Despite his high intelligence, George Barrios nearly flunked out of both high school and college, drifting without discipline or direction. Realizing talent alone wouldn’t build the future he wanted, he cleaned up his act, became obsessive about preparation, and built a reputation for solving hard problems others avoided. That approach helped him rise through HBO and Time Warner before transforming WWE into a global media powerhouse. In this episode, George joins Ilana to share the habits that accelerated his career, the tough leadership decisions behind WWE’s growth, and the mindset shifts that helped him reinvent himself under pressure.

George Barrios is the former Co-President and CFO of WWE, where he helped transform the company into a global entertainment business. He is the founder of ISOS Capital, an investment and advisory firm focused on sports, media, and technology.

In this episode, Ilana and George will discuss:

(00:00) Introduction

(08:48) When Talent Turned Into Self-Sabotage

(13:12) The Turning Point: Meeting His Wife at UConn

(15:49) Fake It Till You Make It: Learning on the Job 

(23:17) Creating Opportunities After Rejection

(33:31) Driving Digital Growth at The New York Times

(39:38) Making Painful Decisions Under Pressure

(44:14) Transforming WWE into a Global Media Business

(50:35) The Fallout With Vince McMahon and WWE Exit

(59:27) Writing His Book and Sharing Hard Lessons

(01:05:52) Q&A: How Do I Open Doors in a Crowded Market?

George Barrios is a former Fortune 500 executive and the founder of ISOS Capital, an investment firm focused on global opportunities in sports, media, and technology. He previously served as Co-President and CFO of WWE and held leadership roles at The New York Times, HBO, and Praxair, building a track record in strategy, operations, and financial leadership. His new book, Sometimes Wrong but Never in Doubt, shares the lessons behind his unconventional path to success.

Connect with George:

LinkedIn: linkedin.com/in/georgebarrios/ 

Resources Mentioned:

George’s Book, Sometimes Wrong but Never in Doubt: How a Cuban Kid from Queens Transformed WWE: https://www.amazon.com/Sometimes-Wrong-but-Never-Doubt-ebook/dp/B0G4N4T9XV

The World is Flat: The Globalized World in the Twenty-First Century by Thomas Friedman: https://www.amazon.in/dp/0141034890 

Tony Khan: Building AEW into a Billion-Dollar Brand and Competing with Wrestling Giants: www.youtube.com/watch?v=Tqqfg-ysj0M 

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