Greg Woleck talks with Jef Forward, founder, president, and owner of Forward Design Build Remodel in Ann Arbor, Michigan, about what it really takes to improve leadership from the top down. The conversation centers on self-awareness, vulnerability, and how Jef is using AI and DISC profiles to coach himself and his team in real time.

Key topics

• In this episode, Jef explains why leadership development often fails when everyone except the owner gets training, and why change has to begin with the person signing the checks.
• He describes the shift from doing everything himself to becoming a true head coach, with his role focused on strategy, culture, and helping others lead.
• Jef shares how peer groups, coaches, and books like The Five Levels of Leadership and Multipliers reshaped his view of leadership ...