Kevin Lee speaks with Andy Freed, CEO
of Virtual Inc. and author of Lead Like the Boss, about what
leaders can learn from Bruce Springsteen’s approach to performance,
storytelling, and band leadership.
Andy explains that the book grew out of a single LinkedIn
post he wrote after a Springsteen concert, reflecting on how Bruce’s on-stage
intentionality could be applied to business. That idea evolved into a broader
leadership framework built around a simple but powerful model: Think,
Feel, Do. Before any communication—whether a keynote, Zoom meeting, or
one-on-one review—Andy recommends deciding what you want your audience to
think, how you want them to feel, and what you want them to do. He argues that
most leaders skip this planning step and “go on stage hoping for the best,”
instead of designing the experience as deliberately as Springsteen designs a
setlist.
The discussion also explores how Andy applies this mindset
in practice, including his long-running tradition of highly produced,
humorous out-of-office vacation videos. What looks like a fun gag is
actually a demonstration of how even mundane messages can become memorable
brand touchpoints. Andy shares how he gets his team involved by making people
feel safe, supported, and clearly directed, never just telling them to “be
funny,” but giving them specific lines, context, and reassurance.
Kevin and Andy then widen the lens to
cover differentiation in services businesses, reframing from task-based
descriptions (“we answer your phones, send invoices…”) to impact-driven
narratives about helping organizations “make their mark on the world.” They
also talk about leadership through delegation, stretching team members with the
right level of challenge, and the importance of appreciation, for both staff and
clients.
Finally, they address the return of in-person
events and the erosion of networking and personal branding skills in a
post-COVID, remote-first, AI-driven world. Andy emphasizes teaching practical,
manageable networking strategies and shifting the focus from trying to be
interesting to being genuinely interested in others—a human advantage
that becomes even more valuable as technology advances.