Welcome to How Leaders Lead. I'm Kula Callahan here to bring you another edition of three more questions with David Novak.

David, how's it going?

It's going fantastic. And, you know, today we get to talk about Jim Weber and Jim runs Brooks running.

And the thing that impresses me most about Jim is he really knows

as consumers. This guy came up in a packaged good world and he really understands how to dive deep

into consumers and understand what they're thinking and figure out how to really make them happy.

In fact, one of his big theme lines or approaches that really helped

unlock a lot of growth in the business was run happy. Well, the reason why he could say run happy

is he knew how to get his consumers to think about that brand in a way that would put them

into that category. Absolutely. This episode is so good. Jim is so smart and the insights that he shares about

just becoming laser focused on his consumer and developing a powerful story around them is something

that was really inspiring to me and helped me kind of create a bunch of new ideas for what we

can do better at how leaders lead.

So I think you're going to love the conversation with Jim Weber.

And as a runner myself, I was also fascinated with how they take consumer insights and better

their products and create a brand that people really love.

So I'm excited to dive into our questions today for you,

David. Are you ready for it? Let's go. All right, question number one. When you listen to the

episode, you'll learn that part of what Jim did to turn Brooks running around was to get out of all

the other athletic categories and get laser focused on running.

And when he did that, the company actually shrunk at first because they killed all these other lines of

business, but he then grew it to over a billion dollars and profits went through the roof.

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