When I began my sales career in the early 1990s as a territory sales manager for the Rocky Mountains at The North Face, I had the privilege of learning from one of the best: Bill Werlin. At the time, Bill was leading the company as its president, guiding it to global prominence in the outdoor industry. His leadership and vision left an indelible mark on me and shaped how I approach challenges to this day.
Recently, I had the honor of hosting Bill on my podcast, Gratitude Geek, for a conversation packed with lessons on leadership, resilience, and innovation. Here are a few highlights from our discussion.
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Bill’s Career Journey
Bill’s career at The North Face began in 1973 as a sales rep. By the early 1990s, he had risen to president, driving the brand’s growth and cementing its legacy. Bill’s leadership style was grounded in listening, learning from failure, and staying open to new ideas—principles that helped him navigate the complexities of a rapidly evolving industry.
As a young professional at the time, I witnessed Bill’s ability to inspire and empower his team, lessons I’ve carried with me ever since.
The Birth of Autio
After decades of success in the outdoor industry, Bill turned his attention to a passion project: Autio, an app that brings history and culture to life through GPS-triggered audio stories. Inspired by his grandfather’s storytelling, Bill co-founded Autio with actor Kevin Costner, driven by a shared mission to preserve history and share untold stories, particularly those of indigenous peoples.
Autio has become a favorite among travelers, turning road trips into immersive journeys and even earning a spot on JetBlue flights.
Leadership Lessons
During our conversation, Bill shared invaluable leadership insights:
- Embrace the unfamiliar: Growth happens when we step outside our comfort zones.
- Learn from setbacks: Failure is a natural part of success.
- Foster strong relationships: Collaboration and trust are essential for any team.
Bill Werlin’s journey is a testament to the power of curiosity, resilience, and connection. Whether leading a global brand or revolutionizing storytelling, Bill’s approach inspires leaders, adventurers, and entrepreneurs alike.
Let’s all take the road less traveled—it’s where the best stories begin.
Mentions:
- Fred Esola, US Marshall for the Northern District of California, is my relative who identified the location of Alcatraz as a prison
- Blue Highways: A Journey Into America: https://amzn.to/3zuSR5x
- Autio partners with Jetblue: https://www.inflight-online.com/autio-announces-audio-content-partnership-with-jetblue/
Bill’s insight — “failures hold more gold than victories” — is one of 14 mindset gems I’ve collected from podcast guests. Read them all: 14 expert tips to master your mindset and grow your business.
About Gratitude Geek Podcast
Hosted by Kandas Rodarte, Gratitude Geek Podcast is focused on building genuine lasting connections with clients, colleagues, and community while exploring the transformative power of gratitude in personal and professional growth.
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