Evergreen Journal by Tugboat Institute cover art

Evergreen Journal by Tugboat Institute

Evergreen Journal by Tugboat Institute

By: Tugboat Institute Members & Evergreen Thought Leaders
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About this listen

 These are the stories of the Evergreen® movement. Evergreen leaders are seasoned entrepreneurs, CEOs and presidents with the vision, creativity, resourcefulness, patience and grit to build and scale a business that will stay private indefinitely. They measure success by how well they deliver on their mission and how well they embody the Evergreen 7Ps® Principles: Purpose, Perseverance, People First, Profit, Private, Paced Growth, & Pragmatic Innovation. CAPITALISM AT ITS BEST™ Tugboat Institute is a membership organization that brings together Evergreen businesses across industry sectors to share best practices and unique insights, and to develop trusted bonds for their respective Evergreen paths.Copyright@2023 Tugboat Institute Economics Leadership Management & Leadership
Episodes
  • From Vader to Evergreen: A CEO’s Journey to Enlightened Ownership

    From Vader to Evergreen: A CEO’s Journey to Enlightened Ownership
    Oct 23 2025

    Mark Steele is the president and owner of Craftsmen Industries and a former turnaround specialist for private equity firms. Early in his career, he stepped into struggling businesses and made the tough calls others avoided.

    In this Tugboat Institute® talk, Mark shares how the opportunity to lead family-owned Craftsmen Industries sparked a profound shift in his career and business philosophy. He explores how leading the company, and ultimately becoming its owner, led him to embrace an approach to leadership and ownership grounded in Evergreen® values.

    Listen and be inspired by Mark’s journey from turnaround expert to Evergreen leader.
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    20 mins
  • Profit with Purpose: Pricing Tactics for an Evergreen Business

    Profit with Purpose: Pricing Tactics for an Evergreen Business
    Sep 25 2025

    Adam Echter is a partner at Simon-Kucher and a global expert in pricing strategy. A thought-leader and consultant, Adam brings decades of experience helping companies shape strategies that drive both profit and purpose.

    In this Tugboat Institute® Summit talk, Adam challenges the myth that purpose and profit are mutually exclusive. He lays out actionable pricing strategies that align with Evergreen® values, helping leaders create lasting value for customers while sustaining healthy margins. Through case studies and practical tools, Adam demonstrates that pricing, done well, is not just a financial lever but a strategic expression of purpose.

    Listen and be inspired to rethink pricing as a pathway to strengthen both your impact and your bottom line.
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    29 mins
  • Bridging Generations: Documenting a Family Founder’s Vision

    Bridging Generations: Documenting a Family Founder’s Vision
    Sep 4 2025

    Tugboat Institute® member Ashli Desai is President of Larry Walker Associates, an environmental engineering firm focused on water quality management. After founder Larry Walker’s departure, the company remained family-owned but was led by non-family executives. This divide between ownership and leadership created challenges in communication and alignment among the family, leadership, and employees.


    In this Summit 2025 talk, Ashli tells her story of bridging leadership gaps, crafting a unified, shared vision for the future that brought all stakeholders together.


    Watch and be inspired to think about how you might strengthen alignment in your own organization.
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    11 mins
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