#288: James “JC” Curleigh, CEO, Pelican Products – How to reframe what you sell
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In this episode of How Leaders Lead, David Novak sits down with JC Curleigh, CEO of Pelican Products, to explore how redefining what a company sells can unlock massive growth and brand relevance. JC shares how Pelican has evolved from being synonymous with rugged cases to becoming a leader in 'protection' across diverse use cases—from photographers and military personnel to families preparing for natural disasters. He introduces the 'Pelican 2.0 re-evolution' framework of reinforcing what works, recalibrating underperforming areas, and reimaging the future. A pivotal moment came after the Palisades wildfires, which inspired the launch of Pelican Prepare, a disaster readiness kit, demonstrating how a crisis can become a catalyst for innovation. JC also discusses his leadership philosophy of being 'aggressively patient,' the importance of helicopter vision, and the power of reframing products in broader cultural contexts—like shifting from selling 'cases' to selling 'protection' or from 'guitars' to 'share of sound.' The Debrief highlights key takeaways: reframe your product's purpose, communicate with simplicity and memorability, and balance big-picture vision with hands-on execution. The episode underscores that true leadership lies in creating conditions for success, not guaranteeing outcomes. JC’s journey—from turning around bankrupt brands like Gibson and Levi’s to transforming Salomon and Keen—reveals a consistent pattern: leaders must move beyond product features to own a cultural or emotional space. His advice to 'have two plan A’s' instead of a plan B challenges conventional risk management and encourages bold, resilient thinking. The conversation ends with a powerful message: what got you here won’t get you there. Leaders must continuously evolve, reimagine, and inspire their teams to achieve more than they thought possible.
Reframe your product’s purpose in a broader cultural or emotional context (e.g., from 'cases' to 'protection' or 'guitars' to 'share of sound').
Use simple, memorable communication tools (like a 'Canadian PowerPoint' on cardboard) to break through internal clutter and align teams.
Practice 'helicopter vision'—the ability to shift between big-picture strategy and ground-level execution to stay agile and informed.
Replace 'plan B' with 'two plan A’s' to avoid compromise and maintain bold ambition.
Turn crises into innovation opportunities by listening to real-world pain points and acting fast with purpose.
Introducing JC Curleigh and the Power of Reframing What You Sell
“What got you here won’t get you there.”
From Cases to Protection: The Pelican 2.0 Re-Evolution
JC explains how Pelican evolved from a niche case manufacturer into a global leader in 'protection' across industries. He introduces the 'three R’s' framework—Reinforce, Recalibrate, Reimagine—as the foundation of Pelican 2.0, emphasizing that the brand’s mission is to enable others’ missions, not just sell products.
The Palisades Fire: Turning Tragedy into Innovation
“We can do more to make every homeowner a first responder.”
Aggressive Patience: The Mindset Behind Strategic Speed
JC defines 'aggressively patient' leadership—acting with urgency when conditions are right (like launching Pelican Prepare in 100 days), but exercising patience when the solution isn’t ready (like developing the mod light over a year). This balance prevents rash decisions while enabling rapid execution when the moment is right.
Helicopter Vision: Seeing the Big Picture and Leading from the Ground
“Think about that as a leader. Like if you have to be on the ground and leading from the front, could you do it? And at the same time, if you get up to 5,000, 10,000 feet and survey the landscape, what would it tell you?”
“Have two plan A’s. Don’t have a plan B.”
“What got you here won’t get you there.”
“Think about that as a leader. Like if you have to be on the ground and leading from the front, could you do it? And at the same time, if you get up to 5,000, 10,000 feet and survey the landscape, what would it tell you?”
Host
Guest
JC Curleigh
person
Pelican Products
organization
David Novak
person
Levi's
organization
Gibson Guitars
organization
Pelican Prepare
product
Salomon
organization
Keen Footwear
organization
Levi's Stadium
other
Palisades Fires
other
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