Living in the Grey, with Dave Mortensen | (Fitness, Leadership, Franchising, Partnerships)
episodePreviously titled “Living in the Grey, with Dave Mortensen (Fitness, Leadership, Franchising, Partnerships)” — renamed by the publisher on Aug 2, 2026
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What does Dave Mortensen mean by creating win-win scenarios?
It is impossible to create a win, win, win, win, win scenario. What you don't want to create is a win, lose, lose, win, win, lose scenario. So I care more about creating some wins through the organization, but making sure we don't create losses while we do it. If you can create neutral to winning strategies for all of your stakeholders, guess what? The value will get spread across your organization.
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In this episode, we continue our conversation with Dave Mortensen, the president and co-founder of Self-Esteem Brands, now Purpose Brands, including fitness brands like Anytime Fitness, Orange Theory, The Bar Method, and others. Weird question. You know, you have companies that are focused on, they'll say we're consumer focused, right? We're focused on the consumer. And you have some organizations that might say we're focused on our team. And you can be focused on both. But Dave, if you were like said, hey, we actually, we're part of this culture where we focus on our team first and through that, the customer, or we focus on the customer and do everything we can. I mean, how would you explain that relationship?
It's funny. You either you're a team or you're a customer or you're or you're a product. Right. A lot of people get enamored with their product. And that can be a gap, too, because we're so enamored with what we have or what we deliver. We forget about some of the components we obsess about stakeholder value, though, and stakeholder value. changes year over year over year in fact strategy has to be aligned to your stakeholder value and it's one of the biggest misses businesses will do because we get really excited about an idea we have that we think is going to deliver somewhere so an example would be let's say we have a new customer journey a new product we want to deliver to our customer and And our customers love it.
How does stakeholder value impact business strategy?
They love it. It is like the best thing they've seen yet. Now the but is, the but is to deliver it, it's harder for our operations people to deliver the product and there's no gain for them. So their stakeholder value comes in. How well do you think we're going to deliver it? Even if our customers love the product and everything, but I have no value to it and it takes me a lot more work to deliver something and I see no gain by doing it. Guess what? Our franchisees aren't going to be attracted to that. So when we build something out, we build out what's called a stakeholder map. There's no perfection, right? The stakeholder map, you put down a stakeholder map of every stakeholder in the business, and then you take your strategic priorities, your key things, and you go, how does this impact every stakeholder?
And stakeholders can be your staff. It can be you as the investors. It needs to be our franchisees. It needs to be their staff. It needs to be our customers. It needs to be our vendors, which we like to call partners. Think of all those stakeholders and you look at the impact points. Now, it is impossible to create a win, win, win, win, win scenario. What you don't want to create is a win-lose-lose, win-win-lose scenario. So I care more about creating some wins through the organization, but making sure we don't create losses while we do it. So you can balance that strategy and redefine it to strengthen it so every stakeholder is either neutral or winning in the scenarios.
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Chapters
5 chapters
1
What does Dave Mortensen mean by creating win-win scenarios?
0:00–2:44
2
How does stakeholder value impact business strategy?
2:44–6:16
3
What is the significance of the 80/20 rule in decision-making?
6:16–11:33
4
How does perfection hinder business growth according to Dave?
11:33–15:36
5
What strategies can leaders use to embrace challenges?
15:36–21:41
Speakers
3 identifiedMore from The Action Catalyst
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