Celebrating 32 years of ActionCOACH, here are 32 powerful business and leadership lessons from founder Brad Sugars, one for each year of insight.
Let’s count them down!
32. Celebrate Small Wins
“Work hard for big things, but celebrate and enjoy small things too,” Brad says. Every milestone, no matter how small, fuels momentum and keeps your team motivated and positive.
31. Work Hard and Be Disciplined
There’s no substitute for hard work. Success requires rolling up your sleeves and doing the necessary grind. Consistent effort, coupled with smart strategy, lays the groundwork for every major achievement.
30. Infuse Fun and Passion
Business should be enjoyable. Bring passion to what you do and create a fun work environment. Enthusiasm is contagious, and when you love the game of business, your energy inspires your team and attracts success.
29. Fail Forward
Treat failures as lessons, not defeats. Every setback carries a seed of insight. Resilience is built by seeing each “failure” as valuable feedback, using those lessons to come back stronger.
28. Be Consistent
Big success is the result of small actions done consistently. Develop winning habits and stick to them; consistency beats intensity when it comes to reaching long-term goals.
27. Take Massive Action
Ideas alone won’t get you there; execution will. “Words can inspire, thoughts can provoke, but only action truly brings you closer to your dreams,” Brad emphasizes.
26. Know Your “Why”
Clarify your purpose. A strong why will fuel you through tough times and give meaning to your work.
25. Never Stop Learning
Be a lifelong student of business. The more you learn, the more you can earn and innovate as an entrepreneur.
24. Implement Quickly
Speed of implementation is a competitive edge. Don’t wait for perfection; do it, adjust on the fly, and stay ahead.
23. Set Clear Goals
Write down specific, measurable goals with deadlines. Clear goals focus your effort and give your team a common objective.
22. Plan Your Success
A goal without a plan is just a wish. Map out the steps, schedule them, and work your plan consistently.
21. Own Your Niche
Differentiate or die. Identify your unique selling proposition so you no longer compete on price.
20. Sales and Marketing Are the Lifeblood
Nothing happens until a sale is made. Master marketing to generate leads and master sales to convert them.
19. Delight Your Customers
Don’t just satisfy, wow your customers. Go the extra mile in quality and service.
18. Test and Measure Everything
You can’t manage what you don’t measure. Try new strategies, track the results, and scale what works.
17. Master Your Time (Self-Management)
Time is your scarcest resource. Prioritize high-value activities and manage yourself, not just your hours.
16. Hire for Attitude, Train for Skill
Recruit people with great attitudes and cultural fit, then train for any skill gaps.
15. Embrace Change and Innovate
Change is constant. Stay agile, pivot when needed, and continually innovate.
14. Never Settle for Mediocrity
Continuously raise your standards. There’s always another level of excellence to achieve.
13. Build a Strong Culture
Create a workplace environment that reflects your values and engages your team.
12. Lead with Integrity
Trust is the foundation of all good business relationships. Honesty and transparency are non-negotiable.
11. Take Calculated Risks
Big rewards often require bold moves. Calculate the downsides, manage risks, and commit fully.
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Top 10 Lessons
10. Follow the Success Formula (Dream, Goal, Learn, Plan, Act)
Start with a big dream, set clear goals, learn the skills, plan the steps, and act consistently.
9. Build Great Relationships
Business is about relationships. People do business with those they know, like, and trust.
8. Provide Strong Leadership
Lead yourself and others. Communicate a compelling vision and lead by example.
7. Seek Mentors and Coaching
Even the best need guidance. Learn from mentors and invest in coaching.
6. Focus on Profit and Cash Flow
“Revenue is vanity, profit is sanity, and cash is king.” Manage margins, costs, and cash.
5. Systemize Your Business
Document processes and use technology to make the business run like a well-oiled machine.
4. Build a Winning Team
Hire smart people, empower them, and let them shine.
3. Take 100% Ownership (No Excuses)
Live above the line of blame. Own outcomes and fix issues without excuses.
2. Work On Your Business, Not In It
Be the strategist, not just the worker. Focus on growth, systems, and vision.
1. A Business is a Commercial, Profitable Enterprise that Works Without You
A true business generates revenue and profit without the owner’s daily presence. This is the ultimate freedom.
Thirty-two years of wisdom in the books! Apply these lessons to build a business that thrives for decades to come.
Unlock the power of these 32 lessons in your own business. Get 2 weeks of free coaching with an ActionCOACH expert and see firsthand how these strategies can boost your profits, strengthen your team, and free up your time.