There are leaders. Then there are HERO leaders—those who go beyond providing free coffee in the office or giving 10 percent of proceeds to charity. This book is for the leaders, entrepreneurs, and small business owners who understand what Henry Ford meant when he said, “a business that makes nothing but money is a poor business.” Hero leaders make money, but they also create a culture in which people are the priority. Hero leaders not only go the extra mile—they take their teams along for the ride.

Veteran entrepreneur and former Kodak CMO Jeffrey Hayzlett knows firsthand what it takes to go from zero to hero in a world where every leader, business, and brand is held accountable by their customers and employees. In these pages, Hayzlett challenges leaders like you to examine their own values and behaviors as he shines a light on what happens to companies when their values no longer align with their mission. He shows you how to transform your organization and create a hero company by becoming a hero leader yourself.

The call to hero leadership is a choice to be more than good, more than great, no matter the circumstances. Becoming a hero is a conscious choice leaders and companies make: to decide what you value and hold yourself accountable to live those values consistently and sustainably in everything you do. There is no better time than now to discover your own hero factor. And your origin story begins now.

Learn how to:

• Invest in people as a path to more inclusion
• Recast the role of business leadership beyond politics
• Serve others/the common good
• Avoid failure, reasons why not, and the lure of the dark side when things get tough
• Know the line between hero and martyr
• Create the next generation of hero leaders