I’m often asked to describe our work at BTL. Most don’t want to hear the answer, so I’ve come up with my ccd scripted answer to said question. We are CEO coaches. We get paid not to lie.

Why, do CEO’s and business owners pay us to speak truth? Simple answer. The team lies to get paid. Fact. Lead anything and expect to be lied to – a lot. Want truth? Good luck getting it. Most coaches lie to get paid too. So, leader, don’t believe me. I mean c’mon man my credentials and motive gotta be suspect. Trust the dude who coined the phrase “emotional intelligence,” and wrote the seminal book with the same title. His name is Daniel Goleman and he also coined the term “CEO disease.” My rough translation from his book Primal Leadership is as follows:

The higher you rise in any system, the more likely you are to buy the lie. Your team lies to get paid and you overestimate your ability to recognize it. Before you know it, you’re running a company from an information vacuum. This is the disease…

Sucks to lead, huh. BTL exists to awaken, challenge, and transform a few individuals, teams, and leaders from a lone toward all One – ONE L of a difference. One distinct and deeply connected becoming BTL. Together we transform. Always together. This is our why. We get paid not to lie. We get paid to prevent CEO disease. Truth. What lies you buying, leader?

Live hard. Love harder…

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