I recently went one-on-one with Peter Samuelson. Peter is the producer of a wide range of movies, including Revenge of the Nerds and Arlington Road, is the co-founder of the Starlight Children’s Foundation, is the founder of First Star and EDAR, and is the volunteer CEO of Kindness Worldwide’s ROKindness.org.
Adam: Thanks again for taking the time to share your advice. First things first: what is something even the most passionate fans of your films don’t know about you?
Peter: I’ve taken the toolkit of film producing and applied it in a parallel direction by founding and sustaining seven major charities over the past 40 years. It’s the same skill set, but focused on solving intractable social challenges. Those organizations include Starlight, Starbright (with Steven Spielberg), First Star, ASPIRE, Everyone Deserves a Roof (EDAR), and People4Peace. Today, much of my energy is devoted to creating ROKindness, aka Random Opportunities for Kindness, to inspire others to pay it forward and create a ripple that extends far beyond a single good deed.
Adam: What is something you have witnessed up close or experienced that would shock fans?
Peter: Making films is fun, rewarding, and exciting. But building charities is even more fulfilling because you have the opportunity to make the world a better place. I’ve learned that one simple act of kindness can spark another, and before long you’ve created a ripple that reaches people you’ll never even meet.
Adam: How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your development and success?
Peter: I’m an immigrant, and I take very seriously the responsibility of helping lift up the United States, my adopted country. Every day I try to build outside-the-box solutions to big challenges through leverage, ingenuity, attention to detail, and by surrounding myself with great people.
Adam: In your experience, what are the common qualities among those who have been able to enjoy success in the entertainment industry?
Peter: The ability to tell a compelling story and elicit an emotional response. You’re constantly selling ideas that don’t exist yet. You have to move someone’s heart with nothing more than the story you’re telling.
Adam: What advice do you have for those trying to break into the entertainment industry or advance their careers?
Peter:
• Perfect your pitch.
• Take a portfolio approach: don’t put all your eggs in one basket.
• Have a Plan B in case you’re not the next Steven Spielberg.
• Never give up.
Adam: What are the best lessons you’ve learned through your entertainment career that apply to those who will never earn a living in front of or behind the camera?
Peter: Tell the story of what you want to achieve. Tell it with emotion, practice until you get it right, and move the heart of the person listening to you. Close the deal while they’re emotionally engaged. If the door is closed, go around back and find an open window. The stories we tell will inspire others to take action, and sometimes that action delivers something much bigger than we could have imagined.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Peter: Peter Drucker’s concept of servant leadership is eye-opening. Lead from the middle. Inspire loyalty by being loyal to your team first. Acknowledge people, praise them, give them responsibility, and listen constantly.
Adam: What are the best leadership lessons you’ve learned from leading nonprofit organizations?
Peter: It’s really not that different from the for-profit world. Praise generously. Remember that people working for a charity could often earn more money elsewhere, so nurture the passion that brought them to the mission in the first place. Don’t hire people looking for a “McJob.” It rarely works out. When people believe they’re helping create a ripple of positive change, they’ll accomplish things no paycheck alone can inspire.
Adam: What are your best tips for fellow leaders of nonprofit organizations?
Peter: Make sure you truly have passion for the mission. The work is simply too demanding unless your motivation is rooted in making a difference. If you can inspire one person to inspire another, you’ve built something far more powerful than any single organization; you’ve created a movement.
Adam: What are your three best tips for entrepreneurs, executives, and civic leaders?
Peter:
• Dream big first.
• Imagine what success looks like. Walk around inside it in your mind. Kick the tires. Experience it before it exists.
• Then reverse-engineer the steps needed to get there.
Adam: What is the single best piece of advice you’ve ever received?
Peter: Ted Turner taught me a great deal about leadership. He had a sign on his desk that read: “Lead, Follow, or Get Out of the Way.”
Adam: Is there anything else you would like to share?
Peter: General Norman Schwarzkopf taught me during my work with Starlight that it’s no coincidence military leaders are called “generals.” Throughout history, when specialists led armies, missions often failed because they became distracted by their specialty. A true leader’s specialty is leadership itself. You can hire all the specialists you need, but the leader’s job is to unite them around the mission and deliver results. Whether you’re leading a company, a film, or simply creating a Random Opportunity for Kindness, real leadership inspires others to carry the mission forward.
