When Sharon Price John was a kid, she spent a summer determined to climb a massive tree. After several falls, she reached the top, only to realize she didn’t know how to get down. As darkness fell, she jumped into the pine needles below and learned a lasting lesson: tough goals can be fun. Years later, that same mindset guided her as CEO of Build-A-Bear Workshop, a company that was $49 million in the red. Instead of retreating, she climbed again, leading one of retail’s greatest comebacks. In this episode, Sharon shares how to face fear with curiosity, lead with heart, and use storytelling to spark transformation in business and life.

Sharon Price John is the President and CEO of Build-A-Bear Workshop, where she led one of retail’s most inspiring turnarounds. She is also the author of Stories & Heart and Chair of the Toy Association.

In this episode, Ilana and Sharon discuss

(00:00) Introduction

(02:17) The Truth Behind Every “Overnight” Success

(03:53) The Tree That Taught Her Courage

(07:16) Breaking Into Advertising

(13:49) Climbing the Ladder at Mattel

(19:41) When Her Startup Collapsed

(28:55) Leading a Turnaround When Everything Seems Lost

(32:44) The One Rule Every Great Leader Lives By

(33:40) Avoiding the Mistakes That Cost You Most

(38:12) The Strategy That Saved Build-A-Bear

(50:57) Leading With Courage and Clarity Through Crisis(01:04:33) Storytelling as the Heart of Great Leadership

Sharon Price John has served as President and CEO of Build-A-Bear Workshop since 2013, leading the brand from a $49 million loss to record profitability. Before Build-A-Bear, she held senior roles at Hasbro, Mattel, and Stride Rite Children’s Group, earning a reputation as a turnaround expert. Sharon is the author of Stories & Heart and serves on the boards of Jack in the Box and First Book. She is also Chair of the Toy Association. 

Connect with Sharon:

Sharon’s LinkedIn: linkedin.com/in/sharon-price-john-26239820

Sharon’s Website: storiesandheart.com

Resources Mentioned:

Sharon’s Book, Stories & Heart: Unlock the Power of Personal Stories to Create a Life You Love: https://www.amazon.com/dp/1950863441

First Book: https://firstbook.org

Build-A-Bear Workshop: https://www.buildabear.com