expected with no grey area.
  • A culture of trust and mutual reliance emerges from these agreements.

6. The Colleague Letter of Understanding (CLOU)

  • The CLOU is a self-negotiated document detailing an employee’s responsibilities and decision-making authority.
  • It aligns personal goals with company objectives, reinforcing the principles of self-management.
  • This system builds a resilient, adaptable organizational structure.

7. The Elimination of Bureaucracy

  • Traditional bureaucratic layers create inefficiency and stifle innovation.
  • Self-managed companies reduce or eliminate unnecessary administrative burdens.
  • Compliance with external regulations remains, but internal red tape is minimized.

8. Leaders don’t control, they facilitate

  • Leaders in self-managed organizations act as mentors and facilitators rather than decision-makers.
  • They focus on creating environments where employees thrive rather than directing their work.
  • This shift enhances problem-solving capabilities and employee engagement.

9. Self-Managed Enterprises Work Because of Trust

  • Trust is fundamental to successful self-management, replacing control-based oversight.
  • Employees must honor their commitments, fostering a culture of reliability and performance.
  • Organizations that master trust-building gain a significant competitive advantage.

10. Self-Managed Organizations are High-Performance

  • Companies with strong self-management principles achieve high performance and resilience.
  • Employees take ownership of their roles, improving efficiency and innovation.
  • The model enhances customer satisfaction by empowering employees to make direct decisions.

11. Self-Management is right for the Age of AI and Digital Work

  • Traditional management structures will struggle to keep up with AI and digital transformation.
  • Self-managed systems integrate seamlessly with AI tools, leveraging technology for individual decision-making.
  • The future of work is shifting toward more decentralized, autonomous structures.

12. How to Implement Self-Management in a Traditional Organization

  • Start with a small experiment or a single business unit before scaling.
  • Secure leadership buy-in and ensure alignment with core company values.
  • Foster a culture of transparency, trust, and accountability to support the transition.

The Value Creators Podcast Episode #58. How to Recognize and Overcome Selfish Leadership: A Conversation with Josefine Campbell

What if the traditional view of leadership—an individual who is assertively bold, visionary, and all-powerful—was actually harmful? What if leadership is not about commanding authority but interpersonal relationships, collaboration, self-awareness, and authenticity?

In this episode of the Value Creators Podcast, Hunter Hastings speaks with Josefine Campbell, international business coach and author of 12 Tools for Managing a Selfish Leader: Unlocking Authenticity for Resilience. Josefine shares how toxic leadership dynamics can damage organizations and individuals—and how employees and leaders alike can protect themselves and build resilience.

Key insights include:

  • Why the traditional leadership myth is outdated and how a more human-centered approach is needed.
  • How selfish leaders manipulate employees and erode company culture.
  • The role of energy management in maintaining resilience against toxic leadership.
  • Why self-awareness and authenticity are essential for outstanding leadership.
  • The importance of corporate culture in preventing toxic leadership behaviors.
  • Practical tools like the Awareness Matrix and Values Lighthouse to help individuals navigate difficult leadership situations.

Whether you’re a leader striving to improve or an employee dealing with a challenging manager, this episode offers valuable tools to foster authenticity, resilience, and ethical leadership. Learn how to protect yourself from toxic leadership and embrace a leadership model that works for the 21st century.

Resources:

➡️ Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Visit josefinecampbell.com

Connect with Josefine on LinkedIn

Sign Up To Josefine’s Newsletter

Check Out Josefine’s books:

12 Tools for Managing a Selfish Leader

Power Barometer: How To Manage Personal Energy For Business Success

Connect with Hunter Hastings on LinkedIn

The Value Creators on Substack

Knowledge Capsule:

1. Rethinking Leadership: Moving Beyond Traditional Views

  • Traditional leadership is often portrayed as visionary individuals with bold strategies guiding organizations.
  • This myth creates unrealistic expectations and often leads to toxic leadership styles.
  • True leadership is more collaborative, human-centered, and rooted in interpersonal relationships.

2. The Role of Personal Presence in Leadership

  • Leadership is personal—your voice, demeanor, and authenticity impact how people follow you.
  • Strategies and visions only succeed if they are effectively communicated and embraced by people.
  • Leadership is not about enforcing authority but about inspiring and motivating individuals.

3. The Persistence of Hierarchy in Business Organizations

  • Despite experiments with alternative structures, hierarchy remains the dominant organizational model.
  • Matrix structures, self-managed organizations, and agile methods have been explored but come with their own challenges.
  • Future organizational models need to balance flexibility with the need for clarity and coordination.

4. The Pitfalls of Decision-Making in Leadership

  • Leaders must make tough decisions under uncertainty, often facing disagreement.
  • Data-driven decision-making is important but insufficient; intuition and empathy play critical roles.
  • Leaders must navigate complex trade-offs and avoid becoming emotionally detached.

5. The Problem of Selfish Leadership in Organizations

  • Some leaders prioritize personal gain over team success, leading to manipulation and toxic work environments.
  • Selfish leaders lack genuine empathy but can be highly strategic in influencing others.
  • They negatively impact company culture, employee engagement, and long-term business performance.

6. The Impact of Selfish Leadership on Team Members

  • Employees often feel trapped in toxic leadership environments, leading to stress and disengagement.
  • Recognizing manipulative behaviors is crucial to protecting personal well-being.
  • Employees can develop resilience and coping strategies to navigate difficult leadership dynamics.

7. Managing Energy as a Defense Against Toxic Leadership

  • Energy management is essential for resilience, as dealing with selfish leaders is emotionally draining.
  • Leaders and employees must maintain energy balance through rest, nutrition, and positive activities.
  • Recognizing personal energy levels helps individuals stay focused and avoid burnout.

8. The Power of Self-Awareness in Leadership

  • Self-awareness is a key factor in effective leadership and emotional intelligence.
  • Leaders who reflect on their behaviors and decisions foster healthier work environments.
  • Employees can use self-awareness to recognize when they are being manipulated and respond accordingly.

9. The Importance of Authenticity in Leadership

  • Authentic leaders align their actions with their values and beliefs.
  • Discovering and embracing core values helps leaders make better decisions and inspire others.
  • Authenticity fosters trust, collaboration, and long-term effectiveness in leadership roles.

10. Navigating Ethical Dilemmas in Leadership

  • Leaders often face situations where they must compromise values or make morally challenging decisions.
  • Understanding one’s values and ethical boundaries is crucial for maintaining integrity.
  • Having the moral courage to stand by ethical principles is essential for long-term success.

11. Corporate Culture as a Defense Against Toxic Leadership

  • Organizations must establish clear behavioral norms and expectations for leaders.
  • Companies with well-defined cultural values (e.g., IKEA, Novo Nordisk) are more resistant to toxic leadership.
  • Aligning leadership evaluations with company culture ensures accountability.

12. Practical Tools for Overcoming Toxic Leadership

  • Tools like the Awareness Matrix help individuals navigate difficult leadership dynamics.
  • The Values Lighthouse Exercise aids in identifying and prioritizing personal values.
  • Developing self-awareness, adaptability, and resilience helps individuals manage workplace challenges effectively.

The Value Creators Podcast Episode #57. How to Enable a Kinetic Flow State Organization: A Conversation with Mark Beliczky

How can businesses shift from rigid, hierarchical structures to agile, fast-moving organizations that adapt to change effortlessly? What if businesses could remove bottlenecks, eliminate bureaucracy, and enable knowledge to flow freely—boosting innovation and engagement?

In this episode of the Value Creators Podcast, Hunter Hastings speaks with Mark Beliczky, co-creator of the Kinetic Flow State Organization (KFSO) model. Mark explains why traditional business structures are failing in today’s dynamic market and how KFSOs enable companies to replace control with continuous motion and adaptability.

Mark served as President and CEO of ProHome Holdings, LLC, and in Executive Management roles at The Carlyle Group. He was the Founder, President & CEO of Salus Sciences, LLC, and held senior executive positions with PepsiCo, UBS, Citigroup, Sunrise Senior Living and other companies. He has been engaged in numerous business start-ups, turnarounds, transformations, and acquisitions/ mergers. Mark is a Fellow at the Strategic Management Forum, and a member of the American Academy of Management and the International Leadership Association. He holds an MBA from Loyola University, is a graduate of Heidelberg University, and has a faculty appointment at Georgetown University. He has authored over 120 articles on leadership, management, culture and performance excellence, and has led numerous leadership seminars and been a speaker at global leadership forums.

Key Episode insights include:

  • Why legacy business models—designed for stability—fail in today’s high-speed market.
  • How a KFSO enables real-time knowledge flow, decision-making, and adaptability.
  • The two key components of a KFSO: kinetics (momentum) and flow (barrier elimination).
  • How psychological safety and real-time feedback drive innovation and employee engagement.
  • The shift from top-down leadership to dynamic, expertise-driven leadership.
  • The step-by-step process for transitioning from a legacy model to a KFSO.

For business leaders, entrepreneurs, and anyone rethinking organizational design, this episode offers a blueprint for creating a company that moves fast, innovates freely, and thrives in an era of continuous change. Discover how to enable a Kinetic Flow State Organization designed for the future.

Resources:

➡️ Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Connect with Mark Beliczky on LinkedIn

Connect with Hunter Hastings on LinkedIn

The Value Creators on Substack

Read Mark’s Articles:

The New Organizational Model That Is Needed For The 21st Century

Reimagining Organizational Structures for the 21st Century: The Agility Advantage

Adapting for Success: The Organizational Shift Every 21st Century Business Needs

The Evolution of Agile and the Rise of Enterprise Flow Organizations

Knowledge Capsule:

1. The Failure of the Traditional Business Organization

  • Legacy business structures prioritize control, predictability, and efficiency but struggle in today’s fast-moving environment.
  • Hierarchical bottlenecks, silos, and rigid job roles slow down decision-making and stifle innovation.
  • Traditional organizations optimize for stability rather than adaptability, making them ill-equipped for rapid change.

2. The Modern Business Environment Demands Change

  • Digital disruption, globalization, and shifting customer expectations require businesses to be highly responsive and flexible.
  • The modern workforce values autonomy, purpose, and meaningful work over bureaucratic oversight.
  • Speed, fluidity, and adaptability are now key determinants of competitive advantage.

3. Introducing the Kinetic Flow State Organization (KFSO)

  • A Kinetic Flow State Organization (KFSO) replaces rigidity with momentum and adaptability.
  • The model enables the free flow of knowledge, people, and ideas in real time, promoting innovation and agility.
  • Unlike traditional structures, a KFSO proactively shapes change rather than merely reacting to it.

4. Kinetics: The Power of Continuous Motion

  • A KFSO operates on Newton’s First Law of Motion: organizations in motion stay in motion.
  • Continuous adaptation ensures businesses evolve with changing market dynamics.
  • Decentralized decision-making allows teams to act quickly without waiting for top-down approval.

5. Flow: The Elimination of Barriers

  • Flow is enabled by identifying and removing obstacles that slow down knowledge, decision-making, and innovation.
  • Barriers exist at multiple levels: structural (hierarchies), procedural (bureaucracy), cultural (fear of failure), and technological (siloed data).
  • By eliminating friction, organizations increase autonomy, adaptability, and collaboration.

6. Leadership in a KFSO: From Command to Enablement

  • Leadership shifts from control-based authority to facilitation, guidance, and empowerment.
  • Leaders focus on removing obstacles, enabling teams, and fostering real-time knowledge flow.
  • Dynamic leadership allows expertise-based, situational leadership to replace rigid top-down hierarchy.

7. Knowledge Flow as a Competitive Advantage

  • A KFSO treats knowledge as its primary energy source, fueling decision-making, innovation, and value creation.
  • Explicit knowledge flow: Structured information like reports and best practices.
  • Tacit knowledge flow: Experience-based insights from real-time collaboration.
  • Real-time knowledge flow: Immediate feedback, market signals, and performance analytics ensure constant adaptation.

8. The Role of Psychological Safety and Experimentation

  • Fear-based cultures suppress innovation and engagement; KFSOs create environments where mistakes lead to learning.
  • Iterative test-and-learn approaches replace rigid long-term planning.
  • Employees take ownership of their work without fear of punishment for failure.

9. Real-Time Feedback and Decision-Making

  • Traditional organizations rely on annual reviews and slow reporting cycles; KFSOs implement continuous real-time feedback loops.
  • Decision-making is distributed to those closest to the action rather than concentrated at the top.
  • Regular standup meetings, deep-dive problem-solving, and cross-functional collaboration replace outdated reporting structures.

10. Engagement: The Missing Piece in Traditional Organizations

  • Only 23% of employees worldwide are engaged at work (data from Gallup), with bureaucracy and rigid structures cited as key reasons for disengagement.
  • KFSOs create environments where employees feel ownership, connection to purpose, and autonomy in their roles.
  • A sense of psychological safety encourages creativity, experimentation, and sustained engagement.

11. Alignment Without Control: Freedom Within a Framework

  • Traditional organizations enforce alignment through rigid rules and oversight.
  • KFSOs achieve alignment through shared purpose, principles over prescriptions, and real-time communication.
  • Employees operate autonomously within a strategic direction, not micromanagement.

12. How Organizations Can Transition to a KFSO

  • The shift to a KFSO won’t happen overnight; organizations must adopt an iterative, wave-based approach.
  • Some startups and digital-native firms already operate with KFSO principles, while legacy businesses must dismantle bureaucratic barriers.
  • The transition starts with small-scale experiments, removing bottlenecks, and shifting mindsets toward autonomy and adaptability.

The Value Creators Podcast Episode #56. How to Build a Scalable Real Estate Empire: A Conversation with Ivan Barratt

Real estate is more than buying and selling properties—it’s about creating value for tenants, investors, and communities. How do you scale a real estate business from a single duplex to managing thousands of units? How do you navigate economic cycles while ensuring consistent returns for stakeholders?

In this episode of the Value Creators Podcast, Hunter Hastings speaks with Ivan Barratt, founder of BAM Capital, about his entrepreneurial journey and the principles that have driven his success in the real estate industry.

Key insights include:

  • How Ivan scaled his business from a duplex to managing nearly 9,000 units.
  • The importance of creating a positive workplace culture for property management success.
  • The concept of forced appreciation and its role in increasing property value.
  • Strategies for navigating economic cycles and balancing cash flow with long-term growth.
  • The potential of AI in enhancing property management while preserving human connection.

Whether you’re an aspiring real estate entrepreneur or looking to invest in multifamily housing, this episode offers valuable lessons on leveraging innovation, culture, and strategy to create lasting value. Learn how to approach real estate as a value-driven business and scale sustainably.

Resources:

➡️ Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Visit BAM Capital

Connect with Ivan Barratt on LinkedIn

Connect with Hunter Hastings on LinkedIn

The Value Creators on Substack

Knowledge Capsule:

1. Real Estate as a Value-Creating Business

  • Real estate, especially in rental housing, offers value by providing fundamental needs such as shelter, community, and comfort.
  • It’s a service-oriented business that benefits tenants, investors, and employees alike.

2. Ivan Barratt’s Entrepreneurial Journey

  • Ivan started his career by working for free to learn from an experienced mentor.
  • His business began with a duplex, eventually scaling to managing nearly 9,000 multifamily units.
  • The journey highlights persistence, strategic scaling, and a focus on value creation.

3. The Importance of Culture in Property Management

  • Ivan emphasizes creating a workplace where employees feel valued, which in turn enhances service quality for tenants.
  • Treating employees as invaluable contributors has been a key factor in the company’s success.

4. Value Creation Through Forced Appreciation

  • Forced appreciation involves improving properties to increase their value and attract higher-paying tenants.
  • Upgrades and repairs benefit both tenants and investors by creating better living spaces and increasing property profitability.

5. Multifamily Housing as a Core Focus

  • Ivan’s company specializes in Class A multifamily properties, which are newer, well-maintained, and cater to creditworthy tenants.
  • Class A properties offer lower risk profiles and align with investor preferences for stable, high-value assets.

6. Diversification Through Funds

  • Transitioning from single property investments to funds has allowed Ivan’s firm to offer diversification and reduce single-asset risk for investors.
  • The fund model provides flexibility and access to larger, multi-property deals.

7. Managing Economic Cycles

  • The business has weathered multiple economic corrections, using downturns as opportunities to acquire undervalued properties.
  • Liquidity and prudent financial management are critical to thriving in fluctuating markets.

8. Balancing Cash Flow and Appreciation

  • Real estate investments offer dual benefits: consistent rental income and long-term capital appreciation.
  • Ivan’s firm focuses on optimizing both cash flow for immediate returns and appreciation for long-term wealth building.

9. Strategic Property Acquisitions

  • The firm targets markets where large institutional players are less active, finding value in underpriced or poorly managed properties.
  • A disciplined approach to pricing ensures investments align with investor expectations and risk tolerance.

10. Tenant Retention and Marketing

  • Providing excellent service and responsive maintenance reduces tenant turnover.
  • Continuous marketing efforts are essential to maintaining high occupancy rates in a transient rental market.

11. The Role of Private Equity in Real Estate

  • The firm’s private equity model attracts individual and institutional investors looking for high returns through illiquid, long-term investments.
  • Strategies such as leveraging endowments and retirement funds have expanded investment opportunities.

12. The Future of AI in Property Management

  • AI is expected to enhance team productivity and improve tenant services through automation and data insights.
  • Despite technological advancements, Ivan believes human connection will remain a key differentiator in creating community value.

The Value Creators Podcast Episode #55. Activating Change is Harder Than Prescribing It: A Conversation with Nellie Wartoft

How can businesses successfully navigate the relentless pace of change without alienating employees? Why do so many change initiatives fail, and what role does communication play in driving successful transformations?

In this episode of the Value Creators Podcast, Hunter Hastings speaks with Nellie Wartoft, founder and CEO of TigerHall, about a revolutionary approach to organizational change—change activation. Nellie explains how businesses can move beyond outdated, top-down “change management” processes to foster bottom-up, action-driven change that engages employees and aligns with company culture.

Key insights include:

  • Why employees resist change when they lack a voice and feel excluded from the process.
  • How TigerHall uses data, personalization, and modern content formats (videos, podcasts, live streams) to activate change effectively.
  • The importance of two-way feedback loops, real-time insights, and ongoing execution to drive agile, impactful transformations.
  • Why culture is defined by who you hire and how behaviors are rewarded and recognized.

For leaders seeking to address change fatigue, retain top talent, and create agile organizations, this episode provides a roadmap to activate meaningful and lasting transformation.

Resources: 

Discover how TigerHall helps businesses navigate change in a human, engaging, and data-driven way.

The Executive Council For Leading Change

Connect with Nellie Wartoft on LinkedIn

➡️ Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Connect with Hunter Hastings on LinkedIn

The Value Creators on Substack

Knowledge Capsule:

1. The Growing Challenge of Change in Organizations

  • Employees now face significantly more change, increasing from 1 major change per year in 2014 to around 14 changes annually today.
  • Frequent changes, including reorganizations, technology implementations, and leadership transitions, create “change fatigue,” reducing employee engagement.

2. The Change Activation Gap

  • Most change initiatives fail due to ineffective execution, not poor planning or strategy.
  • The change activation gap occurs when organizations fail to implement change through proper communication, capability building, and cultural alignment.

3. The Natural Human Reaction to Change

  • People’s initial response to change is caution, often mistaken for resistance.
  • If employees feel involved, heard, and empowered, they are far more likely to embrace change rather than reject it.

4. Top-Down vs. Bottom-Up Change

  • Change imposed in a top-down manner tends to alienate employees, leading to resistance and disengagement.
  • Successful change happens “with the organization,” where employees are active participants, rather than “against it.”

5. Change Activation as Action-Oriented

  • Change activation focuses on execution rather than static plans or PowerPoint strategies.
  • It relies on ongoing experimentation, two-way feedback loops, and real-time data to guide effective actions.

6. The Role of Leadership in Change

  • Leaders play a guiding, influencing, and coordinating role rather than “managing” the change process.
  • Unified messaging from leadership is crucial to avoid confusion and ensure alignment across the organization.

7. Giving Employees a Voice

  • Employees are more likely to support change when they feel heard and valued.
  • Feedback mechanisms, even if not acted upon directly, create trust and improve employee perceptions of leadership.

8. TigerHall’s Role in Driving Change Activation

  • TigerHall is a software platform designed to facilitate change activation through engaging communications, capability building, and cultural transformation.
  • It leverages modern communication formats like videos, live streams, and podcasts to replace outdated emails and PDFs.

9. Data-Driven Change with Real-Time Insights

  • TigerHall enables dynamic audience targeting based on time, activity, and sentiment analysis.
  • Leaders can monitor execution, employee feedback, and problem areas in real time, enabling agile decision-making.

10. Culture as a People-Centric Concept

  • Organizational culture is primarily defined by hiring decisions, behavior rewards, and leadership actions.
  • Transforming a company’s culture requires hiring the right people and strong leadership that embodies desired values.

11. Specialization in Change and Transformation Roles

  • Change and transformation leaders are increasingly specialized, possessing strong problem-solving, influencing, and communication skills.
  • The role is less about rigid frameworks and more about agility, adaptability, and collaboration.

12. Modern Communication in Change Activation

  • Content must be targeted, engaging, and delivered in formats that employees use daily, such as podcasts and videos.
  • Personalization and automation ensure that the right message reaches the right people at the right time.

Show Notes:

0:00 | Intro
2:02 |  Change is the Only Constant: The Concept of Change Management in Corporate America and Its Challenges
4:57 | Increasing Frequency of Changes Employees Face and its Impact on Engagement  
5:35 | Subjective Value
8:39 | Change Activation and its Importance Over Traditional Change Management. 
13:04 | Change with the Organization
14:42 |  Overview of TigerHall’s Platform and its Features for Driving Change Activation.   
18:12 | TigelHall’s Content Creation Process  
20:42 | Dynamic Audience Group: Targeting messages             
22:09 | Value Creators Online Course
23:22 | AI-driven targeted messaging
24:16 | Self Selection 
25:26 | Success Story and the Role of Culture in Change Management and its Challenges
29:19 | Giving Individuals a Voice
31:37 | Culture 
34:49 | The Flow Concept: Future of Change

The Value Creators Podcast Episode #54. How to Build a Multi-Million Dollar Brand: A Conversation with Neil Twa

What if you could leverage billions of dollars in pre-built infrastructure to grow a thriving e-commerce business without the burden of warehouses, logistics, or massive overhead? How can small innovations—rather than big inventions—solve customer problems and create scalable brands?

In this episode of the Value Creators Podcast, Hunter Hastings sits down with Neil Twa, CEO and Co-Founder of Voltage Holdings, to explore the concept of “almost automated income.” With over 17 years of experience building businesses both online and offline, Neil shares his expertise in scaling multi-million dollar brands through Amazon FBA and other e-commerce channels. Since 2012, he’s launched 5+ personal brands, generated tens of millions in revenue as an 8-figure seller, and helped over 1000 entrepreneurs grow their businesses through consulting, coaching, and mentoring.

Neil walks through key principles, including:

  • Focusing not on products but on customer value creating solutions that deliver real value by meeting real needs.
  • Choosing profitable offerings with high margins through a data-driven “Greenlight Process.”
  • Balancing demand creation (social media, influencers) with supply chain mastery.
  • Scaling efficiently with small teams, automation, and AI systems.

Listeners will learn how to identify winning products, test market potential, and build exit-ready brands that can sell for 3-15x their earnings. More than just a business model, Neil highlights how entrepreneurship can create purpose, freedom, and a fulfilling lifestyle.

For entrepreneurs looking to tap into today’s generative platforms, this episode is packed with actionable insights and inspiration to achieve success in the new economy.

Resources:

➡ 📚 Get a Free Copy of Neil’s Book “Almost Automated Income with FBA” Using code: VALUECREATORS

Connect with Neil Twa on LinkedInInstagramX, and YouTube.

Connect with Hunter Hastings on LinkedIn

The Value Creators on Substack

➡  Learn What They Didn’t Teach You In Business School: The Value Creators Online Business Course

Knowledge Capsule:

1. The Rise of Generative Platforms for Entrepreneurs

  • Entrepreneurs now benefit from pre-built infrastructure, including warehouses, supply chains, and platforms like Amazon FBA.
  • This “almost automated income” model allows businesses to leverage billions of dollars in infrastructure investments without upfront costs.

2. Amazon FBA as a Strategic Platform

  • Amazon FBA (Fulfillment by Amazon) offers unparalleled logistics and customer support, enabling businesses to scale rapidly.
  • While entrepreneurs pay platform fees, Amazon’s infrastructure and last-mile delivery streamline operations for sellers.

3. Choosing the Right Platform and Business Model

  • Entrepreneurs should evaluate platforms (e.g., Amazon, Walmart, TikTok shops) based on their business goals and product fit.
  • Each platform offers unique advantages, but Amazon’s massive demand capture makes it an ideal starting point for physical product businesses.

4. Innovation Over Invention

  • Entrepreneurs should focus on small product innovations rather than completely new inventions.
  • Successful products solve customer problems through slight improvements, as demonstrated by the evolution of Instapot and air fryers.

5. Customer-Centric Business Design

  • The starting point for any business is identifying customer problems and innovating to meet their needs.
  • Neil emphasizes that perceived value is subjective and depends on how well the product answers a customer’s core questions or concerns.

6. Profitability Over Vanity Metrics

  • Focusing on unit profitability and understanding margins is critical for long-term success.
  • Many businesses mistakenly chase high sales volume without considering net profits, which can lead to operational burdens.

7. Identifying Profitable Products and Target Customers

  • Neil’s “Circle of Confidence” strategy starts with familiar markets and customers (e.g., women aged 27-40, who drive online purchases).
  • Profitable products typically fall between $50 and $500, offering high margins without requiring massive volumes.

8. The Greenlight Process and Market Testing

  • Before scaling, products are market-tested using a 90-day process with small order quantities (100 units).
  • Feedback from the test phase informs product improvements and differentiations, ensuring better market success.

9. Building Brands as Valuable Assets

  • Entrepreneurs should aim to build scalable brands, not just sell products, to create exit-ready businesses.
  • Assets are sold at 3-15x EBITDA, making the exit a key financial reward for successful business owners.

10. Managing the Demand and Supply Chains

  • Businesses must balance demand creation (e.g., through social media, influencers, viral videos) with efficient supply chain fulfillment.
  • Platforms like Amazon act as “demand capture engines,” validating products and creating trust among customers.

11. The Power of Process and Automation

  • Systems, automation, and AI allow businesses to operate efficiently with minimal overhead.
  • Entrepreneurs can build 7-8 figure businesses with small teams (e.g., one lead and five VAs) and focus on CEO-level strategy.

12. Entrepreneurship as a Purpose-Driven Lifestyle

  • Neil emphasizes building businesses with a clear social mission, such as family time, freedom, and generational wealth.
  • The entrepreneurial journey involves calculated risks, discipline, and resilience, leading to a flexible and fulfilling life.

Show Notes:

0:00 | Intro
3:21 | How Does Neil View Entrepreneurial Business Growth?
5:19 | Platforms That Drive Business Growth and Their Impact on Success
10:09 | Customer-Centric Business Models
16:49 | Subjective Value VS Solution Value
19:58 | Value Creators Online Course
21:11 | Price Value Choosing Customer
24:45 | Finding Suppliers
29:02 | Profit & Balance Sheet: Building Profitability and Assets
34:19 | Neil Shares his Value Proposition:  Innovation and Product Development
39:06 | CEO Operators: Future of Economy
40:20 | Process, Process, and Process: Building a Brand and Capturing Demand
44:15 | Wrap-Up