Jay Steinfeld

#355: How to Leverage Brand Fiction for Real ROI

#355: How to Leverage Brand Fiction for Real ROI

No matter your role, everyone is in sales. You want to be able to draw your people into your vision so you can inspire them to action. But it all starts by getting them to buy into a fictional story. A story they can truly live into that will soon be reality.

Then your job is to turn that fiction into reality.

Founder and former CEO of Blinds.com, Jay Steinfield demonstrates how to cast the spell of storytelling to grow your people, ignite your revenue and achieve the impact in the world you seek in his book, “Lead from the Core: The 4 Principles for Profit and Prosperity” a Wall Street Journal Best Seller. 

As the former CEO of Blinds.com, the world’s number one online window covering retailer, it was boot-strapped in 1996 for just $3,000 from his Bellaire, Texas garage. Blinds.com was acquired by The Home Depot in 2014. Jay remained as its CEO and later joined The Home Depot Online Leadership Team. After stepping away from these roles in early 2020, he teaches entrepreneurship at Rice University’s Jones Graduate School of Business and has increased his involvement on numerous private company boards and serves as a director of the public company Masonite (NYSE: DOOR). He also supports numerous charities.

Jay is an Ernst & Young Entrepreneur of the Year and has earned a Lifetime Achievement Award from the Houston Technology Center. He is active as an industry speaker on topics including corporate culture, core values, how to scale a start-up, and disruption, he has more than 100 published articles and writes a column for Inc.com.

He also loves to sing in the same barbershop quartet of which he’s been a part of for nearly 50 years. He lives with his wife, Barbara, in Houston, Texas, and has five children and seven grandchildren whom he proudly refers to as his seven start-ups.

Listen as Jay shows you how to make your vision statement even more vibrant by telling a story of what the future looks like so your people can see and feel it for themselves. 


Discussed in this episode 

  • How to acquire a company while minimizing your risk and why Jay led his company into and stay on after their acquisition by Home Depot
  • Why building and creating a successful culture and product isn’t just business but passion
  • Finding joy, meaning and purpose from your work regardless of your product or service
  • What generosity looks like to him as a Founder and CEO
  • The biggest mistake founders make when trying to create a legacy
  • What motivates high performing leaders and entrepreneurs
  • Jay touches on the 4 E’s of profit and prosperity and how they came about



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