I recently went one-on-one with Buddy Teaster, CEO of Soles4Souls.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Buddy: Thanks for the question and for having me. Honestly, it’s hard to know where to start because there have been so many turning points along the way. For the basics: I was born in West Virginia, the oldest of four children. I grew up there and in rural Pennsylvania, then graduated high school in Northern Virginia. College was in Richmond, and after that, I worked for a few years in the theater world. My undergrad was in Religious Studies and French, of all things, and then I went back for a master’s in arts administration and an MBA. But here’s the twist: after all that education, I decided I didn’t actually want to work in the arts anymore. Instead, I joined an organization that changed my life: the Young Presidents’ Organization (YPO). That was my real second MBA. It opened doors, let me see the world, and connected me with amazing people. I worked there three separate times, which is a little unusual, and in between, I launched a few entrepreneurial ventures in tech, marketing, and education.
Then came 2008–2009. I was Chief Network Officer at YPO, a job I loved, but a new CEO came in, and… well, he didn’t love me. It was mutual. In that kind of setting, the CEO calls the shots. So, I partnered with a YPO member I knew, helped start a business, and eventually ran one of his companies called StarKart, basically selling ads on grocery carts to local businesses. It was right after the Great Recession, so real estate agents, HVAC companies, small business owners, and many of our customers were struggling. It became a turnaround story. A successful one, fortunately, but after that, I was at a crossroads: stay in the for-profit world or go back to nonprofits, which had always been close to my heart. With my family’s support, I chose the nonprofit route. And as it turned out, while I was looking, Soles4Souls was too. We connected, and in October 2012, I became CEO. Thirteen years later, here we are.
Adam: What are the best leadership lessons you have learned from leading a non-profit organization?
Buddy: I’m not sure the biggest lessons depend on whether it’s a nonprofit or for-profit. Leadership is leadership. For example, our board chair also serves on the board of a big public company. I asked her what she brings from her corporate experience to Soles4Souls, and she said, “Actually, it’s the other way around. What I’ve learned here, about mission, values, storytelling, I take back to the corporate boardroom.” So yes, nonprofits and for-profit businesses have differences – capital, profit motives, structure – but at the heart of it, leading an organization comes down to vision, people, and values. Each can really learn from the other
Adam: What are your best tips for fellow leaders of non-profit organizations?
Buddy: First, don’t let your ego get too big. A little confidence is necessary, but if it’s all about you, it doesn’t work. Second, you need to be deeply connected to the mission. After 13 years at Soles4Souls, I still wake up energized by the people, the work, the partners, and the impact. That connection has carried me through tough times… financial struggles, losing two senior executives to illness, it all could’ve broken us. Instead, it pulled us closer together.
Adam: In your experience, what are the defining qualities of an effective leader?
Buddy: A few things stand out:
- Clarity of purpose: Know your mission and never get tired of telling the story.
- Focus on values: At Soles4Souls, we started by defining who we are and why we exist. We still use those values as our guide when decisions get tough.
- Openness to change: Teams evolve. People come and go, sometimes by choice, sometimes not. You have to start with yourself. Ask, “Am I the problem?” before looking at others.
Adam: For someone early in their career, how do you “take it to the next level”?
Buddy: I was talking with a new college grad recently, a family friend, who had read my book From Tailspin to Tailwind. He asked about some of the generational differences I see. I let him know that I think a lot of what is said about generational differences is BS. But I did suggest he be open and say yes to opportunities. Don’t play it too safe, or you miss the best ways to learn about yourself and others. Get out into the unknown, where you have to ask questions and make mistakes and try again. Unless you’re in a profession like medicine where your path is very structured, the best way to learn is by trying things. And it’s never easier than when you’re at the beginning of your career. I’ve worked in for-profits, nonprofits, startups, and international roles, and each one taught me something new about myself. Most decisions aren’t fatal. Take the chance.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Buddy:
1. Be crystal clear about your purpose. How you frame your mission matters. It gives those outside of the organization a sense of who you are, and it serves as a compass for those on the inside.
2. Remember, it’s not about you. Success can feel so good. Yet, success – that sense of having made a difference – can lead to a mistaken self-satisfaction.
3. Learn when to persist and when to pivot. There are times where each one is the right call.
Adam: What is your best advice on building, leading, and managing teams?
Buddy: Seth Godin says, “Culture is the way we do things around here.” Just because values aren’t written down doesn’t mean that people don’t know “how we do things around here.” The values we don’t acknowledge are just as powerful as the ones we do. In 2012, as we identified the values we found indispensable at Soles4Souls, we had the good fortune that it was easy to remember them with the acronym TEAM: Transparent. Entrepreneurial. Accountable. Meaningful. We got to TEAM because we focused on our “why.” And we make sure we stay focused on this by always living our values. Inseparable from one another, the values are the foundational principles for any success we’ve had.
Adam: What is the single best piece of advice you have ever received?
Buddy: “Clear on why, flexible on how.” As Mike Tyson is supposed to have said, “Everyone has a plan until they get punched in the face.” The “why” keeps you pointed in the right direction. The “how” gives you options.
Adam: What can anyone do to pay it forward?
Buddy: One word: Act. Thoughts and prayers aren’t nothing, I suppose, but action is what changes things. At Soles4Souls, people give shoes, money, time, whatever they can. Our partners pay it forward too. They don’t hoard opportunities; they share them. So yes, act. That’s how you make a difference.
Adam: Is there anything else you would like to share?
Buddy: No journey, of a business, an organization, a movement, or an individual, occurs in a straight line. Rivers flood. Bridges get knocked down. Restructuring eliminates positions. Things break down. People die. Because you will be forced to find your way around the unexpected, because some of your waypoints will change over time, you need two critical items: a destination, however aspirational, and a good compass to give you a heading.
