Tough Enough: How to Lead a Team to Greatness Without Being a Jerk

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, leadership coaches John Baird and Matt Hunter argue that building a high-performing team requires a new form of toughness--not based on bullying and bravado, but rather pushing for exceptional results in a way that is firm, fair, and respectful.

Drawing on decades of coaching top CEOs, elite founders, and ambitious leaders, Baird and Hunter break down seven specific habits that define the strongest, most effective leaders, from being clear about the company culture to strategically unleashing emotional thunder. They set the record straight on when to prioritize understanding and empathy, when it's time to be direct--and, most importantly, how to do both at the same time. Their no-nonsense approach gives readers the tools to calibrate their toughness and compassion in a way that maximizes performance without sacrificing humanity.

With real-world stories, timeless principles, and scientific insight, Tough Enough is the practical playbook for building the next generation of great companies.

Author: John Baird,Matt Hunter
Publisher: Basic Venture
Published: 09/29/2026
Pages: 288
Binding Type: Hardcover
Weight: 1.01lbs
Size: 9.10h x 6.66w x 1.07d
ISBN: 9781541706125

About the Author
John Baird is an executive leadership coach and cofounder of Velocity Coaching Group. He is the coauthor of the Wall Street Journal bestseller Leading with Heart: Five Conversations That Unlock Creativity, Purpose, and Results. He lives in San Jose, California.

Matt Hunter is an executive leadership coach and author. He has two decades of experience founding, leading, and coaching companies, most notably cofounding Turnstyle (acquired by Yelp) and serving as president and US CEO of Founders Pledge. Today, he coaches founders and CEOs of high-growth companies backed by firms such as Andreessen Horowitz, Accel, and NEA, with a combined valuation in the tens of billions. He is expanding his work to include public companies and elite sports teams. He lives in Boulder, Colorado.