Challenging common leadership mantras with wisdom, wit, and real-world stories.

In this episode of Built to Last, Levi and Colby are joined by leadership expert, award-winning author, and jazz bassist Pierre Battah. What begins as a nostalgic reconnection turns into a candid, insightful exploration of leadership, organizational culture, and the future of work. Pierre shares personal stories from his transition from HR executive to independent consultant and speaker, lessons learned through tough client calls, and his approach to reshaping culture from fear-based to learning-oriented environments.

The conversation dives into the nuances of facilitation, performance psychology, and the evolving employer-employee relationship. Whether you're an entrepreneur, executive, or emerging leader, this episode offers practical wisdom and plenty of inspiration.

Links and Resources Mentioned
Pierre Battah –https://www.linkedin.com/in/pierrebattah/
Pierre Battah’s website and book https://www.pierrebattah.com/
Canadian Association of Professional Speakers (CAPS) https://www.canadianspeakers.org/
David Allen – Getting Things Done https://gettingthingsdone.com/


Quotes Worth Sharing
“It’s not about being happy—it’s about being engaged.”
“I didn’t set out to be an entrepreneur. I set out to be independent—and then got hooked.”
“Culture isn’t ‘people first.’ It’s results through people.”
“Safety isn’t soft. It’s the foundation for productivity.”
“Not all things that are curious are part of the work.”

Segment Breakdown
07:00 – Changing the Employer-Employee Relationship
Reframing leadership in the age of talent scarcity.
From “you’re lucky to have a job” to “we’re lucky to have you”
Why culture change is harder than culture theory

14:00 – People First? Not Quite.
Why “people first” can be misleading
The importance of balancing empathy with high standards
Creating cultures that are challenging, not coddling

20:00 – Breaking the Culture of Fear
A real-world example of cultural fear at a successful company
Transitioning to a learning culture: the power of debriefs, safe space, and senior-level self-awareness
Why some leaders need to step back for progress to happen

27:00 – When to Walk Away from a Client
Recognizing misalignment, even when you're hired
Ethics and candor in advisory roles
When great work isn’t the right fit

33:00 – Craft of Facilitation & Speaking
Pierre’s journey from comfortable speaker to certified pro
Learning the science behind storytelling, delivery, and adult education
The blend of edutainment and real impact

41:00 – Writing a Book & Building Credibility
The surprising reason Pierre decided to write Humans, Resourced
Behind the scenes of hybrid publishing and distribution
Why a book may not be a business—but it can still build one

61:00 – Advice for Young Professionals
Stop chasing passion—start with what you’re good at
The unexpected journey from engineering to agriculture
Why trying and failing early matters

68:00 – The Future of Work & Leadership
The two biggest trends to watch: AI and patterns in your own business
Importance of white space and strategy time
Why being surrounded by big thinkers matters


75:00 – The Limits of Psychology in Change Work
Behavior change vs. emotional diagnosis
Organizational coaching and habit adoption
The role of incentives in leadership development


83:00 – Levi & Colby Reflect on Resistance
Why meaningful change often starts with organizing your data
The resistance to long-term investment when ROI isn’t immediate
Why “working with” instead of “working at” is a mantra at Iron House

In this wide-ranging and deeply personal conversation, we sit down with Justinus Adriaanse—a South African-born entrepreneur whose life journey spans tech startups, social impact, and the pursuit of a more just world. From launching and scaling one of South Africa’s leading real estate platforms to founding a tuition-free coding academy for underserved youth, Justinus shares a remarkable story of transformation shaped by adversity, leadership, and an evolving worldview.

We explore the cultural forces that shaped his early assumptions, the inflection points that shifted his path, and the lessons learned from business success, personal hardship, and moving his family across continents. With honesty and clarity, Justinus reflects on growing as a leader, learning to code at 30, building inclusive organizations—and why happiness might just come down to expectations (and a good meal at Nando’s).

Links and Resources

• Justinus on Linkedin: https://www.linkedin.com/in/justinusadriaanse/
• WeThinkCode – A South African non-profit coding academy co-founded by Justinus https://www.wethinkcode.co.za/
• Private Property – Real estate portal he helped grow and transform https://www.privateproperty.co.za/
• Tommy Gun’s Barbershop – The Canadian business Justinus now helps operate and grow https://www.tommyguns.com/
• Solve for Happy by Mo Gawdat – Book on happiness and expectations https://www.mogawdat.com/solve-for-happy
• Crucial Conversations & Crucial Influence – Frameworks that shaped his leadership style https://cruciallearning.com/
• Time to Think by Nancy Kline – On creating space for better decision-making https://www.timetothink.com/
• The Art of Possibility by Rosamund & Benjamin Zander – A book about mindset shifts and reframing assumptions https://www.benjaminzander.org/the-art-of-possibility/

Quotes Worth Sharing

• “You can’t always change the world you live in, but you can change your expectations of it—and that’s where happiness begins.”
• “Coding taught me a process for problem solving—without risk. That’s the magic.”
• “If we create the right process and work on ourselves, we can make a great partnership with 80% of the population.”
• “We’re either building a country that works for everyone—or eventually it works for no one.”
• “It’s not about picking the best decision. It’s about picking the best decision people can buy into.”

Chapter Breakdown
02:50 – Growing Up in Apartheid-Era South Africa.
07:00 – Building & Scaling Private Property
20:00 – Turning It Around
28:00 – A New Life in Canada
35:00 – Tommy Gun’s & Canadian Business
40:00 – Tech for Opportunity: WeThinkCode
52:00 – Reframing Identity Through an MBA
69:00 – Partnership Conflict & Crucial Conversations
77:00 – Coding, AI & Problem-Solving
83:00 – Buying vs. Building a Business
88:00 – Entrepreneurial Cultures: SA vs. Canada
94:00 – Long-Term Focus & Leadership Growth
103:00 – On Happiness, Health & Perspective
Finding joy in the simple—Nando’s included.

In this episode of Built to Last, Levi and Colby sit down with Marina Byezhanova, a globally recognized personal branding expert, entrepreneur, and speaker, for a deeply candid and energizing conversation about identity, growth, and what it means to show up as a leader.

From navigating business failures in public, to building thought leadership that transcends a company name, Marina shares hard-earned insights that resonate with anyone who's wrestled with visibility, reinvention, or the pressure to be “the face” of a business. The conversation touches on the power of personal brand strategy, how to lead without burning out, the evolving role of AI in marketing, and why stacking joy is one of Marina’s guiding principles.

It’s a fast-paced, vulnerable, and insightful exchange. What starts as a professional conversation quickly becomes a powerful connection between peers building businesses with meaning.

Links and Resources Mentioned
Marina on Linkedin: https://www.linkedin.com/in/bmarina/

Marina’s personal branding agency: https://www.brandofaleader.com/

Entrepreneurs’ Organization (EO): https://eonetwork.org/

Ryan Holiday, Ego is the Enemy: https://www.youtube.com/watch?v=ju8WoRcR4Qo

Quotes Worth Sharing
“You didn’t build a personal brand. You were the spokesperson for your business—and that’s a big difference.”
“I only say yes to things that give me energy. If it drains me, I delegate or delete.”
“When you build your brand right, it will always be bigger than your business.”
“We are often building visibility, but if we fail, we fail in public.”
“Stacking is my life philosophy—bringing my whole life together, instead of splitting it apart.”

Segment Breakdown with Timestamps

00:00 – Meet Marina: Life, Travel & Leadership
Introduction to Marina’s story: Ukrainian roots, Canadian immigration, global work
How she started Brand of a Leader and built a remote-first team
Her passion for EO and thought leadership

06:30 – Leading Without Burnout
Marina’s hack: only doing what energizes her
Delegation as an act of self-awareness
Family, parenting, and the joy-centered life design model


14:45 – Finding Your People (and Yourself)
How EO helped Marina feel like she finally “fit” as an entrepreneur
The impact of peer groups on personal and professional growth
Redefining success and shedding outdated friendships


22:00 – The Real Personal Brand
Why most people confuse personal branding with just being visible
How to separate yourself from your business
The difference between being a thought leader vs. a company spokesperson


33:40 – AI, Identity & the Future of Visibility
How Brand of a Leader embraced AI as a co-creator
The rise of Answer Engine Optimization (AEO)
Why storytelling and emotion will always matter more than tech


44:30 – Leadership Through War & Hardship
Marina’s deeply personal account of the war in Ukraine
How her EO Ukraine forum became a source of strength and perspective
Hiring Ukrainian talent as a meaningful business decision


56:00 – Making Decisions Through Joy
Why fun is Marina’s true north
Lessons from speaking, stacking, and leading high-stakes EO events
How aligning to joy creates more energy, clarity, and success

1:06:00 – Thought Leadership and the Power of Perspective
What makes someone truly stand out in a crowded space
Why “just post” is the worst advice for founders
How real introspection creates authentic differentiation