Peter Montoya: Becoming a Transformational Leader For a Better Future

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What is transformational leadership and why does it matter to your business today? Find out with expert Peter Montoya who has been an entrepreneur for over 30 years, a best-selling author and keynote speaker.

Most Speakers who teach have not done it for themselves…and most Entrepreneurs don’t know how to speak… Peter is the rare exception.

He’s a thought-leader who has also accomplished big things. Peter bootstrapped his successful software company from an idea in 2008 to a multi-million dollar exit in 2018… without capital, investors or partners.

Peter knows how to inspire people by tapping into their unique purposes. Peter is a truly fascinating and multi-faceted guy, with decades of experience in speaking to audiences about his business knowledge, inspirational journey, and human behavioral insight. Though Peter struggled through school with undiagnosed ADHD, he was admitted to and graduated from the University of California Irvine in Political Science. Post-college he became a traveling speaker and salesman, chalking up over 3000 presentations and living in over 22 major cities.

Peter went on to found a successful advertising agency and software platform, dedicated to financial service professionals. He quickly became the industry guru, writing numerous books, including one of his best selling works “The Brand Called You”, “The Personal Branding Phenomenon” and his newest book “Leadership Power”.

He now pursues his passion for humanity and the planet – he sincerely believes that all people and organizations have a special role in perpetuating the survival of our species, our civilization and our planet. He speaks thoughtfully and passionately about the need for Transformational Leadership in today’s world.

Learn more about Peter and his work at > https://www.petermontoya.com

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Transcription of Interview

(Transcribed by Otter.ai, there may be errors)

Adam G. Force 00:11

Hey, what’s going on everybody? Welcome back to the Change Creator podcast show. This is your host, Adam force. I hope that you’re doing amazing. And if you missed last week’s episode, you might want to go back and check that out. We spoke with rod Yap. He’s got a ton of great experience, and we cover off on high performance leadership. Now leadership has been a very big topic. I mean, today we are talking about how businesses evolution, how businesses evolution, how business is evolving, and what kind of leadership is evolving with it, right? How do we lean into leadership for today’s world? And what does that look like? And it’s really important because great leaders create trust, they inspire people, and they do good in the world. And that’s what we’re all about here. So we’re going to be talking to Peter Montoya. Now. Peter Montoya has a lot of experience That we want to learn from. So he’s a leadership strategist. Now. He is a keynote speaker. He’s done a ton of talks over 3000 talks in, I think 20 over 20 major cities. And he’s also a best selling author. So he’s a best selling author for a book called The brand called you the personal branding phenomenon, and his latest book leadership power. Now he started his own company as well. He bootstrapped the software company in 2008. And he had a multi million dollar exit in 2018. So he’s been down the startup road. He’s been traveler, he has been a storyteller. He knows what it takes. And he seen what it takes to be a transformational leader. And that’s what we’re going to touch on is, you know, what is the the what are organizations roles in the future of humanity? What is transformational leadership? And what do you need to know about leaning in to be a great leader for your startup right now, we have some great stuff that has been released on Change Creator calm so before we get into that conversation, I just want to give you a heads Up to a check that out. Just a quick reminder. And guys, you can find our Facebook group, if you go to our website, you can join us on our Facebook group and get involved over there. It’s the profitable digital impact entrepreneur, we’d love to see you over there, we have a little bit more of a tight knit focused conversation around business and startups. So if you have a business idea, or you already have a business, that might be a great place for you to get into that community. One other thing I want to mention is if you are a Shopify user, we recently did a review on a company called Shogun. And the so Shogun offers so much flexibility. They are a page builder for Shopify. So I know Shopify has some like limitations around how the functionality and the analytics, so they not only give you deep analytics, but they give you the ability to really customize every page the way you want on Shopify, so you can increase conversions and do different types of testing and all that good marketing stuff. Go to change. calm. So if you have a Shopify store, search for Shogun, you’ll find our full review, I think you’ll really like it. We were We were pretty blown away by the software and the capabilities, one of our writers had a chance to really dig into it and get like an account to explore it. And they did the review based on that really cool stuff. So I just wanted to throw it out there, I think you can benefit from it, and help drive your business forward. So without further ado, guys, we’re gonna jump into this conversation with Peter and really dive in deeper into the leadership role. Hey, Peter, welcome to the Change Creator podcast show how you doing today?

Peter Montoya 03:38

I’m doing phenomenal. I’m so excited to be here.

Adam G. Force 03:42

Yeah, I appreciate you taking the time. I know you’re a busy guy and yet lots of stuff going on. But I think you do have a lot of great experience to share. So we’re gonna dig into that over the next 20 to 30 minutes and see where it goes. So I always like to just kick it off. Just tell us like what’s going on in your world today. what’s the latest? What’s the greatest? I’m going through another pivot.

Peter Montoya 04:03

So I have been an entrepreneur for 30 years. And as an entrepreneur, you kind of when you start your first business, you’d like to think this one business is going to be my lifelong business. That is not the case. So I probably have started and either closed and or folded in or sold 10 businesses, and I’m probably on my 11th incarnation. Now, I’m going back and rebranding myself as a leadership speaker and high performance teams expert. I have been a speaker for the better part of 30 years, but never in the leadership space.

Adam G. Force 04:37

Yeah, and some of the information I got it sounds like you’ve only done about 3000 presentations. Tell me about your first business that you bootstrapped and had a multi million dollar exit. I think we all like to hear about those, those life, lines of business going from start to finish. Got it.

Peter Montoya 04:57

So I’ve only had one more section. than failure in my life, I’ve had, you know, seven businesses that failed and one business that had a really fantastic exit. I started my first business as an advertising agency back in 1998. I was 29 years old, I thought I knew at all. I was an advertising agency specializing in financial service professionals. And I did that for about 10 years, I became the go to guy. If you were a financial advisor, and you wanted to help marketing or branding yourself, and then I evolved that business in 2007 or so.

Adam G. Force 05:33

Pretty cool. Pretty cool. Now, I guess so once you sold that one, why did you decide to exit and what did you do next?

Peter Montoya 05:42

Well, that business, which was the advertising agency, I basically kind of collapsed it and then started a software business. So the advertising agency was a model where I only ate what I killed every single month. Yeah, and every single month I had to generate between 200 and $400,000 a month in sales, which I was doing myself Using using stages so you know, speaking in front of audiences and selling audiences on our advertising services, and I realized I was really sick and tired of being on a hamster wheel. Yeah, constantly having to eat what I kill. And I wanted a recurring revenue business. So I started a software company called Marketing Pro, which provided automated marketing content for financial service professionals. And we charged subscriptions of 25 to $75 a month, in between 2008 and 2018. When I sold it, we amassed 11,000 subscribers, and we sold it to a much bigger company. The reason I sold it was it was I had all my equity in the company. I mean, I had no debt, but I also had no assets, except for maybe a couple investment properties, a couple cars. So it was up my whole entire nest egg, and I wasn’t passionate about it anymore. I’m an entrepreneur and so I fall in that kind of quickstart category of where you’re always having new ideas and you want to go in new directions. I kind of built it gotten over the hump and lost the passion for growing the business.

Adam G. Force 07:06

Yeah, yeah, you know, I see that happen a lot. And I guess you got to be willing to kind of let go, what you what was the past and be willing to just kind of move forward with new ideas. And I know as entrepreneurs, it’s pretty common that you’re like, top level big picture thinker and you want to try all kinds of different things that focus can be tough sometimes.

Peter Montoya 07:25

Yeah, exactly. So once the problem is solved once you’ve got a workable model, okay, what’s next?

Adam G. Force 07:31

I, you know, my, my co founder, Amy and I were always saying is, you know, it’s really important to us that our business can run without us, because to your point, you want it to be an asset. And as we have the investor mindset, you really want it to be able to operate without you. And, you know, I think that kind of leads you to certain types of decision making. greed. Yeah. So you’re really getting into the leadership stuff. Tell me a little bit about that focus and what you’re thinking there.

Peter Montoya 07:58

So I still think the world is suffering from a dearth in really good leadership? I think there is collectively a large elephant in the room that we as a society aren’t talking about. So here’s what I mean by that. And here’s the question I’ve got for you, Adam, in 50 years from now, if we went forward to 2070, do you think the world and society will be better than it is right now or worse off than it is right now, based on the trajectory we’re headed on?

Adam G. Force 08:27

I want to say that it’ll be better but the problem is I had to actually think about it. be negative.

Peter Montoya 08:37

So that’s kind of how I am too. So based on our current trajectory, it is going to be worst. While you’re talking about climate change, overpopulation, pollution at the lot loss of biodiversity. We are headed 180 million miles an hour in the wrong direction. As a civilization Yeah, so the most important question the most people Dialogue we should be having right now as a species is how can we work together to solve our collective problems better? And on the other side right now, the large the conversation right now is, is how can I make the other side more wrong than we are? So we get our way that is the conversation we’re having right now in this country. And that is a profound lack of leadership.

Adam G. Force 09:25

What do you think is the barrier here? So I mean, I love that you’re focused on leadership because we do need more heart led leadership, we need people that think holistically about not just their companies and businesses and assets, but actually how they impact people in the environment in the world. And you know, we haven’t done that for a long time, which is why we are where we are. However, I don’t know how familiar you are with things like Cambridge analytic and the power of you know, our technology today and data, and just the disinformation and the the campaigns going on. It’s I mean, I see a huge challenge in getting people, I guess clear on like what’s right and what’s wrong because everybody can find a study or report or something that that supports their own agenda

Peter Montoya 10:14

That’s a really, really great point. So what social media is now doing to our society is the same thing the printing press did to the world about 400 years ago. So when the printing press was first invented, there, all of a sudden you thought, Oh, my gosh, I start spreading information and the world’s become more informed. And actually, what happened was a huge proliferation of conspiracy theories about 400 years ago, and actually led to the Christian crusades where they killed hundreds of thousands, if not millions of people. For about 30 years. It took 30 years to figure out how to publish information that was actually accurate. We’re going through the same kind of tectonic train change, change right now with social media. Yeah. And we are only 10 years into it. We may have 30 more years to go until we figure out the platform’s technology, the policy among those platforms to actually start telling the truth. So we can agree on a common set of facts so we can actually solve problems.

Adam G. Force 11:15

Yeah, I mean, that sounds amazing. And I would love to see that I know, I was listening to somebody talk, and they were like, Listen, fossil fuels are no longer the most valuable currency today. It’s its data. And when she said that, I was like, You know what, I actually don’t think that’s true. I think that today, it’s trust. Because you know, especially from a business mindset, like based on what we’re talking about here with disinformation and poor leadership and personal agendas, you can’t trust anything anymore. So if you can earn someone’s trust, you’re gonna get a lot further.

Peter Montoya 11:47

I like that. Well said.

Adam G. Force 11:48

Oh man. So what kind of steps now have you been taking to kind of pursue a shift in leadership?

Peter Montoya 11:57

You know, the biggest thing is one thing I could impose upon your audience is for them to consider what their moral compass is. And so most people have never even really thought about the definition, their moral compass, and it probably is the most important decision they’ll make in their life. So the truth to me is, is that morality is subjective. Those are the objective that your morality is subjective, which means each human being is decide what is the goal of their lives, and to some degree with the goal of people’s lives are around them. And some people go well, you know, it’s easy, it’s God whenever God tells me to do what God says is moral. That is my moral compass, okay? Other people might say it’s the Constitution. So the US Constitution instead of federal laws, if it’s legal that it’s good, if it’s illegal, then it’s bad. Other people have I think the default moral compass for most Americans is personal enrichment. So as long as it makes me money and doesn’t hurt somebody else too badly, then it’s okay. So you know, I want a big house big car. I want to consume a lot. I want a reasonable enough We will listen to me. And then you know, I want to be left alone, and they more or less are living the morality of personal enrichment. Now what I think what I’ve chosen for my life, and I would like more people to choose for their life, and I can’t make them do this is that of human well being? I think everyone’s moral compass should be set to maximizing their own human well being and everyone else’s well being as well. And as soon as you make a decision, the calculus of how you make decisions and what you value changes radically.

Adam G. Force 13:32

Yeah, yeah, I agree with that. And I think, you know, I think there’s a, I guess, an educational gap. Would you agree that over time, there’s an educational gap that could be preventing people from actually understanding that in another word, another way to put it is, you know, people don’t see as clearly that the a shift or transition from an individual or an organism will impact the whole, and they don’t see it that way. Cuz if you did, you’d realize that all these things of thinking for yourself, I have enough money, I don’t want to hurt someone too bad. You know, that’s the wrong way to think about how we operate as a global community.

Peter Montoya 14:16

That’s absolutely right. And you got to look at the culture of the United States and the culture of the United States all moves toward radical individualism, radical individualism, and I want to win as long as I don’t hurt you, or someone else too bad. So as all of our society, I mean, we basically have been indoctrinated for the last hundred and 20 years with what’s called a prosperity doctrine. And the prosperity doctrine basically says, success equals happiness. As soon as I make enough money that I can buy my house in the woods, be completely and totally isolated, live off, you know, live off the grid where the government’s not bothering me. I have succeeded and I will be happy. And what’s amazing about that is those people are the least happy people on the planet. So the Whole aim of our society is going in the wrong direction. And that happens both in religion, it happens in personal development, almost all personal development is geared around the prosperity doctrine. What happens in our educational system? All everything is moving toward How can I be alone? How can I make a lot of money? How can I do this all by myself, it’s all geared the wrong way, which is the opposite of how we thrive. If you look at the schools of positive psychology, look at the studies in longevity, everything’s about having a purpose, which is usually greater than yourself, making the world a better place. And number two, having a lot of interconnected relationships 100%

Adam G. Force 15:39

So, you know, a lot of times you’ll hear like, there’s been massive progress with technology, and people associate that with just overall progress, but we haven’t had you know, I think what we’re kind of getting at is educational and spiritual progress around you know, how we live. I mean, you can hear these guys like Bernie Sanders and stuff, talk about About how they want to help more people, and it’s going to cost taxes and all this stuff. And so people will say, Well, I’m not gonna pay for someone else’s kid to go to school or get health care. And I’m just like, I can just see such a huge disconnect and how we actually are thinking about things.

Peter Montoya 16:14

I would agree with you. So I would say that humanity right now if you look at humanity in terms of a human life lifespan, we are in our college years, and your college years are about is how do you adapt? How do you use unlimited adult vices. So when you first go to college at 18 or 19 years old, all of a sudden, you don’t have anyone telling you and putting restraints on what you can do anymore. And you can drink smoke sacks gamble, what drugs, you have unlimited access to all of the human biases and most people in their first couple years of adulthood adulting they over indulge? And they realize there are prices to pay for doing whatever you want when you want to do it. And we as a society are exactly the same place right now. We are realizing Yes, we can As much carbon as we want as cheaply as we want, we can have as much technology in our hands we want, we can be staring at our screens as we want. However, those things as indulgent and as good as they might feel as easy as they might be, there are huge societal repercussions or societal individual repercussions from that. So we are as a society right now, as a species right now, in those 1819 year old years going, just because we can doesn’t mean we should. And we’ve actually got to restrict ourselves based on what is in the best long term interests of our species.

Adam G. Force 17:33

That’s the that’s the tough one right there is really getting people to I guess, it’s like a reeducation process almost how do we get people to detach from those you know, historical conditioning conditioned beliefs and start thinking in a new direction with you know, I just, it’s a very difficult thing. So I guess that’s why you’re focused on leadership and trying to have a top down effect.

Peter Montoya 17:59

Noticed some degree, I mean leadership and really changed, you know, the military was the prototypical takedown style. You know, I’m the leader, you do what I say. And today, it’s really an inside out job, which means we’re really trying to empower people. So they make better decisions for themselves and for the organization as a whole. We want thinking self leading, empowered people making decisions, so no longer isn’t necessarily a top down. We’re trying to really imbue them with the right tools that make better moral decisions for themselves and the people around them. Yeah, and

Adam G. Force 18:34

I think, you know, so. So basically, getting because I, you know, it made me think of this film the family, I don’t know if you’ve seen it, or saw it. It’s like, they’re like, these are the leaders that have the most impact. And when I say top down, forget traditional corporate hierarchy or anything like that, but people that have been influenced in a sense, it’s like, if they’re out there, spreading the Bs, like, it just makes it that much harder and to Your point we want people to start understanding what this I guess modern day leadership is and not even just what it should be, but what it needs to become and why, right?

Peter Montoya 19:11

Yeah, absolutely. Right. So we’re really focused on self leadership and self leadership really is empowerment. empowerment is one of those terms to a lot of people where they go, it’s kind of a fuzzy word, but they really, empowerment really is very well defined. So here’s what empowerment is. First of all, empowerment is authority, plus confidence, plus competence. So when As for me, as a leader of an organization, I want to give my people maximum authority to make as many decisions within alignment of the organization. So the organization is really clear, the objective is really clear or head is really clear. And we’ll give each one maximum authority to help us achieve that goal. Next, I want to give them the competence and the skills and I’ll ask them questions and training to constantly give them more and more comps, make better decisions, and then with that usually comes down competence. So when they’re sitting there in a decision making situation, they are empowered to make the best decision for them in the organization. I love that.

Adam G. Force 20:09

And so and what are you offering and doing right now that’s that is supporting people to become a transformational leader, if you will.

Peter Montoya 20:18

Great question. So I’m an infopreneur. These days, I’ve got a great YouTube channel which is youtube.com, slash thrive, e union. And on there, we’ve got 54 different videos that basically teach different life skills and leadership. So that’s one thing we do are putting the final touches on a book right now called the 10. Secrets of leadership power, self testable for self leadership and leadership of others want to really kind of break down and get pragmatic steps for people to actually be able to know how to build up their leadership skills. And then also I’ve got a great online coaching community, which is on Facebook and it’s currently free. So that would be Peter Montoya leadership coaching inside of Facebook, go to Facebook search for Peter Montoya leadership coaching, and join our free leadership coaching community.

Adam G. Force 21:09

So thanks for sharing that. And just curious then, as leadership is evolving, and where do you see it? Do you see these leadership styles changing? Obviously, it has changed over time. And do you see it happening more in certain areas? It could be small companies, large corporations, government, whatever it might be. Do you see it evolving in certain places first?

Peter Montoya 21:34

Yeah, it certainly is happening. And I don’t know if you saw it. In the last couple months, the American Chamber of Commerce actually kind of changed what they thought was the objective American business now, whereas the objective of American business was either by default or stated to maximize shareholder value, right. The Chamber of Commerce, more or less said, I think the US Chamber Congress more or less said, we now have five stakeholders and we get to consider all five stakeholders. Clients are one shareholders be another, their vendors, their employees and the communities they serve. That actually is a holistic solution. Now we’ve got American businesses saying making money alone is not it.

Adam G. Force 22:21

Yeah, yeah. No, it’s it’s powerful. And I do recall seeing that and I’m curious at what impact the you know, I think it was Chamber of Commerce, but them setting the tone, if you will, curious on what kind of impact that’s really happening because I feel like you know, there’s probably a lot of old blood out there and a lot of new blood coming. I think the new blood is gonna lean into those ideas, while the old blood is gonna have their mindset on maximizing profit, because that’s just their mentality.

Peter Montoya 22:51

Yeah, I mean, you also understand that money is you know, highly, highly addictive. So human beings have two potential Reasons for living. The default reason for living is your basic survival and this goes back to our homosapien origins and more or less how we survive if human beings is to eat, don’t get eaten and procreate. That’s how we prepare. keeps giving you some of the survival of the species going forward. And making money is nothing more than an extension of that basic core programming. So you say well, how is making money I mean, buying more houses and more cars, just an extension of eat, don’t get eaten and procreate. reproduce. And when more or less people buy cars, have houses have boats have more vacation as a way of attracting mates? If you think Oh no, I’m evolved. I live in a big giant huge house and I’m beyond my core programming. Basically basis rival No, you’re still caught on the hedonic treadmill of that and it takes a level of comfort. consciousness to go, you know what, I’m going to transcend my basic core programming of survival and move on to human flourishing or thriving. And that’s basically when you make the choice that you want to live for human well being. And once you figure it out that maximizing human well being is what you’re going living for. Then you start living for things like purpose, relationships, calm, and you actually reorganize your life in a much more holistic way. But it takes some intelligence to do and discipline to do that in our society.

Adam G. Force 24:30

Yeah, definitely. Now, do you do you think or would you agree that there that we’re actually living through a major transition in in business overall, globally?

Peter Montoya 24:45

But yeah, I certainly hope so. You’re getting more and more Gen Xers like me into the executive ranks, and we have a much more holistic way of looking at the world so I’m really hoping so. Gen Xers have been the biggest disappointment. Is this most not the biggest non generation in history? We haven’t even had a president yet. So we’ve had baby boomer presidents, and they’re looking we might skip right over Gen x’s and just get all millennial if they elect Pete Budaj edge. Yeah, there hasn’t been I don’t think any of the candidates right now for president are Gen Xers were worthless generation.

Adam G. Force 25:20

You know, you don’t hear too much about Gen X. That’s, that’s no, it’s it’s, it’s now millennials and Gen Z. And for some reason, yeah, Gen X gets skipped.

Peter Montoya 25:30

You did.

Adam G. Force 25:32

Man. So yeah, I think you know, there is a big transition. And you know, one of the things I always like to say is that, and I’m curious on your thoughts is you know, as more people as the internet grows and grows, and we have this, all these new opportunities, it’s there’s never been a better time for opportunity for someone to say, I’m gonna I’m gonna escape the nine to five like what we were taught and programmed to do basically, and I I’m going to do something of my own, like, I’m just gonna figure out my own. And what I always want to see people do is like, find harmony, like there is no work life balance, there’s just your life. So you just start creating this harmonious, you know, duality like comes together, right? And it’s like, I’m just gonna shape whatever I want. And now with the internet, you can do that the opportunity is there.

Peter Montoya 26:23

So yeah, it certainly is. I mean, there’s so much technology now that allow you to actually, you know, work from home from home and basically look like a big business. So there is a lot of opportunity in that one regard. And then in another regard, the number of new businesses starting in America right now is less than during the Carter administration. The large businesses on this planet, Amazon, Google, Facebook, Tesla, you know, they are gobbling up a whole lot of mindshare right now. So in some regards, it is easier and in some regards, it’s harder because of the climate right now.

Adam G. Force 26:58

Yeah, that’s an interesting point. I’m always looking for statistics on the number of companies started or you know, failing, like, and I don’t know, like where you get your numbers. Any any ideas on that?

Peter Montoya 27:11

Good question. I would have to google it again. Yeah, I know. I googled it not too long ago and saw those numbers, but it’s, it’s out there. I’m guessing it is. The Department of Commerce is where those numbers are. Yeah. Neil Patel recently posts something around about a 500,000 or so companies start but only about 30. Some thousand make it? Right. Right. And those numbers are pretty powerful. You know, but what’s interesting is I see more people, and you don’t need to be a Tesla to live. So live, what you might define as success, right? So you can grab your small part of the pie and help a small part of the global community in your own way with the skills that you have. And we would call that living your truth. I was at a conference in Toronto and I interviewed a girl by the name of Nasseri Sheikh who is on our magazine cover and when I spoke to her she was a child slave went through all the stuff she got out started two businesses. And I asked her in the end, if you had one opportunity to give a message to the world, what would it be? And she said, I would ask that people dig deep live their truth, because that’s the biggest contribution you can make to the world. Did I lose you? Sorry, I had muted the microphone to sneeze. failed, unmuted. Yes, in my vernacular, that is living your purpose and purpose is the intersection of five of five things. Number one, what you’re passionate about. Number two, what you’re good at what you’re skilled out. And number three, something that benefits humanity. And once you find the intersection of those three things, yes, you are maximizing contribution to our species. And so I really hope that your listeners here are not just doing jobs that they like, and that make them money. But actually, they’d like to Really good at that are helping society beautiful.

Adam G. Force 29:04

I love that. And I and I that’s where I want to see this overall transition go, you know, we have more transparency now with the internet, we could see what’s going on in the world. And hopefully we can find trusted information. And as people get, you know, inspired more than they want to contribute back to help solve some of these problems. And that’s what we’re all about here at Change Creator. So we see a lot of people who do have their hearts in the right place.

Peter Montoya 29:26

Oh, I love what you’re doing here. Adam is fantastic.

Adam G. Force 29:28

Thank you so much. Appreciate that. And I really appreciate your focus on leadership. And you did define it, but I just want to do a final definition and we’ll wrap up. So I have a note here that you know, like we talked about transformational leadership. Let’s just give everybody a very clear definition on what that really means. today.

Peter Montoya 29:49

A transformational leader is someone who changes the fundamentals, fundamental understanding of what something is. So our founding fathers This country 200 years ago, created a fundamental change in understanding what a country could be. Up until that time, most of the countries in the world were all monarchies basically, in powered by God more or less. And the United States of America was the very first democracy and no one thought that model would work. Here we are 200 and some 70 years later, and a half the countries in the world are now democracies, they created a fundamental change understanding of what something is. Steve Jobs is another one. I mean, Steve Jobs probably was a transformational leader at least twice, if not three times. First with what a computer was a computer up until that time filled a room. It was only for governments and research institutions and colleges and things like that. And he basically said, No, a computer is what you put on your desk. It’s more functional. That was probably number one. Number two is probably iTunes. We changed how we got listened to music versus CDs. It was now digital. And the third one was what is a pocket computer Caught a fall, but really it’s a handheld computer. And that was the probably the third time he created a fundamental change understanding was something is, so what in every single time but those fundamental transformation leaders, not only they change the understanding what it is, but they also unlock hundreds, thousands or millions of other leaders. So if you think about it, how many businesses have come evolve because of the iPhone? Well, there’s thousands of or hundreds of thousands of businesses that are created doing software and hardware for the iPhone. And then you also got to think about all the businesses that were started because people could run their whole entire lives off of a handheld computer. So he trance he created other leaders based on his own transformation.

Adam G. Force 31:47

Yeah, I love that. I love the fact that has, you know, Britney bring up a great point about how just creating these transformations such as the iPhone, it just opens up a world of whole a whole other world of opportunity, which is been the case and it’s been pretty amazing. So I couldn’t agree more. Yeah. Well, Peter, listen, I appreciate your time. We’re gonna wrap up here. And I want to give you a chance. I know you gave some shout outs earlier, but let’s just what’s the best place for people to learn more about you and your leadership? approach

Peter Montoya 32:16

our website, which is Peter Montoya calm that should be easy enough to remember. And then I would also go to facebook and join my free leadership community, which is the Peter Montoya leadership coaching in Facebook.

Adam G. Force 32:29

Awesome. Perfect. Alright guys, you heard it, check it out. This sounds like exactly the kind of leadership we need. So really appreciate you sharing all your insights. Peter.

Peter Montoya 32:39

I love that you have this channel and thank you for having giving this gift to the world and having me on it. I really love this episode.

Adam G. Force 32:45

And your next step is to change create a revolution by downloading our interactive digital magazine app for premium content, exclusive interviews, and more ways to stay on top of your game available now on iTunes and Google Play or visit change. Raider mag comm we’ll see you next time where money and meaning intersect right here at the Change Creator podcast.

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