TED Talks Daily The question that saved my company from bankruptcy | Sharon Price John
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Dec 11, 2025 
Sharon Price John, CEO of Build-A-Bear, shares her inspiring story of revitalizing the brand through a heart-centered approach. Facing bankruptcy, she asked if the company truly mattered, leading to a transformative turnaround. Sharon reveals how emotional connections and purpose can drive a business's success, emphasizing the importance of operational excellence and strategic alignment with a mission. Her journey illustrates that starting with heart not only saves companies but also fosters resilience and growth, encouraging others to find their own organization's purpose.
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Turning Point: The 'Does It Matter?' Moment
- Sharon Price John recounts inheriting Build-A when it was near bankruptcy after years of decline and massive losses.
- She asked the team a pivotal question about whether Build-A mattered and used the answer to reshape strategy around purpose.
Experience Equals Emotional Ownership
- Build-A's in‑store experience — the stuffing, heart ceremony, naming, and birth certificate — created deep multi‑generational memories.
- Those emotional rituals transformed the brand from a store into a feeling and a cultural touchpoint.
Use Purpose To Power Turnarounds
- Align turnaround actions with your organization's true purpose before asking people to change.
- Use purpose to motivate teams through hard operational work like cost‑cuts and store changes.