every time I would ask people to change, they'd get very, very defensive.

And they're like, well, I'm doing what I was always told to do. I was like, I understand that. But we've learned that what we're doing isn't working. And so I started using the term of redirection. We're redirecting you a different way. We would learn something. We're going this way now. And it really kind of helped shape that organization. Step into the world of success with your brand amplified, the ultimate podcast designed to

unravel the intricacies of thriving businesses. I'm your host, Onica Jackson, and I'm on a

mission to uncover the stories, strategies, and secrets that have propelled entrepreneurs and business

leaders to success.

John Bassford, I'm really excited to dive into conversation with you today. You are an optimist.

You use a lot of exclamation points, but in a very positive way in your writing. And you have a book out that's an Amazon bestseller. And it's about using creativity and curiosity and leadership. I'm curious to understand why curiosity. What was it about that word, that ideal that propelled you into doing what you do now

and helping organizations with organizational structure, workflows, production ops, things that are

the backbone and so vitally important to all of us?

Sure. So, you know, I have to admit here that curiosity wasn't something

that I thought about most of my childhood, high school, college, early career. About, you know, 10, 12

years ago, I was in a transition. I did what most people did is desktop the digital old X

LinkedIn and started networking people because I was looking for another job. uh someone introduced me to a call you of theirs who is an academic who specializes

in help people to define their superpower and that's the first time it came back curiosity uh after some

interviews and intake forums all that type of stuff but it didn't really resonate with me at the time

i'm someone who i'm curious and love personal development assessments. So I enjoy doing it and

learning about it, but it didn't really change anything. But fast for us working with a branding

company, did a deep dive into who I am and what I do and why I do what I do. And curiosity

came up again. And so that's where I really kind of took note and

started thinking about, again, even back to childhood of sitting around the adults and engaging

conversations to high school taking advantage of opportunities that came my way and just really

diving into everything. Then in my career, you know, I've always been a person, a little bit of a change agent. You know, I come into a role. And I'm like, my first thing I do is like, you know, get in engulfed into what is that the organization does, but then start, you know, picking it apart a little bit, like, how can we make this better? And when I really started thinking about that, that's really been the through line for my career and what I do and how I've helped organizations, create efficient and effective operations,

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