
Shannon Waller's Team Success
Shannon Waller, author of The Team Success Handbook, has been the entrepreneurial team expert at Strategic Coach® since 1995. Shannon Waller’s Team Success podcasts are a series of insights around teamwork and success that she’s gained from working with entrepreneurs.
Latest episodes

Apr 9, 2025 • 41min
Why Your Business Stalls Without The Right Second-In-Command, with Ben Wolf
Is your business stuck because you’re still acting as the de facto COO? In this episode, Ben Wolf of Wolf’s Edge Integrators reveals the three types of number two leaders—Operational, Conductor, and Executive—and how to choose the right one for your growth stage. Learn why the wrong hire can cost you years (and how the MOA Assessment solves this).
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Show Notes:
A great number two leader drives execution—both core operations and key growth initiatives—while ensuring profitability and team alignment.
Entrepreneurs need to shift from being in the business to working on the business by delegating execution to a trusted second-in-command.
Without a strong number two, visionary leaders stay trapped in day-to-day operations, limiting their ability to focus on high-impact growth opportunities.
There are three types of number two leaders: Operational (systems and processes), Conductor (cross-functional alignment), and Executive (scaling expertise).
Hiring the wrong type of number two leader can slow progress and create frustration.
Companies evolve through stages—Survival, Owner-Dependent, Incremental Growth, and Scale—each requiring a different leadership approach.
Fractional COOs can be a strategic bridge, providing the right expertise without the full-time cost, especially in early growth phases.
Corporate-minded leaders often clash with entrepreneurial cultures—look for number twos with both big-company experience and start-up agility.
Trust is the foundation for all business growth. Entrepreneurs have to learn to delegate control, while number twos must earn credibility through transparency.
The MOA Assessment (Mother of All Assessments) helps entrepreneurs identify their current stage, leadership gaps, and the ideal number two profile.
Resources:
Wolf’s Edge Integrators
EOS®
Unique Ability®
The 4 Freedoms That Motivate Successful Entrepreneurs
VisionSpark
More about Ben

Mar 27, 2025 • 19min
How To Bring Your Entrepreneur’s Ideas To Life
Is your entrepreneur overflowing with ideas but feeling frustrated that no one is listening? This episode reveals how you can step up as a vital sounding board, transforming those fleeting thoughts into actionable plans. Entrepreneurial team expert Shannon Waller explains how enhancing your listening skills makes you an invaluable asset to your entrepreneur. While you get to collaborate creatively with your entrepreneur, you’ll also usher in new solutions that drive growth for your company.
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Show Notes:
Be A Great Sounding Board
Volunteer to listen: When your entrepreneur shares an idea, express interest in scheduling time to learn more about it.
Capture ideas: Keep a running list of your entrepreneur’s ideas in something that you can access from your phone, like Trello or Asana, anytime a new idea comes up. Before the discussion, make a note about what intrigued you about the idea or what questions you immediately have.
Be present: Clear your mind and focus on the conversation. If you’re distracted, your entrepreneur will sense it and share less.
Listen generously: Use phrases like, “Tell me more” to invite deeper discussion. Lean in physically to show engagement.
Create a safe space: Make it comfortable for the entrepreneur to express their thoughts, even if they lead to a “bad idea.”
Capture the summary of main points: This is easy to do with Strategic Coach® tools, but even typing out the key points discussed afterwards takes the idea from the “make it up” stage closer to “make it real.”
Characteristics Of A Great Listener
Enthusiastic and curious: Show genuine interest in the ideas being shared.
Translates back: Reflect back what you hear using phrases such as, “It seems like … ” or “It sounds like … ”
Great interviewing skills: Ask questions about what intrigues you and what the context is—what the problem is that this idea solves. Or, repeat the last three words to confirm that you’re listening and encourage further expansion.
Add your viewpoint: Adding your own thoughts shows you’re listening and thinking about what is said.
Tools For Effective Conversations
Use Strategic Coach tools: Tools such as The Strategy Circle and Impact Filter can help guide discussions.
The Strategy Circle®: Identify goals, obstacles, and strategies.
The Impact Filter™: Discuss the purpose, importance, ideal outcome, and success criteria.
Certainty/Uncertainty Focus: Explore what is known and unknown about the idea to get more clarity about who should be doing what.
Approach With The Right Mindset
Be curious, not ego-driven: Focus on the entrepreneur’s ideas rather than seeking personal recognition.
Use your strengths: No matter your strengths, lean in to them to balance your entrepreneur’s strengths.
Enjoy the process: Embrace the creative act of ideation with your entrepreneur.
Be open: Keep an open mind to new ideas, but also be willing to let them go if they turn out to be not worth pursuing.
Final Thoughts
Transformational impact: Your role as a sounding board can lead to significant breakthroughs for the entrepreneur and the team.
Recognize your skills: You may already possess these listening skills. Acknowledge and enhance them for greater impact.
Make it real: Your engagement can help flesh out creative ideas by taking them out of the headspace and into the action space.
Resources:
Never Split The Difference by Chris Voss, CEO and founder of The Black Swan Group
The Strategy Circle: Your Life As A Strategy Circle by Dan Sullivan
The Impact Filter
Strategic Coach Ambition Series quarterly books
What is the Collaborative Way®?
CliftonStrengths®
Tools for capturing ideas on the go: Trello, Asana
Inside Strategic Coach podcast with Dan Sullivan and Shannon Waller
questions@strategiccoach.com

Mar 13, 2025 • 14min
Who’s Leading Your Leaders? How To Create A Culture Of Feedback And Growth
Are your team leaders still growing, or have they become too comfortable? In this episode, Shannon Waller discusses why leaders need to be led and how entrepreneurs can create environments where their leadership teams continue to grow, adapt, and welcome feedback. Learn how to avoid the trap of entropy and cultivate a team that embraces change and collaboration.
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Show Notes:
Entrepreneurs get their feedback from the marketplace, but your internal leaders may not get the same level of direct input, requiring intentional direction from you.
Great entrepreneurial leaders embrace The 4 C’s Formula®—Commitment, Courage, Capability, and Confidence—and continually repeat the cycle of growth.
It’s the responsibility of those in leadership positions to ensure their team leaders are continually growing, stretching, and expanding their areas of Unique Ability®.
Without guardrails and feedback, even the best leaders can go off course, which makes structured communication and open dialogue key.
While corporations tend to have established growth paths and feedback mechanisms, entrepreneurial companies often demand team members take a more proactive, self-directed approach.
Entropy, or the gradual decline into disorder, can take over if there’s no conscious effort to maintain uniqueness and encourage growth in your organization.
Resisting change is a warning sign of stagnation. Encourage your team to challenge the phrase, “We’ve always done it this way.”
Prioritize leading people over simply managing them; let technology handle inputs while you focus on providing direction and leadership to your team.
Create psychological safety for your leaders by encouraging open and honest communication so they feel comfortable sharing feedback and voicing concerns.
It’s also important that your leaders receive feedback not only from you, but also from their teams, so you can build a broader culture of trust.
If you want to cultivate Unique Ability® Teamwork, you have to put effort and energy into making it happen—encourage collaboration and welcome new ideas and input regardless of job descriptions.
Resources:
Unique Ability®
The 4 C’s Formula by Dan Sullivan
The Blind Watchmaker: Why the Evidence of Evolution Reveals a Universe Without Design by Richard Dawkins
EOS®

Feb 27, 2025 • 15min
The Freedom To Be Yourself Is A Strategic Advantage
Do you get the impression there are people on your team trying hard to prove themselves? In this podcast episode, teamwork specialist Shannon Waller discusses the critical importance of self-awareness and the freedom to be oneself within a team environment. Understanding your strengths and embracing your true self is not just for personal benefit; it serves as a strategic advantage for entrepreneurial teams.
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Show Notes:
The Problem With Proving Oneself
The idea of proving oneself seems positive, showing hard work and ambition, but it can often lead to focusing narrowly on self-evaluation instead of collaboration.
The self-focus can lead to “head trash” where people measure themselves against the ideal and end up in “The Gap,” where they’re constantly frustrated that they aren’t further ahead than where they are.
The Value Of Self-Awareness
Knowing one’s strengths and weaknesses is essential for effective teamwork.
This self-awareness allows greater appreciation for others’ complementary strengths, which can be combined to more efficiently complete collective goals.
Knowing your own weaknesses helps you stay away from committing to roles on projects you’re not best suited for, thereby preventing bottlenecks.
When people know what their strengths are, they’re free to be more creative within those areas.
Growing Great Leadership
In Dan Sullivan’s newest Ambition Series book, Growing Great Leadership, he explains how being a great leader includes demonstrating your own growth using The 4 C’s Formula®.
The 4 C’s Formula: Commitment to a scary new project means having to experience courage to try something new with many unknowns in order to gain new capabilities that give you greater confidence to tackle the next big commitment, renewing the cycle.
For a company to expand, each person, each team, and each capability needs to be constantly getting better through 4 C’s growth.
Profiles To Help You Know Yourself
Kolbe: How you take action.
PRINT®: Your motivations.
CliftonStrengths®: Your strengths and non-strengths.
DISC: Your personality and behavioral style.
Working Genius®: Where you thrive on team projects.
Growth Over Perfectionism
Perfectionists won’t try something unless they know they can nail it the first time.
Entrepreneurial companies need growth-minded people who are willing to take risks, try, and learn from both success and failure.
Strategic Advantage
“Success is the freedom to be yourself.” —Kathy Kolbe
People who have the freedom to be themselves are open-minded, curious about other people, trustworthy, collaborative, productive, creative, and successful.
When people don’t have to focus inwardly, trying to prove themselves, they’re free to be more strategic and focused on the best end results.
Resources:
The Gap And The Gain by Dan Sullivan with Dr. Benjamin Hardy
Growing Great Leadership by Dan Sullivan (coming soon)
The 4 C’s Formula by Dan Sullivan
Kolbe (Kolbe.com)
PRINT
CliftonStrengths
DISC: Personality Insights
Working Genius
Unique Ability®

Feb 13, 2025 • 51min
Finding Your Right-Hand: The Essential Guide To Number Two Leaders, with Alec Broadfoot
Do you understand the transformative power of hiring the right number two leader? In this episode, Shannon Waller and Alec Broadfoot discuss the essential qualities of an effective second-in-command and the critical role of a structured interview process in identifying top talent. Learn how assessments and strategic questioning can improve your hiring strategy and drive lasting success.
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Show Notes:
Understanding the role of a number two leader is crucial for entrepreneurial success.
Hiring the right second-in-command can significantly improve your business operations.
Most entrepreneurs face people problems, not process problems.
A number two leader should oversee daily operations, freeing up visionaries to focus on their areas of Unique Ability®.
The right number two leader will thrive on the challenges that visionaries find tedious.
Letting go of certain responsibilities can lead to increased joy and energy for visionary leaders, ultimately driving profit.
The Talent Impact Profile™ (TIP) is a valuable tool for identifying the right characteristics in a number two leader.
Building a strong partnership with your number two can transform both your business and personal life.
A structured interview process is essential for identifying the right number two leader.
Common mistakes in interviewing include relying solely on “gut” feelings instead of data-driven insights and ignoring cultural fit. Candidates need to align with your company’s values.
The best time to fire a poor performer is during the interview process.
The average interview predicts success about 14% of the time, but using an assessment tool can raise your success rate to upwards of 52%.
Once they’re hired, it’s crucial to provide the new leader with ongoing support and clear expectations to ensure they can thrive in their role.
Characteristics of a successful second-in-command:
Strategic thinking: The ability to think critically and plan effectively.
Planning and organization skills: A knack for creating and implementing processes.
People orientation: A focus on developing and nurturing team members.
Coaching ability: Enjoyment in holding others accountable and managing performance.
Strong communication skills: The capacity to convey information clearly and effectively.
Right fit: Compatibility with your company culture and values.
Resources:
Vision Spark
Hiring Your Right #2 Leader by Alec Broadfoot
Delegate Solutions
How The Best Get Better® by Dan Sullivan
Unique Ability®
Talent Impact Profile™
Kolbe A™ Index
The Team Success Handbook by Shannon Waller

Jan 30, 2025 • 11min
Be Partners: A New Standard For Teamwork
Discover the transformative power of partnerships in teamwork, as unique abilities take center stage. Learn how to create a dream team by collaborating with individuals who excel in different areas, enhancing creativity, execution, and sustainability. Shannon emphasizes the importance of self-awareness and confidence in identifying what you love and do best. Overcome imposter syndrome and embrace your strengths to foster great partnerships, leading to exceptional results and a thriving work environment.

Jan 16, 2025 • 20min
The Power Of Documenting And Communicating Your Processes
Are your business processes slowing you down? In this episode, Shannon Waller reveals how to revamp and revitalize your workflows for better results. Learn the importance of documenting processes, assigning the right people to tasks, and setting clear expectations, and discover how small changes can lead to big improvements in efficiency and motivation.
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Show Notes:
The Importance Of Documenting Processes
Document and communicate processes clearly to eliminate bottlenecks and misunderstandings.
Regularly review and update processes to adapt to changes in technology, market, or team composition.
Tools And Visualization
Use a simple flowchart to visualize and optimize workflows.
Think of processes as a relay race, focusing on smooth handoffs between team members.
Process Improvement Strategies
Identify areas where processes are creating friction or frustration, and prioritize these for improvement.
Aim to make processes faster, easier, cheaper, and with a bigger impact through collaborative problem solving.
Be open to completely overhauling a process if it’s not delivering results or if team members are disengaged.
Team Alignment And Roles
Ensure the right people are in the right roles for each step of your processes, aligning with their Unique Ability®.
Be specific about timing expectations for each process step to maintain momentum and avoid delays.
Communication And Expectations
Clearly articulate expectations, including deliverables, quality standards, and deadlines.
Document successful processes and make them accessible to the team for future reference and training.
Real-World Application
Example: Shortening a 12-week process to three weeks by involving new team members and incorporating new technology.
Focus on creating win-win situations where team members enjoy their roles and processes are optimized.
Resources:
Unique Ability®
Kolbe A™ Index
Process Street
Process Suite
Leverage
Process! How Discipline And Consistency Will Set You And Your Business Free by Mike Paton and Lisa González
Playbook Builder

Dec 19, 2024 • 22min
The Hidden Cost Of Guilt In Leadership: How To Break Free And Thrive
Do you take the time to acknowledge your team’s contributions, or do you overlook their strengths? In this episode, Shannon Waller explores the transformative power of genuine praise in the workplace. Discover how effective recognition can improve team morale, fuel innovation, and drive overall success in your business.
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Show Notes:
Is guilt a necessary emotion, or is it just a societal construct that holds us back?
Entrepreneurs can get overwhelmed because they hold on to tasks they feel guilty about delegating.
Take notice of people who are isolating themselves: are they feeling remorse, regret, or shame?
Excessive or misplaced guilt leads to negative self-perception and stress without resulting in constructive change.
Is misplaced guilt preventing you from taking positive action and making progress?
To avoid situations that will lead to guilty feelings, stay away from commitments where you cannot easily deliver on what’s needed—in other words, stay within areas of your Unique Ability® and strengths.
Learning about herself through her Kolbe, PRINT®, and CliftonStrengths® profiles has directed Shannon toward areas that result in more productivity, more profitability, and creating more value.
Common triggers include failing to meet personal or professional expectations and neglecting personal well-being in favor of work commitments.
Cultural and societal factors contribute significantly to feelings of guilt, often rooted in childhood experiences.
Strategies To Overcome Or Avoid Guilt:
Reframe Your Mindset
Question your beliefs about guilt: Is it really true that you’re failing if you don’t respond immediately? Does what you’re feeling match the urgency of the situation?
Set Clear Boundaries
Establishing boundaries between work and personal life is crucial for maintaining mental health.
Free Days™ are essential for rejuvenation; without them, we risk burnout by constantly checking that nothing slips by at work.
Communicate Expectations
Clearly communicate your expectations with team members regarding response times to avoid causing unnecessary guilt.
Also be clear with your clients about not being available 24/7.
Have Confidence To Say No
When opportunities don’t align with your priorities, it’s okay to say no graciously.
Be Compassionate With Yourself
If you’re not making mistakes, you’re not taking risks and, therefore, not growing.
If you own a mistake, forgive yourself and ask forgiveness of others, then take steps to ensure you don’t make the same mistake again. You’re not failing; you’re learning.
Build A Supportive Network
Shame isolates people. A support network helps people grow.
Instead of criticizing the person, look to what the behavior was that didn’t work and solutions for improvement.
Let Go Of Control
You can be in charge, providing energy and electricity, but you don’t need to be in control of everything.
Great leaders aren’t perfect; they’re honest, provide direction, and don’t make people feel guilty when they’re not perfect.
Encourage the team to play offense, not defense so they won’t be made to feel shame, regret, and remorse.
Shannon’s recipe for no guilt: center yourself doing your best work with your best audience.
Resources:
Kolbe
PRINT
CliftonStrengths

15 snips
Dec 5, 2024 • 23min
The Value Of Praise: How Acknowledgment Fuels Success
Explore the transformative power of genuine praise in the workplace. Discover how authentic acknowledgment boosts team morale and fuels innovation. Learn the importance of timely recognition and understanding individual preferences for receiving praise. Specific feedback reinforces teamwork, while acknowledging unique strengths enhances confidence. Emphasizing effort behind achievements creates a positive environment, driving overall success in business.

7 snips
Nov 21, 2024 • 9min
Why “Busy” Is A Useless Word
The term 'busy' often acts as a conversational stop sign, offering no real clarity while masking our priorities. It’s frequently a cover for feeling overwhelmed, rather than a true indicator of productivity. Society pressures us to flaunt busyness, but real transformation comes from meaningful engagements. By shifting away from this common excuse, we can embrace honesty in our commitments and open up for more productive discussions about what truly matters in our lives.
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