Tough Enough

'Takes both old and new leadership tactics and transforms them into strategies to use in crises... It is a testament to Baird and Hunter’s lucrative experience in the business realm
and the role they play in shaping great leaders.' —Eric Yuan, CEO and founder of Zoom

From two experts on leadership, a no-nonsense guide for ambitious leaders to build great teams by embracing toughness - without sacrificing humanity

Some of today’s most successful companies are also infamous for their domineering leaders and toxic working environments. But you don’t have to compromise yourself or your people to drive your team to greatness.

In Tough Enough, executive coaches John Baird and Matt Hunter reveal the 'Toughness Spectrum,' a transformative framework that helps leaders calibrate between the ineffective 'Comfort Zone' and the destructive 'Hardcore Zone.' Drawing on over 45 years of combined experience coaching leaders at world-class organizations like Apple, Nike, and DoorDash, the authors introduce seven transformative habits to help you build great companies.

This isn't just theory - it’s a practical playbook for leaders who are ready to demand excellence, manage underperformance, and enforce accountability without sacrificing their integrity or humanity. Whether you are a founder scaling a startup or a manager looking to sharpen your team's edge, Tough Enough proves that you don't have to be a jerk to be a successful leader - but you do have to be tough enough to win.