Tough Enough

How to Lead a Team to Greatness Without Being a Jerk
A practical playbook for ambitious leaders to achieve high-performance results by calibrating the ‘Toughness Spectrum’ – balancing high standards with radical respect.

‘Takes both old and new leadership tactics and transforms them into strategies to use in crises . It is a testament to Baird and Hunter’s lucrative experience in the business realm and the role they play in shaping great leaders’ – Eric Yuan, CEO and founder of Zoom

From two experts on leadership, a no-nonsense guide for ambitious leaders to build great teams by embracing toughness – without sacrificing humanity.

Some of today’s most successful companies are also infamous for their domineering leaders and toxic working environments. But you don’t have to compromise yourself or your people to drive your team to greatness.

In Tough Enough, executive coaches John Baird and Matt Hunter reveal the ‘Toughness Spectrum,’ a transformative framework that helps leaders calibrate between the ineffective ‘Comfort Zone’ and the destructive ‘Hardcore Zone.’ Drawing on over 45 years of combined experience coaching leaders at world-class organizations like Apple, Nike, and DoorDash, the authors introduce seven transformative habits to help you build great companies.

This isn’t just theory – it’s a practical playbook for leaders who are ready to demand excellence, manage underperformance, and enforce accountability without sacrificing their integrity or humanity. Whether you are a founder scaling a startup or a manager looking to sharpen your team’s edge, Tough Enough proves that you don’t have to be a jerk to be a successful leader – but you do have to be tough enough to win.

UK Delivery:

• Free delivery on all orders of £10 or more.
• £1.49 delivery fee on orders below £10.
• UK orders are shipped via Royal Mail 2nd Class.

International Delivery:

• Flat rate delivery charges vary by country.

Dispatch and Delivery Times:

• All orders are shipped from our warehouse in Northampton, UK within 48 hours of receipt during working hours.
• UK mainland orders typically arrive within 3-5 working days via Royal Mail 2nd Class.
• International estimated delivery times:
• Europe & Channel Islands: 7 to 10 working days
• USA: 7 to 15 working days
• Rest of the World: 9 to 21 working days

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