The Price Is the Price: Leadership Lessons from the Front Lines

How Dr. Shelton Goode built trust, stood firm on value, and helped companies in crisis turn things around

Author

Reade Milner
July 23, 2025

This 3-minute read brought to you by the team at Rogue Pine

In this issue, you'll learn:

Great leaders don’t guess. They decide.

Dr. Shelton Goode has led under fire–first in the military and later in the boardroom. 

He’s navigated corporate turnarounds, walked away from six-figure contracts, and built one of the most respected consulting firms in the country.

This episode of the Grow Rogue Podcast dives into the principles that made it possible and the price you must be willing to pay to lead well.

Courage Isn’t a Bonus—It’s the Starting Point

As a military officer, Dr. Goode learned to lead with clarity under pressure.

As an entrepreneur, he learned that courage wasn’t just for combat zones.

It’s for saying no to ill-fitting clients.
It’s for standing firm on value when others want a discount.
It’s for owning every decision when the results are on you.

Leadership is more than a skill. It’s a daily act of courage.

Companies That Thrive Are Communities

Dr. Goode does more than transform companies. He turns them into communities.

That means:

  • Employees have a voice—from day one

  • Decisions get shared, not just handed down

  • Every person belongs, no matter their tenure or title

It’s about creating a culture and building systems where people do their best work because they feel seen, trusted, and heard.

The Price Is the Price

As a small, veteran-owned business, Dr. Goode made one thing clear from the start:

He doesn’t compete on price. He competes on value.

Clients who ask for discounts are asked what deliverables they want to lose.
Because once you start compromising on your worth, they’ll expect it every time.

His advice to founders, consultants, and small firms:

  • Know your value

  • Stand firm on pricing

  • Deliver superior performance every time

It’s not easy. But it’s how you earn trust and obtain repeat business.

If You’re Ready to Flip the Script and Something That Lasts…