Cover art for podcast Profit By Design

Profit By Design

110 EpisodesProduced by Dr. Sabrina Starling and Mike BrunoWebsite

You work hard in your business.On the Profit by Design Podcast, we ask the BIG question: What has your business done FOR YOU lately?Join your co-hosts, Dr. Sabrina Starling, The Business Psychologist™ and author of the How to Hire the Best Series, and Mike Bruno, CEO of Contractor Business Solutions… read more


51: Building a High Performance Culture with Wayne Mullins

What are the ingredients for a high performance culture? Vision, mission, and values...Holding yourself accountable to the same standards of performance as those around us...Differentiating between your normal, and someone else’s...We cover all this, and more, as Wayne Mullins joins Dr. Sabrina and Mike to discuss “Building a High Performance Culture”.


As someone who tends to dislike structure, Wayne now finds it liberating as it allows him the headspace to be more creative and effective. There’s a ton of wisdom to be heard in this podcast, you don’t want to miss any of it! You will probably want to listen to it a few times!


Wayne Mullins is a passionate entrepreneur committed to creating remarkable experiences, and building a team at Ugly Mug Marketing that produces extraordinary results for their clients. He has been called “the guru’s guru,” as he is regularly called upon for advice from Inc. 500 CEO’s, New York Times Best Selling Authors, to Silicon Valley startups.  However, his passion is helping entrepreneurs challenge their assumptions, create value from places they’ve never looked, and having more freedom than they previously believed possible.  He has worked hands-on with clients in over 100 different industries, and from every corner of the globe.  

Ugly Mug Marketing, which Wayne founded 10 years ago, has won the praises of some of the leading influencers in the business world, such as, Neil Patel (Founder of QuickSprout & Kissmetrics), Chris Voss (New York Times Best Selling Author of Never Split the Difference), and Ari Weinzweig (Co-Founder of Zingerman’s).

Wayne’s work directly influences more than one hundred thousand entrepreneurs annually through his blog, books, and training programs.


Show Highlights:


  • Wayne explains the concept of “context switching”, a concept from Todd Herman, who teaches a program called The 90 Day Year. Context switching is when you’re working on a project to be completed within a specified block of time, but something else comes up that needs to be addressed. So you switch over to that, and when that fire is put out, you jump back over to the project. After a period of time, you realize that you haven’t accomplished anything because you’ve spent so much time jumping back and forth.
  • In the middle of the switch, there’s another concept called “Attention Residue”, as explained by author, Cal Newport in Deep Work. Attention residue is the lag between jumping from working on the first project to jumping into working on the urgent situation. Attention residue takes time, energy, and effort between working on those two contexts, and is detrimental to productivity.
  • Vision, mission, and values: if you don’t prioritize and make time, energy, and effort for these, then it directly impacts and influences the culture that you create.
  • Vision: where you’re going, and where you want to end up at some point in the future. Looking 3 years into the future helps you set the destination of where you want to get to.
  • Mission: the plan of action. What are we going to do to bring that vision to life? That’s what drives and motivates us.
  • Values: core principles, the things that we believe in and that will stand as guideposts along our path, to ensure that in the pursuit of our vision, we aren’t losing our way. We’re staying true to the course that we have set out.
  • Feeling like you have to go back to the basics, back to square one, is one of the biggest frustrations of the entrepreneur.
  • Very early on, Wayne had the pleasure of coming into contact with Ari Weinzweig, Entrepreneur and Co-founder of Zingerman’s Deli. In a personal conversation, Ari divulged that he considered himself the “CRO” of his company. When asked what that meant, he explained it as “Chief Reminding Officer”, as he considered it his responsibility to constantly remind his leadership and his team about where they were going, why they were going there, and why it was important.
  • Dr. Sabrina explains that not only do they have Immutable Laws at Tap The Potential, they also have General Operating Principles, as inspired by Josh Fonger, of Work the System. 
  • Wayne discusses the Enneagram of Personality profile and the nine different personality traits, as discussed on the Andy Stanley Leadership Podcast.
  • The nine different personality traits are nine NORMALS. Wayne was struck by how what’s normal for him is not necessarily normal for someone else on his team. 
  • The difference between intentions and actions, as Wayne heard on another episode of Andy Stanley’s Leadership Podcast, is that we judge ourselves based on our intentions. We judge others around us based on their actions. Where we might give ourselves a pass because we intended to do something but didn’t, we judge others based on they didn’t get it done today, and why didn’t they get it done today.
  • Wayne shares an unsettling story about Dan Kennedy, and the impact it had on him to do what he says he’s going to do, and when he says he’s going to do it.
  • The actions that we take every day, or the actions we don’t take every day, is what builds our lives, our businesses, and our careers. Wayne explains his takeaway from Marshall Goldsmith’s book, Triggers.
  • Measuring performance and bringing balance to opposing forces.
  • “The Field of Play” concept by Charles Coonradt, in The Game of Work.
  • Terminal out of bounds - stealing, lying, cheating, etc.
  • Operational out of bounds - things that are more infractions. You’re out of bounds but you’re going to get a warning, and need to step back into bounds.
  • Wayne mentions his own “Ugly Mug Expectation Guide”, that applicants review during the hiring process.
  • End zone - where you want the employees to get to.
  • RRR (Results to Resources Ratio) - Goal Setting / Performance Measurement System 
  • John Doerr outlines another form of Goal Setting / Performance Measurement System, called OKR (Objectives and Key Results), in Measure What Matters. John happens to be one of the first investors of Google.
  • Profit goal
  • Fulfillment or service goal
  • Future work goal
  • Creates a peer-to-peer accountability
  • Wayne outlines his various meetings structures.
  • When you set goals for a year’s period, it’s so far in the future that we tend to delay and put off until it’s too late to make progress toward those goals to actually reach it by the end of that year. In The Twelve Week Year: Get More Done in 12 Weeks than Others Do in 12 Months, by Brian P. Moran, Brian says that you should treat every 12-week period as if it were its very own year. Your question then becomes, what can you accomplish within the next 12 weeks?
  • The Five Dysfunctions of a Team, by Patrick Lencioni, and why conflict matters. This is one of Wayne’s Top 10 books! You want to encourage healthy conflict!
  • Considering the costs of hiring A-players - it’s not an expense, it’s an investment.


Links and Resources:


For Resources & Tools from Sponsors -


Subscribe & Share Podcasts! -


Apply for Tap the Potential’s Small Group Coaching Program:


Facebook Group:


Special Course: Starts September 5, 2019 - Only 15 Spots Left!!

Sir Steven Wilkinson - Entrepreneur to Investor: How to Calculate Your Stock Price

11:00 AM – 12:00 PM EDT

50% Savings - Use Code: TAP2019


Wayne’s Website:



Programs Mentioned: 


Todd Herman - The 90 Day Year


Josh Fonger - Work the System



Podcast Mentioned:


Andy Stanley - Leadership Podcast



Miscellaneous Entrepreneurs Mentioned by Wayne:


Ari Weinzweig - Entrepreneur and Co-founder of Zingerman’s Deli


Dan Kennedy - Direct Response Marketer


Books Mentioned:

Deep Work, by Cal Newport


The Road Back to You, by Ian Morgan Cron and Suzanne Stabile


Triggers: Creating Behavior That Lasts--Becoming the Person You Want to Be, by Marshall Goldsmith

The Game of Work, by Charles Coonradt


Measure What Matters, by John Doerr


The Twelve Week Year: Get More Done in 12 Weeks than Others Do in 12 Months, by Brian P. Moran


The Five Dysfunctions of a Team, by Patrick Lencioni


How to Hire the Best, by Sabrina Starling


Educational emoji reaction


Interesting emoji reaction


Funny emoji reaction


Agree emoji reaction


Love emoji reaction


Wow emoji reaction


Listen to Profit By Design


A free podcast app for iPhone and Android

  • User-created playlists and collections
  • Download episodes while on WiFi to listen without using mobile data
  • Stream podcast episodes without waiting for a download
  • Queue episodes to create a personal continuous playlist
RadioPublic on iOS and Android
Or by RSS
RSS feed

Connect with listeners

Podcasters use the RadioPublic listener relationship platform to build lasting connections with fans

Yes, let's begin connecting
Browser window

Find new listeners

  • A dedicated website for your podcast
  • Web embed players designed to convert visitors to listeners in the RadioPublic apps for iPhone and Android
Clicking mouse cursor

Understand your audience

  • Capture listener activity with affinity scores
  • Measure your promotional campaigns and integrate with Google and Facebook analytics
Graph of increasing value

Engage your fanbase

  • Deliver timely Calls To Action, including email acquistion for your mailing list
  • Share exactly the right moment in an episode via text, email, and social media
Icon of cellphone with money

Make money

  • Tip and transfer funds directly to podcastsers
  • Earn money for qualified plays in the RadioPublic apps with Paid Listens