Have you ever felt the tension of trying to imitate other leaders — tough and aggressive on one hand, all passion and heart on the other? Like you had to choose one lane or the other just to be taken seriously?

Dr. J.J. Peterson has dealt with that same struggle. But the most successful leaders who inspired him most didn’t pick. They were able to be unapologetically ambitious while still leading with heart.

That realization is at the heart of Badass Softie, a new podcast for ambitious leaders like you who want to chase big goals without losing what makes you human. Hosted by Dr. J.J. Peterson — professor, consultant, storyteller, and messaging expert — each episode brings insights from leaders and innovators, along with personal stories and lessons from J.J. himself.

In this sneak peek, J.J. shares how the StoryBrand framework transformed his own leadership journey — and how it can help you step more fully into being a Badass Softie.

👉 Subscribe and follow so you’re ready when the first full episode drops on September 22, 2025.

• Watch on YouTube

• Listen on Apple Podcasts

• Listen on Spotify

You don’t have to play by someone else's outdated leadership rules anymore. Together, we will rewrite what it means to lead as Badass Softies.