The CEO's Journey: Leadership, Growth, and the Power of Storytelling
The CEO's Journey: Leadership, Growth, and the Power of Storytelling
By Ash Playsted, GM of Broker Performance at Recludo Group
Stepping into the role of CEO—or any senior leadership position—is a momentous shift. It’s a move from being a high performer within a business to becoming the person who must inspire, guide, and ultimately take responsibility for everything that happens under their leadership.
For mortgage brokers who are scaling their businesses, whether transitioning from broker to business owner or preparing for a significant expansion, the lessons from high-performing CEOs can offer invaluable insights. The themes of leadership, growth, and the power of storytelling, as discussed in a recent podcast featuring seasoned private equity-backed CEOs, resonate strongly with the mortgage broking industry. Here’s what you need to know.
Leadership: Balancing Control and Delegation
One of the hardest transitions for any leader is learning to let go. High achievers often find themselves in leadership positions because they are great at solving problems. However, what got you here won’t get you to the next level.
Michael Burcham, a successful CEO featured in several podcasts, described his early leadership style as being a problem-solver. But he realized that the true role of a leader isn’t to fix everything—it’s to build a team that can execute at scale.
For mortgage brokers, this is a critical lesson. Many successful brokers build their businesses by being the go-to person for clients, lenders, and referral partners. But as the business grows, this model is unsustainable. The key to scaling is developing a team that can deliver without you needing to be involved in every detail.
Key Takeaway: Learn to lead through others. Hire the best people, give them ownership, and trust them to do their jobs while maintaining accountability through clear goals and processes.
Building Scale: From Solo Success to Sustainable Growth
Private equity-backed CEOs operate with a singular focus: value creation. Whether it's driving financial performance, improving operations, or expanding market share, their success is measured by tangible business growth.
For mortgage brokers, scaling requires a similar mindset. It’s about shifting from being an individual producer to building a business that thrives independently of you. This means:
Developing repeatable systems – Processes should not depend on you. Your business needs structured workflows that allow others to replicate your success.
Empowering your team – The best businesses invest in training and mentoring their people. Your team should be equipped to deliver the client experience that made you successful in the first place.
Setting clear KPIs – Success isn’t just about writing loans; it’s about creating a sustainable, profitable business. Track key metrics like conversion rates, average loan size, and client retention.
Key Takeaway: The move from broker to business owner requires an intentional focus on systems, people, and performance measurement.
The CEO’s Blind Spots: Knowing What You Don’t Know
Great leaders are aware of their limitations. Bill Clendenen, another experienced CEO, shares how one of his biggest early blind spots was financial acumen. Coming from an operations and marketing background, he had to quickly develop a deep understanding of financial metrics, cash flow, and capital strategy.
For mortgage brokers, financial literacy extends beyond loan products and commissions. Understanding cash flow, profit margins, and business valuation is critical to long-term success. Many brokers focus on revenue but overlook profitability, leaving them vulnerable when market conditions change.
Another common blind spot is holding on to underperformers for too long. Many leaders hesitate to make tough staffing decisions, especially in small businesses where team members often feel like family. But as Clendenen noted, the people who got you to one level may not be the right fit for the next stage of growth.
Key Takeaway: Identify your knowledge gaps and invest in closing them. Surround yourself with experts who complement your weaknesses, and don’t be afraid to make hard people decisions when necessary.
The Power of Storytelling in Leadership
One of the most surprising takeaways from the podcast was the emphasis on storytelling as a core leadership skill. Both CEOs emphasized that great leaders are great storytellers.
Why? Because business is ultimately about people—customers, employees, and investors. The ability to communicate vision, purpose, and values in a compelling way is what inspires action.
For mortgage brokers, this is especially true. Clients don’t just buy loans—they buy confidence, trust, and the belief that their broker understands their needs and can guide them through a complex process. The same applies to team leadership. Your ability to articulate why your business exists, what it stands for, and where it’s going will define how engaged your team is.
Key Takeaway: Hone your storytelling skills. Whether it's talking to clients, motivating your team, or pitching to potential investors, compelling communication is a leadership superpower.
The CEO Mindset: It’s a Lifestyle, Not a Job
One of the final lessons from the podcast was that being a CEO is not just a job—it’s a way of life. Great leaders don’t clock in and out; they are constantly thinking about how to improve, grow, and lead their businesses more effectively.
For mortgage brokers, this means:
Developing a discipline of learning – Read books, study market trends, and learn from other industries.
Building long-term relationships – Your future success will come from the people you meet and invest in today.
Practicing leadership every day – Whether it’s mentoring a new broker, coaching your team, or refining your business strategy, leadership is a daily practice.
Key Takeaway: The best leaders don’t see their role as a job; they see it as a responsibility that requires continuous growth and improvement.
Final Thoughts: The Path to Sustainable Success
The transition from being a high-performing mortgage broker to a true business leader requires intentional effort. The lessons from successful CEOs—balancing control and delegation, building scalable systems, identifying blind spots, mastering storytelling, and embracing leadership as a way of life—are directly applicable to the mortgage industry.
For those looking to scale their businesses, the question isn’t just how to grow—but how to grow in a way that creates lasting value, both for yourself and for those you serve. The best mortgage broking businesses aren’t just transactional; they are built on vision, leadership, and a relentless commitment to improvement.
The journey to leadership isn’t easy, but for those willing to embrace it, the rewards—both financial and personal—are immense. So ask yourself: Are you running a business, or are you building a legacy?
