Does your team have what it takes to catapult your business to the next level?
At Deep Wealth we have a saying: “Show me your team and I’ll show you your future.”
In a world where titles matter less than how you lead, Jon Rennie stands out. A former U.S. Navy submarine officer, Jon transformed his skills to become a successful entrepreneur.
Jon Rennie once navigated the world’s oceans in a submarine. Back then, he learned that leadership is more about people than anything else. “A crew brings a ship to life,” says Jon. It was about carrying out the mission and making sure everyone got back safe. That lesson stays with him.
After 22 years in corporate life, Jon started Peak Demand, Inc. His company makes parts for electrical utilities. They focus on small utilities that often get ignored by big suppliers. Jon’s approach was unique. Instead of going after the big fish, Jon and his team decided to serve the small guys better. “What if we provided world-class service to the smaller utilities?” Jon asks. This approach has set them apart and brought success.
Before founding Peak Demand, Jon was a U.S. Navy nuclear submarine officer who made seven deployments during the Cold War. He also led eight manufacturing businesses for global companies. With this vast experience, Jon has authored three best-selling leadership books and hosts the Deep Leadership Podcast.
Your Ship, Your Crew: The Power of Unity
Jon begins by sharing a fundamental leadership truth: “A crew brings a ship to life.” He explains that just like a ship needs its crew, a business thrives on the collective strength of its team. This simple idea underscores the importance of valuing every team member, something Jon learned firsthand from his days in the Navy.
“At Peak Demand, it’s all about the people,” Jon explains. In the Navy, he learned that respecting everyone is key. He brought that lesson into his business. Every person, whether wrapping an insulator or leading a team, is vital. “When you respect somebody… their ideas are important, their concerns are important,” Jon shares.
On his submarine, Jon and his crew operated independently, hundreds of miles from support and hundreds of feet below the surface. The stakes couldn’t have been higher, with their environment as their ever-present adversary. This experience taught him the value of mutual dependence and shared responsibility, which he carried into his corporate journey and entrepreneurial ventures.
Respect and Care: Building a Culture
In Jon’s view, respect is the cornerstone of a successful team. He insists, “Every person deserves respect.” Treating employees with respect means valuing their ideas, addressing their concerns, and recognizing their contributions as crucial to the mission. This is especially important for small companies, where even a single employee can represent a significant portion of the workforce.
Jon’s company thrives on a culture of mutual respect and openness. He spends time on the shop floor, just like he did in the Navy. “It’s about the mission and the people,” he notes. Employees know they can speak up because their voice matters. This environment makes Peak Demand a place where people want to work. Employees feel they aren’t just making parts—they’re keeping the lights on.
Jon highlights the importance of respect and showing care in leadership. “Treat everybody with respect is number one on the list,” he notes. Respecting team members makes a difference because it makes them feel valued. Whether someone is an entry-level employee or an executive, every job is critical to achieving business goals. “You’re keeping the lights on,” he reminds us, stressing that every role contributes to the bigger picture.
Jon believes in creating an atmosphere where people want to be. “We take our jobs seriously, but we don’t take ourselves seriously,” he shares. A fun, respectful workplace attracts people and retains them longer, even without high salaries or bonuses. In fact, Jon’s company thrives on a culture that values individuals and promotes a sense of belonging.
When asked about turning struggling companies around, Jon emphasizes the need to unite everyone around a common mission. Transparency is key, he says, so that everyone understands the challenges and shares in the hope for a brighter future. Jon recalls breaking down the “us and them” mentality to build a unified, unstoppable force.
Being a Leader Worth Following
Jon believes that being a good leader is not about holding a title but about building genuine relationships with your team. In his book “I Have the Watch,” Jon talks about the need to show you care and earn respect. “Stop being a jerk,” he says to leaders who think titles earn respect. Instead, he urges leaders to connect with their people and show they care about their success and well-being.
This advice extends to empowering team members. Jon shares how delegating tasks to staff, even if imperfectly done, builds their confidence and capabilities. “You have to let go if you want to grow,” Jon advises, reinforcing the importance of trust and delegation in leadership.
In Jon’s experience, empowerment is key to building an unstoppable team. He emphasizes the need to let team members take the lead on projects. “You have to let go if you want to grow,” Jon advises. Allowing employees to have authority and make decisions builds their confidence and enables the company to benefit from fresh, innovative ideas.
Jon shares a story about a young marketing manager who asked for guidance. Instead of dictating how the project should proceed, Jon told him, “I want it to look just like you want it to look.” This empowers employees, encouraging them to take ownership of their work and develop their skills.
Failure can be a powerful teacher. Jon recalls his Navy days, where controlled failure was part of learning. “We give people full authority to get the job done, but if something goes wrong, we’re there to back them up,” Jon explains. By doing so, employees learn and grow without fear.
The Entrepreneurial Spirit: Thrive Amidst Challenges
Jon has innovated within his company, Peak Demand, by focusing on smaller utilities often overlooked by larger suppliers. By offering world-class service to these smaller players, Peak Demand provides value beyond products, fostering long-term customer relationships. This strategy is a testament to Jon’s belief in the power of seeing and addressing real-world pain points.
He encourages other business owners to shift from working in the business to working on the business. Jon points out that leaders should focus on the big picture and empower their teams to take ownership of daily tasks. His approach fosters a culture where employees feel respected, heard, and motivated.
Despite changing times and technology, Jon stands firm on the power of people. “Leadership is a people business,” he asserts. Even with AI and technological advances, the essence of leadership remains unchanged: it’s about connecting with people and drawing out their best.
Jon’s journey exemplifies the importance of fostering a strong, authentic culture and empowering employees to shine. His leadership lessons are timeless, showing us that respect, empowerment, and understanding form the foundation of successful companies.
Failure: The Greatest Teacher
Jon isn’t afraid of failure—in fact, he sees it as a crucial learning tool. By allowing his team to make decisions and potentially fail in a controlled environment, he provides opportunities for growth and learning. He learned this valuable lesson from the Navy, where drills were designed to be challenging and educational.
“Failure is deeply emotional,” Jon says. “That’s where you learn lessons.” This mindset helps build resilient teams capable of learning from their mistakes and continuously improving.
Jon often states, “A crew brings a ship to life.” This analogy holds true for businesses as well. People are the heartbeat of a company, and their engagement and satisfaction are vital. “The enemy is outside the four walls,” Jon explains, reinforcing the idea that internal unity is crucial for success.
Jon has a unique viewpoint on failure, viewing it as an opportunity to learn and grow. In the Navy, he experienced controlled failures, where he could safely make mistakes and learn from them. “We have to give people the chance to fail so that they get that feeling of, ‘I never want that to happen again,'” Jon explains.
Giving teams room to experiment and occasionally fail can lead to innovation and improvement. It’s about creating an atmosphere where employees feel safe to take risks and learn from their experiences without fear of harsh consequences.
He introduced a practice called Fridays on the Floor, where managers work alongside shop floor employees to understand their challenges and bridge gaps. This initiative has transformed workplace dynamics, boosting productivity and reducing complaints. When leaders listen and act on employees’ needs, it fosters a collaborative, supportive environment.
The Future of Leadership: People First
In our rapidly changing world, Jon insists that the core of leadership remains the same: it is a people business. Despite advances in technology and AI, genuine human interaction and trust are irreplaceable. Jon asserts, “Leadership is about how well you take care of the people taking care of your customers.”
In today’s tech-driven world, Jon believes that people still crave authenticity. “Leadership is a people business,” he reinforces. While technology is crucial, it’s the human touch that makes a difference.
Jon emphasizes letting go. “If you want to grow your business, you have to let go,” he advises. By giving employees room to innovate, Jon has seen reward after reward. His plant manager laid out a production line in a way Jon hadn’t thought of, improving efficiency. Delegating authority unleashes team members’ potential.
Jon’s insights remind us that great leadership is about creating a culture of respect, care, and empowerment. For him, the journey of entrepreneurship and leadership is about growing with your team and seeing every day as an opportunity to become better together.
So, if you’re ready to elevate your leadership and build an unstoppable team, remember Jon Rennie’s powerful lessons: respect and listen to your crew, lead with authenticity, and always let your mission guide you.
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