Ditching Hourly Dr. J.J. Peterson - Finding the Balance Between Badass and Softie
Nov 25, 2025
Dr. J.J. Peterson, a Professor-in-residence at StoryBrand and founder of Conscious Brand Agency, explores the delicate balance between empathy and authority in business. He shares insights on the 'Badass Softie' concept, urging sensitive professionals to embrace both softness and strength. J.J. discusses the importance of defining one's unique guide style and overcoming imposter syndrome. Plus, he provides a compelling take on leveraging AI for content generation, emphasizing the need for human perspective in storytelling.
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Guide Role Beats Hero Or Villain
- The strongest leaders act as guides who combine empathy with authority to help others win.
- Guides show understanding of pain and evidence of success, not dominance or only sympathy.
Lead With Empathy, Follow With Proof
- Use empathy plus proof when positioning yourself: say “I get it” and then show results.
- That combo signals you understand the client and can actually help them.
Be Clear About Your Lane
- Clarify your lane and tell prospects if you're not the best fit.
- Say what you struggled with, then state how you fixed it and show proof of outcomes.