John Lavey

John Lavey – How Storytelling Shapes Leadership and Business Growth

John Lavey is the President and CEO of Hammock Inc., a leading B2B content marketing firm. He led a management buyout in 2022, completing a long-term succession plan with Hammock’s founder. As a healthcare journalist, John has spent over 25 years in custom media working for more than 100 healthcare client organizations.

Here's a Glimpse of What You'll Learn

[2:26] How health, relationships, and time management shape John Lavey’s priorities
[3:42] John talks about performing comedic storytelling and using humor to process difficult experiences
[6:58] John’s entrepreneurial story from a newspaper reporter to purchasing Hammock Inc.
[11:55] The evolution of John’s leadership style following Hammock’s buyout
[13:43] Storytelling’s role in leadership, persuasion, and authenticity
[15:35] Common mistakes business owners make in telling their story and how to refocus on customer needs
[18:10] How John became introduced to EO
[21:29] Strategic decisions to evolve Hammock’s business model and adapt to industry changes
[27:39] Advice for maximizing the EO experience

In This Episode

Many leaders eventually face the question of whether they are truly steering their work and life with purpose or simply moving along with old habits. The pressure to grow, evolve, and make decisions about the future can feel daunting, especially when it involves stepping into full ownership of a business or reimagining its direction. How can you navigate this leap while staying true to yourself and your values?

Professional storyteller and leader John Lavey transitioned from being a long-time employee to buying and leading the business he served for decades. He learned that authentic leadership comes not from trying to emulate others but from embracing your own voice. John emphasizes storytelling as a tool for clarity and connection, maintaining that the key to growth is focusing less on self-promotion and more on what matters to the audience.

In today’s episode of The Decision, Robert Hartline and Eric Jackson interview John Lavey, President and CEO of Hammock Inc., about leadership, storytelling, and business growth. John discusses the importance of displaying vulnerability in EO, how he reframed his purpose, and why improv comedy helps him stay present.

Quotable Moments:

“Tragedy plus time equals comedy is kind of the stuff that I like doing.”
“I have to be myself, and I have to learn how to be a better self.”
“Any good story is less about me and more about some shared truth that the audience has.”
“My why is different now, and it’s more about meaning in my life and doing great work.”
“The best developers wanted to snowboard 150 days a year. They don’t want to work for you.”

Action Steps:

Embrace storytelling as a leadership tool: Sharing authentic stories helps teams connect around shared truths rather than abstract ideas. This builds trust and fosters alignment around purpose.
Redefine your “why” over time: As roles and seasons of life change, so do motivations. Revisiting your deeper purpose ensures your work remains meaningful and sustainable.
Prioritize customer perspective over self-promotion: Clients care about what matters to them, not long lists of features. Shifting the narrative creates stronger engagement and more lasting relationships.
Leverage specialized partners when scaling: Instead of hiring broadly, collaborate with best-in-class contractors for agility and expertise. This approach maximizes quality while minimizing overhead.
Stay present through practices like improv or mindfulness: Being fully engaged in the moment improves communication and responsiveness. It also strengthens leadership by creating space for others to contribute authentically.