Episode #243
George Brooks: Build the Company. Get Out of the Way.
George Brooks (bio below) built Crema almost by accident. Then, 18 years later, he did something that may have been even harder: He left it for two months. Completely. No email. No checking the pipeline. No “just one quick question” from the founder. And when George returned from his sabbatical, the company was doing just fine. Actually, better than fine. That created a much bigger question: If the company can thrive without you, who should you be when you come back? George’s path to entrepreneurship was hardly textbook. He left college, taught himself design, worked a job he hated to support his wife through nursing school, and eventually started freelancing largely because he needed to stay close to his premature daughter, who spent the first seven months of her life in the hospital. Then came one of my favorite startup stories. A potential client asked George to propose a redesign of a massive healthcare website. He did some back-of-the-napkin math, slid a proposal across the table for $400,000, and they said yes. George’s reaction was basically: Excellent. Followed immediately by: Well, shit. Now I actually have to do this. That project helped turn freelancing into Crema and eventually a company that grew to around 60 people. George and I talk about building a culture where people can do the best work of their lives, why great leaders should destroy bottlenecks instead of becoming one, how sabbaticals can expose weaknesses in an organization, and why being great at reacting to everything may not actually mean you’re leading effectively. We also get into AI, human-centered technology, curiosity, “humble confidence,” sleep, rest, and George’s wonderfully counterintuitive advice for young professionals: Ignorance can be a superpower. Ask dumb questions. Make terrible work. Keep learning. Because terrible work eventually becomes better work. This is a conversation about entrepreneurship, culture, leadership, family, rest, reinvention, and the strange moment when a founder realizes one of the greatest signs of success may be that everything doesn’t fall apart when he leaves. This episode is brought to you by... Pelaccio & Partners. Ever wish your company updates could be less “quarterly earnings report” and more “late-night talk show”? At Pelaccio & Partners, we help leaders stay connected to their people as their organizations grow. We create internal podcasts that make leadership communication more human, give employees a voice, and help build a more connected and engaged workforce. Think less corporate broadcast. More conversation people actually want to hear. Whether your employees are across the hall or across the country, an internal podcast can keep leaders visible, employees connected, and important messages from getting buried in the inbox. Curious what one could look like for your organization? Connect with Jeff on LinkedIn or schedule a 15-minute call with Jeff . About George: George Brooks is driven by bringing together creative and innovative teams to do the best work of their lives, especially in the era of AI. As CEO of Crema, he stands by the idea that he's in the business of people. His passion for people has led to the sought-after environment inside Crema. Crema has served brands like Adidas and H&R Block, top global consultancies, global private equity firms, and cybersecurity providers from around the world. Currently, George is the co-host and facilitator of the People of Product podcast. He's often found having a cup of coffee with other business leaders who are trying to navigate and adapt in an ever-changing world.
