Matthew Fenton: Founder and President of Three Deuce Branding

Bio: Matthew Fenton is the founder and president of Three Deuce Branding, a consultancy that helps brands and businesses make the most of the hand they're dealt. Since 1997, Three Deuce has consulted with and trained over 100 companies, helping them to define clear visions and create bold strategic ideas. Matthew authors "That Branding Thing," a column that appears monthly in the Cincinnati Business Courier. His blog, also called "That Branding Thing," can be viewed at http://www.thatbrandingthing.com/. Cincinnati magazine chose Matthew as a member of Cincinnati’s “Creative Class,” and the Business Courier named him to the 2003 Class of “Forty Under 40.” Matthew's other passions include soccer, travel, music, and reading most everything he can get his hands on. He is an avid poker player and has competed in the World Series of Poker.

FCL: How would you define a leader?
Matthew: A leader is someone with a vision for a better tomorrow, and the ability to convince at least one person to help make that vision a reality.

FCL: Who are your biggest influences as a leader?
Matthew: I'm most influenced by people who have touched my life in some way. Many, many people have given me examples to follow; these would include my parents, my friends, and certain clients, teachers, professors and bosses.

FCL: What gives you the greatest joy in being a leader?
Matthew: Helping others grow, and thereby growing myself.

FCL: What is your biggest pet peeve as a leader?
Matthew: That some people would rather impede progress than create something positive.

FCL: What is your biggest challenge as a leader?
Matthew: Time, which is ultimately a matter of prioritization. Sometimes I struggle with the fact that I can't do everything I'd like to do. I have to choose, so I need to choose wisely.

FCL: Who has impacted you the most in your life as a leader?
Matthew: My parents, without question. My father was a welder and my mother was not working when they had four children between 1966 and 1972. By the time I was 12, my father had risen to the director level at a regional utility company. Somehow, they saved enough money to put all four of us through college, a pledge which I will pass down to my children. From them, I learned that there's no substitute for a good work ethic, and that what matters is not what you own but who you are.

I also remember my parents telling me at a very early age (and many times since) that it didn't matter to them if I grew up to be a garbage collector, as long as I was the best garbage collector I knew how to be. That pointed out to me the importance of both personal responsibility and integrity.

FCL: What are your favorite books and what are you currently reading?
Matthew: Great question! We all need to read more. The most significant book I've read is "Man's Search for Meaning," by Viktor Frankl, which details Frankl's experiences in the Nazi death camps, and his subsequent development of logotherapy, the third Viennese school of psychotherapy. This book came to me at a time I was going through some significant personal change. That was 12 years ago; I've read it at least once a year since then, and have probably given 10 copies away to friends. Frankl: "Everything can be taken from a man but one thing: the last of the human freedoms—to choose one's attitude in any given set of circumstances, to choose one's own way."

Otherwise, I usually have at least two books open. Today, they are Sidney Poitier's "The Measure of a Man," and "One of a Kind," by Nolan Dalla, a biography of Stu Ungar, who many believe to be the best gin and tournament poker player that ever lived. His is a cautionary tale. Had you asked another day, it might have been some combination of fiction, humor (Steve Martin and James Thurber are favorites), philosophy, biography, history, branding and business books, and poker texts.

FCL: What is your vision for business and community leadership in Cincinnati?
Matthew: I think the lack of a vision for this city has been the #1 failure of our leadership for the two decades I've lived here. There's no cohesion, no consistency. My hope is that a leader will emerge who can articulate a vision – as well as inspire and unite this city's people and marshal our considerable resources.

FCL: Where do you see yourself five years from today?
Matthew: Some people find this surprising, but I've never had any kind of "five-year plan" for myself. That's not to say I don't have some pretty concrete goals for my business and personal life. But I've always trusted my gut when at a crossroads, and it's served me pretty well. Today, I'm inspired by my work and those around me and I intend for that to be the case in five years.

Closing remarks (from Herman): Absolutely phenomenal, Matthew! I like what your parents said to you: ..."that it didn't matter to them if (you) grew up to be a garbage collector, as long as (you were) the best garbage collector (you) knew how to be". My dad used to tell me, "If you are going to dig trenches, get into that ditch and do an excellent job so that your dirty and dusty handiwork will be recognized as the masterpiece of a genius... Love your work... Never ever perform for the accolades of other men but commit to unleashing your personal potential". I want to pass the same heritage and legacy to my family. I'm currently reading a wonderful book by Mark Sanborn titled, The Fred Factor. In this little book filled with marvelous leadership nuggets, Mark outlines four principles that can enable us to bring our very best to the table - every day. The four principles are 1. Everyone makes a difference. 2. Everything is built on relationships. 3. You must continually create value for others. 4. You can reinvent yourself regularly. Abraham Lincoln said, "Whatever you are, be a good one". As Tom Peters would say, let's continue to pursue the Wow! Thanks Matthew for taking the time for a great interview.

Jennifer Goodin: Executive Director, Ronald McDonald House Charities of Greater Cincinnati

Jennifer Goodin
Bio: Jennifer has been Executive Director of Ronald McDonald House Charities of Greater Cincinnati – a “home away from home” for families with hospitalized children – for the past nine years. In 2006, Ronald McDonald House received the Non-Profit of the Year award from the Cincinnati USA Regional Chamber as well as the Torch Award from the Better Business Bureau. Jennifer has also served as Grants Manager at Welcome House and Administration and Development Director at First Step Home. During her 14 years in not-for-profit administration, she has helped to raise over $30 million.
Jennifer is a volunteer with Josh Cares, the Wyoming Junior Women’s Club and with ProKids, where she is a Court Appointed Special Advocate (CASA) working with abused and neglected children. Jennifer attended Miami University and earned Master’s degrees in journalism and health education from The Ohio State University. She is a member of Leadership Cincinnati Class XXX. She and her husband, Steve, both former Peace Corps volunteers, have two young daughters, Hadley and Beatrice.

FCL: How would you define a leader?
Jennifer: Leaders are people with a clear vision for the future who involve the right people, share their passion, help shape the work ahead, answer questions along the way, and recognize and appreciate everyone’s contributions.

FCL: Who are your biggest influences as a leader?
Jennifer: I’m lucky to benefit from the ideas and support of some wonderful peers – including Tracy Cook from ProKids, Ron Hitzler from Shriner’s Hospital and my fellow executive directors from other Ronald McDonald Houses in the Midwest. I am also influenced by the leaders at our partner in care, Cincinnati Children’s. Their leadership staff is incredibly talented, driven and passionate about their work.

FCL: What gives you the greatest joy in being a leader?
Jennifer: My greatest joy is that each member of our team loves coming to work each day, as we all have a shared appreciation of working together for the greater good. There’s nothing more rewarding than loving your job, knowing it makes a difference and enjoying your colleagues.

FCL: What is your biggest pet peeve as a leader?
Jennifer: Without a doubt, it’s poor writing skills and not making sure one’s work is perfect before sending it out. I think every piece of communication we send – even emails – reflects our mission and our professionalism. As a former copy editor, nothing drives me crazier than seeing “it’s” when it should be “its” or “there” when it should be “their.” My other pet peeve is weak handshakes.

FCL: What is your biggest challenge as a leader?
Jennifer: It’s finding enough time in the day to get to everything. Before I had kids I used to work more hours, but now the work/life balance is more important to me. I try to prioritize daily and realize I’ll never even come close to crossing out everything on my to-do list.

FCL: Who has impacted you the most in your life as a leader?
Jennifer: My husband, Steve. He’s a great sounding board and problem solver. I also admire how he can address any conflict immediately and directly. I tend to be conflict-averse, but he helps me to realize how conflict can be productive.

FCL: What are your favorite books and what are you currently reading?
Jennifer: Right now I’m reading “About Alice” by Calvin Trillin, a writer for The New Yorker. It’s a short, loving memoir of his wife. Since time constraints make it hard for me to devour long novels, my favorite books are the ones I read with my daughters at bedtime – “Goodnight Moon,” “I Lost My Bear” and “Love You Forever” are a few of our favorites.

FCL: What is your vision for business and community leadership in Cincinnati?
Jennifer: My hope is that we continue to work together to help those less fortunate, question what doesn’t feel right and appreciate the joys of our city. I also think that if you’re going to gripe about a problem, you should be willing to do your part to help address it.

FCL: Where do you see yourself five years from today?
Jennifer: I can see myself still leading Ronald McDonald House, but hopefully also doing more writing on the side and taking more frequent vacations!

Closing remarks (from Herman): Wow! There are lots of superb nuggets in this interview. Lots of leaders experience a variety of challenges in work/life balance, particularly prioritizing activities. As an Economics student in college I learnt about an Italian economist, Vilfredo Pareto, who observed that 80% of income in Italy went to 20% of the population. His observation has now been applied to productivity by many management thinkers, who say that 80% of our productivity comes from 20% of our activities. Leaders, therefore, should focus on the 20% that brings in the most reward. In other words, we should do more of the right things. To assist us in doing this many of us create to-do lists. But I think we also need stop-doing lists. To-do lists allow us to pursue that which we desire. Stop-doing lists allow us to cut-out activities that are unproductive. Thanks Jennifer. I'm rooting for you to do more writing and take more vacations over the next five years.

Vince Costello: Director of International Services Cincinnati Area Chapter American Red Cross

Bio: Vince Costello has 34 years of tracing experience and is an expert in family reunification. He has served as a disaster welfare inquiry officer (DWI) on numerous national disasters, including five hurricanes, four floods and the Oakland Hills, Ca. Fire in 1991. As a DWI officer, Costello is responsible for locating and determining the health and welfare of immediate family members affected by a disaster. Costello began his career with the American Red Cross as a volunteer in college. He progressed steadily, serving as a casework specialist, casework supervisor and director of Social Services, a position he held for 13 years. His passion for International Services led to his appointment as Director of International Services in 1999. The position and the department were created in 1999 after he returned from Kosovo/Macedonia where he served with the International Committee of the Red Cross (ICRC) as a Tracing delegate in the Albanian, Serbian, and Roma refugee camps.

FCL: How would you define a leader?
Vince: A leader is a person that inspires others to do the best they can, is respectful of people’s values, makes the hard decisions, and accepts responsibility for the results.

FCL: Who are your biggest influences as a leader?
Vince: When I think of those who have had influence on me I think of those who have enabled me to be who I am today. I would have never accomplished what I have without the help, guidance, encouragement, and patience of people who have been a part of my life. That includes those who have taken an interest in me as a person, accepted who I was in spite of my short comings, and believed in me at times when I didn’t believe in me. I could not name them all for fear of leaving someone out. I will tell you that no one becomes a leader without the help of others in their lives.

FCL: What gives you the greatest joy in being a leader?
Vince: Seeing the effect I have made on those that I have worked with. It may sound corny, but seeing how people have benefited from what you have shared with them is really valuable to what I do. I had people in my life that made a difference in how I came to be what I am today and I hope I can be thought of in that way because of what I may have done for others that I have had contact with during my career.

FCL: What is your biggest pet peeve as a leader?
Vince: People who do not take responsibility for their behavior really irritate me. We all make mistakes every day. I make a least a dozen before noon each day. We learn by our mistakes and grow. People need to take risks and when they do they make mistakes, grow and learn form their mistakes. It took me a long time to realize that myself, and I guess now that I realize how it prevented me from growing I hate to see others make that same mistake.

FCL: What is your biggest challenge as a leader?
Vince: I view a leader as a person that empowers others around them to do the best they can. I don’t have all the answers and never will. I want those that have ideas to express them and bring them to the table. In the past I have seen people complain about what they don’t like about a situation, but will not make any move to change it. Then there are those that want you to give them the answers. I may have my answer but it is just that my answer. People need to find their own answer and put it out, whether good, bad or indifferent. Getting people to take ownership of their environment and their lives is so important. Giving me a solid plan that you believe in is better than me suggesting a plan that I have come up.

FCL: Who has impacted you the most in your life as a leader?
Vince: There have been many people who have impacted my life at different times and it would be unfair for me to single out just one as different people impacted me in important ways through different stages in my life. I would not be doing what I do today and have accomplished what I have without the help of a few very devoted people who I would consider leaders and who were a major part of my life as a very young child. At six months old my parents were told I had Cerebral Palsy on my entire left side which affects my motor and speech skills. My parents were also told I might not ever walk or talk. Because of the devotion of the staff at the Cerebral Center in Bergen County New Jersey who worked with me five days a week until I started school and later I never saw myself as being different or unable to do anything a “normal” person could do. They encouraged me every day to do my best and I would have never been able to believe in myself the way they did if it had not been for them. They enabled me believe in myself which helped me later to accomplish much in my life. Walking and talking are far from a problem for me today.

FCL: What are your favorite books and what are you currently reading?
Vince: Over the years my interest in reading has varied, but from a fictional perspective I have always had a fondness for those authors that can keep me guessing as to where the story line is going and how it will be brought to a final conclusion. In that vein I am currently reading a fictional work that captures the plight of a young person that has gone missing. At the same time in a non- fictional perspective I cannot resist the books that deal with humanity of people and what we as citizens of the world can do to make improvements to their plight. Saying that I am also reading “The Poor Always Pay Back”, The Grameen II Story which shows how small loans to the poorest people in the world can help reduce poverty, bring a sense of confidence to people and change to their plight in the world.

FCL: What is your vision for business and community leadership in Cincinnati?
Vince: I would hope the business and community leaders of Cincinnati can come together as a vital force and transform our metropolitan area into a recognized international community. We have numerous ethic groups and international representatives living in our community that if brought together in a planned way could put Cincinnati on the map and create a culture of true diversity.

FCL: Where do you see yourself five years from today?
Vince: My hope and vision in five years is that I am actively involved in a humanitarian organization either locally or overseas learning and doing what I can to assist the vulnerable people in the world. I realize that may sound quite outlandish, but having worked for the American Red Cross for 34 years I cannot imagine doing something much different than what I am doing now. As a teenager someone suggested that if I wanted to see the world I should join the military. Instead I joined the Red Cross/Red Crescent Movement, saw the world and never needed to carry a gun. I have gone into places around the world where people were leaving because of war or disaster and made life long friends with people of all walks of life, varied races, ethnic and political backgrounds. With all that in mind I have had the opportunity to truly grow as a person and would like to view myself as a citizen of the world if there is such a term.

Closing remarks (from Herman): This is magnificent Vince! Your work is making a tremendous difference and your leadership is touching so many families and lives! Your answers to the interview questions brought to mind a leadership talk I had given to a group of youth a few months ago. I'd like to reproduce a very shortened version of it here because ittouches on different aspects of your interview. Leadership is in great demand… and not just leadership but great leadership. People are looking for examples that can be followed and consistency in leaders that can be trusted. People are looking for substance in leadership. In order to become the great leaders we could be, I think there are three essential requirements that we must embody:
1. Strive to Be Excellent: Striving toward excellence is the number one pursuit of great leaders. The leader is a leader becomes he or she does things better than most people. Nothing qualifies better more than excellence. Committing yourself to becoming everything you are capable of becoming and you will be a great leader.
2. Look for Ways to Help: Leaders motivate themselves and others by continually looking for ways to help others to improve their lives and achieve their goals. Leaders have a passion for seeing others succeed. They therefore empower those aroudn them with ideas, tools, strategies and key things required to be successful in life. They think beyond themselves to others and how they can help them become successful in life.
3. Model Character and Credibility: The greatest need in leadership today is character and credility. You become a great leader by becoming the kind of person others want to get behind and support in every way. People want to follow believable leaders. They want to see authenticity and crebility in their leaders. They want leaders who will take the high ground and be examples worth emulating. A solid character will make you a great leader.

Thanks Vince! I wish you the very best as you continue to touch the lives of so many people.

Chris Downie - Founder/CEO of SparkPeople

Chris Downie

Bio: Chris is the Founder/CEO of SparkPeople.com, one of the largest health and goal setting related websites in the world. Prior to SparkPeople, Chris was one of two original co-founders of Up4Sale.com, an online auction site that was acquired by eBay in 1998 for approximately $100 million. Chris started his career with Procter & Gamble. He now spends much of his time in the SparkPeople Silicon Valley office with his wife and two sons. In his spare time, he loves playing tennis and helping other people reach goals.

Opening Remarks (from Chris): First, here’s a note about my perspective. I’ll answer as an entrepreneur currently building one of the world’s largest health-related websites (with my great team) and also a father of two young boys. So, life is a little crazy now.

FCL: How would you define a leader?
Chris: "I’d define a leader as someone who is able to develop a worthwhile vision, convince others to believe in the vision, develop good strategies for implementing the vision, and then execute like mad to reach success. Different leaders are better at each of these areas. Good leaders recognize their strengths and put themselves in position to use those strengths while surrounding themselves with a team great at other areas."

FCL: Who are your biggest influences as a leader?
Chris: "Entrepreneurs who build something from nothing but a spark in their head inspire me. eBay Founders Pierre Omidyar and Jeff Skoll are role models because they are using their success from eBay to become a new breed of philanthropists. I consider SparkPeople to be an example of “for-profit social entrepreneurship” similar to what they are doing.

In the corporate world, I worked at Procter & Gamble when John Pepper became CEO and will never forget the standing ovation he received from over 10,000 people."

FCL: What gives you the greatest joy in being a leader?
Chris: "At SparkPeople, every day people tell me our website has changed their life. It’s a humbling position to be in. For example, a member who has lost 30 pounds on our site said, “This website has permanently improved my entire life.” To see the original leadership vision come alive with the help of an amazing small team in Cincinnati is a great joy!"

FCL: What is your biggest pet peeve as a leader?
Chris: "I always want things to happen faster."

FCL: What is your biggest challenge as a leader?
Chris: "I still have a touch of anxiety from childhood, so some aspects of leadership still cause me a lot of stress. So, I do many things like consistent exercise to combat this."

FCL: Who has impacted you the most in your life as a leader?
Chris: "I’d have to say the members of SparkPeople. Seeing how much a website can truly change someone’s life impacts me every day."

FCL: What are your favorite books and what are you currently reading?
Chris: "With this company in hyper-growth mode and being the father of two young boys, I don’t get to read much lately. I do read Fortune magazine regularly while riding the exercise bike. A book that has had a great deal of influence on me is Viktor Frankl’s 'Man’s Search for Meaning'."

FCL: What is your vision for business and community leadership in Cincinnati?
Chris: "I would love to see Cincinnati reach its potential as a city by maximizing the talents of its great people."

FCL: Where do you see yourself five years from today?
Chris: "Wow! This is a hard one. In the internet world, we think in terms of every 3 months so it’s harder to look out that far. But, I’d say my 5-year goals would be:
1. To be a great Dad to my two boys and a good husband
2. I’d like to be the Chairman of the Board of a standalone SparkPeople – a company helping millions of people
3. Enjoying life by continuing to challenge myself to reach many types of goals
4. Sparking other people to maximize their potential and reach goals!"

Closing remarks (from Herman): Chris, this is magnificent stuff. It's true... having a worthwhile vision and developing a team are key components of great leadership. Congratulations on SparkPeople being voted best health site by Business Week's 2006 "Best of the Web". It's great to know a leader whose number one goal is to be a great dad and a good husband. Thanks for modeling first class leadership."